CReATION: E-tail enthusiasm is no more than simple hype, claims Miles

<p>Not only is the business of e-tail amateur and unprofessional, but </p><p>it is unlikely to succeed in cities such as Hong Kong - that was the </p><p>message loud and clear at the Retail Marketing Seminar 2000, organised </p><p>by MEDIA. </p><p><BR><BR> </p><p>Speaking at the seminar, Mr Rodney Miles, managing director of </p><p>Strawberry Net, described "e-tailing - the new wave" as mere hype, </p><p>likening its future to the past let down of mail order services. </p><p><BR><BR> </p><p>"E-tailing in Hong Kong has no future. Forget about trying to sell over </p><p>the Internet in Hong Kong because it is just too convenient here ... If </p><p>you have a different idea, like Admart, it may be an opportunity, but </p><p>not for the mass market," Mr Miles said. </p><p><BR><BR> </p><p>However, he added that e-tailing would present an invaluable opportunity </p><p>for Hong Kong to sell directly to the consumer and discard its </p><p>decade-long stance as middleman. </p><p><BR><BR> </p><p>To host a successful e-tail site, Mr Miles said it was important to </p><p>think international, both in terms of delivery and payment. </p><p><BR><BR> </p><p>"There are few e-tail sites in the US which can ship outside the US. </p><p><BR><BR> </p><p>Although there is not much difference in the cost, it is just not in </p><p>their mentality ... You have to think about currency and be able to </p><p>quote pricing in different currencies. Having a currency converter is no </p><p>good because it still means the consumer has to do more," said Mr </p><p>Miles. </p><p><BR><BR> </p><p>He said one restriction the Web presented was an inability to offer the </p><p>"very important feel and touch" factor and dismissed recent reports of </p><p>technological breakthroughs that would permit Internet users to "sense" </p><p>smell and touch through a PC. The high cost of designing a website, </p><p>according to Mr Miles, can also be avoided with a little research. He </p><p>stressed the design should be simple, convenient and user-friendly with </p><p>the customer in mind. </p><p><BR><BR> </p><p>And, when it comes to advertising on the Internet, Mr Miles urged more </p><p>professionalism from search engines. </p><p><BR><BR> </p><p>"Banner ads are also amateur, because the Internet produces statistics </p><p>that no one can quote or guarantee. Direct mailing is good if you can </p><p>buy a list ... but then only one in 10 is good, so it is a case of trial </p><p>and error. </p><p><BR><BR> </p><p>"In the next 10 years, at the very maximum, e-tail will amount to 12 per </p><p>cent of sales. And, that is being very optimistic." </p><p><BR><BR> </p><p>According to Mr Miles, what will sell on the Internet is branding the </p><p>right product, which is unavailable to consumers because of </p><p>location. </p><p><BR><BR> </p><p>However, Mr Miles did attribute one advantage to e-tailing, suggesting </p><p>it would eventually drive down the high cost of commercial renting in </p><p>Hong Kong. </p><p><BR><BR> </p>