Traditional products or services are delivered through online channels only, thus removing costs associated with running a physical branch infrastructure. Customers benefit from higher availability and convenience, while the company is able to integrate its sales and distribution with other internal processes.
How they do it: Dell offers its personal computers and accesoires directly on their website, ready to be configured individually and shipped to the customer’s location.
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How they do it: In addition to its brand stores and selling through retailers, Lego maintains an online store. The online store does not only have the classic products but also exclusive product lines as well as the possibility to purchase individual ”hard-to-find” parts.
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How they do it: Nespresso started selling its capsules exclusively online before opening their first brand store. Today, Nespresso customers can choose from a broad range of coffee flavours. In addition, club members have the oppotunity to get special benefits and discounts online.
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How they do it: The Lego Digital Designer software enabled every user to desing their individually customized Lego set from their home. Although the software itself was free, it was possible to buy the set over the online store on shop.LEGO.com, with the piece quantity determining the price.
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How they do it: IKEA has presents all its inventory on its website. This allows customers to both preview products they want to buy in the store as well as to order them to their home.
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