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What is Ecommerce

Advanced Digital Marketing Strategies in a Data-Driven Era
is the sale of goods and services through the Internet, requires companies to tailor their business models to capture Internet sales.
Published in Chapter:
Big Data Optimization in Zara: How Zara Will Optimize Its Process With Big Data Due to the COVID-19 Situation
Paula González-Padilla (Rey Juan Carlos University, Spain) and Carlota Galán Zori (Rey Juan Carlos University, Spain)
Copyright: © 2021 |Pages: 13
DOI: 10.4018/978-1-7998-8003-5.ch008
This chapter will address the issue of online sales in the fast fashion sector, specifically Zara, the flagship brand of the Inditex textile group. Since 2012, Zara has been working on a plan to close, restructure, and optimize its physical shops, a process that was accelerated in 2017, and which has been affected by the global pandemic that began in early 2020. These two events have caused online sales to exponentially rise with, in turn, the percentage of returns. This is the objective of this chapter: to analyze where Zara is in terms of online sales and returns and how, through digital marketing and the application of tools such as big data, it can reduce the large volume of online returns that it has to deal with.
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Digital Marketing as a Communication Tool in Emerging Businesses
It is the use of computers to facilitate all operations of firms and clients around the world.
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Is Multichannel Integration in Retailing a Source of Competitive Advantage?: A Consumer Perspective
Buying and selling of products or services over electronic systems such as the Internet and other computer networks.
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A Study of Virtual Trial Room
Ecommerce, short for electronic commerce, is trading in products or services using computer networks, such as the internet.
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