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Trimster: How Payment Modes Cause Order Returns
內容大綱
Trimster was a premium men’s personal care e-commerce start-up founded in 2015. In India, where trust deficit was a primary reason for the failure of new brands, most customers preferred cash on delivery (COD) modes of payment. Companies, however, preferred prepaid orders not only because they guaranteed the customer’s intent to purchase but also because COD orders were much more likely to result in returns that would take a heavy toll on Trimster’s reverse logistics costs, reducing the company’s profit margins and leaving less money for the company to invest in marketing to acquire new customers. In an increasingly competitive market, Trimster’s senior vice president of sales and marketing needed to decide on the best payment modes to pursue in order for the company to achieve sustainable growth.
學習目標
By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Understand the role of customer relationship management (CRM) in e-commerce start-ups.</li><li>Analyze the financial challenges faced by e-commerce businesses attempting to stay competitive while reducing operations costs.</li><li>Analyze an organization’s income statement and predict how the company’s finances would be affected by the use of different modes of payment in order to facilitate decision-making.</li></ul>