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Sara Jefferson
Professor Jones
Digital Marketing
September 10, 2020

Impact of eCommerce and Industry Disruptors

A data-driven decision is characterized as facts, metrics and data to make strategic

business decisions. As mention in the chapter, the consumer evolves meaning people are

constantly changing. Many things may change overtime such as financial stability and

technology. Marketing as also evolved in a way where we no longer have to hope for the best

when making a marketing decision. Companies can utilize their data when marketing. It is

important to make date-driven decisions because this will allow consistency and growth

within the organization. It can enable a company to enhance their opportunity to create new

business and in turn generate more revenue.

Ecommerce alludes to exchanges conducted through the web. This includes the buying

and selling of services and can be more than just an individual customer and an online store.

This can include business to business as well consumer to consumer. As with any industry

there are advantages and disadvantages. Some advantages would include eliminating the need

to for a physical store allowing the expansion of the customer base. Not having a store can

reduce the overhead for a business creating increased revenue. Social media can also

empower the discussions at a fast speed to drive deals toward the strategic plan for the

business and again increasing revenue. Ecommerce is available through many platforms on

the internet. Although, convenience could be an advantage it could also be a disadvantage.

The customer is often the one that carries the cost and burden of returning an item for any
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given reason. Ecommerce transactions can be easily tracked and monitored however, going

into a physical store and seeing or touching the item more be a better option at times. I know

that I personally struggle with order clothing online in fear that it doesn’t fit, and I will have

to go through the hassle of returning the unwanted item. Another disadvantage would be the

competition. There are so many companies now that went in the online direction especially

with our current state. It has put some long-time companies out of business.

It is imperative to make remain steady and focus on building a consistent brand.

Consumers are more likely going to purchase a brand they recognize than one the are not as

familiar with. Your brand should be solid and constantly building awareness whether it be a

logo or a catchy phrase. A consumer expects the brand to represent the company in a good

way. As I mentioned previously, consistency is the best policy and will get you the best

outcome.

The industry disruptor company I chose to discuss is Chewy. Chewy is an online

retailer that offers pet food, toys, treats and other pet-related products based out of Dania

Beach, Florida. Chewy was founded in 2011 by Ryan Cohen and Michael Day. In 2017,

Chery was procured by PetSmart for $3.35 billion, which was the biggest ever securing of an

e-commerce organization at that time. Centering on the “new parents of dogs”, Chewy

showcased their products to the dog parents that are eager and willing to spend on premium

products. Chewy started off with postcard mailers and had since enhanced their online

marketing. They now have digital banners, TV commercials and internet commercials such as

on YouTube. Below are some of the ways Chewy collects their data to meet consumer wants

and needs…
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 They collect personal information from users of our Services that identifies you as an
individual when it is voluntarily provided by you, such as your name and email address.

 They automatically collect browsing information and other information from users of our
Services that does not directly identify you as an individual, but may identify your device, such
as information about your browsing activities and information about the devices you use to
access the Services.

 They automatically collect browsing information and other information from users of our
Services that does not directly identify you as an individual, but may identify your device, such
as information about your browsing activities and information about the devices you use to
access the Services.

 They also collect personal information from individuals who wish to apply for a job at
Chewy.

Works Cited

https://www.chewy.com/app/content/about-us

https://www.chewy.com/app/content/privacy#:~:text=We%20collect%20personal
%20information%20from,your%20name%20and%20email%20address .

 eMarketing: The Essential Guide to Marketing in a Digital World.