The success of flash sales, private sales and local deals reminds us that online distribution is about pushing products and services to customers.
The advent of eCommerce may for some time have created the illusion that, in a Web of unlimited choices, perfectly informed online consumers would magically be able to pull the right product from the right store at the right price.
In reality, consumers can’t easily find what they need in the Web’s clutter unless Google and Bing readily show it to them. In addition, consumers don’t necessarily want to buy what shops have to sell.
End of the delusion. eCommerce puts the “push” function back into online marketing and distribution. Get those unsold inventory moving out the door! Let those addicted bargain hunters fall for the “deals one can’t refuse”… but never needed.