Oct 29, 1999 Computerworld reports that Levi Strauss plans to abandon
selling its clothing online, despite having invested in Blue Martini
e-merchandising software. Company has failed to generate enough sales to offset
the costs.
See the full story at
http://www.computerworld.com/home/news.nsf/all/9910295leviweb
However, print version of ComputerWorld (Nov 8, 1999) reports that the
main reason to stop selling its jeans online was prompted more by channel conflict
than sagging sales. CW reports that Levi's will be sold online by other retailers,
including Macy's and J.C. Penney.
I asked Blue Martini to comment on the story and received this reply
from Jeanne at the Devon Group jeanne@devonpr.com, on Nov 9, 1999:
Thank you for your note. Perhaps the most salient information
to be shared follows here - a question posed to Levi's and their
response:
Has LS&Co. discontinued use of the Blue Martini E-Merchandising System?
No. Two modules (Merchandise Management and Content Management) are currently
in production. Deployment of the other four modules is on schedule for launch
later this month. The Blue Martini E-Merchandising System will continue to be
used after the holiday season with no plans to subsequently discontinue use.
So, the lesson, if any? While ecommerce could be great, companies
should think carefully as to how it fits into their overall business
and remain flexible.
Copyright © 1999 KDnuggets