E-Tailing- Under One Roof
"The real value of this battery central is that we do seamless links to e-tailers," explained Goldberg. Even if a consumer wants to return an item, the back-end partnership is invisible. Therefore, returning a battery to the retailer is seamless, if that's what a retailer requests, but the retailer has the added value of reaching into a bigger inventory pot than would be possible in its own store room.
Facts and Figures
Goldberg said that Lenmar.com experienced more than one million Web hits since going live at CES in January 2001. The site now handles about 150 leads on a daily basis via 20 different retail partners. For retailers, he said, the invisible distribution model is key since each site is customized with a button designed to make buying batteries easy for consumers. To achieve the full benefits from bonus e-tailing, Goldberg recommended that retailers first make three important considerations: