The complexity of implementing an eRTM model

Philippe Marmara

The level of complexity of an eRTM, also known as an electronic route-to-market or online distribution channel, can vary depending on different factors. Here are some key considerations regarding the eRTM complexity contributors.

Product or service type: The complexity of an eRTM can be influenced by the nature of the product or service that’s being offered. Some products, such as digital goods or software downloads, may have simpler distribution processes compared to physical products which require shipping and handling.

Target market: Complexity can also depend on the characteristics of the target market. Factors like geographical location, cultural differences, and local regulations can impact the distribution process. Adapting the eRTM to cater to different markets might entail additional intricacies such as localization, multiple language support, or compliance with regional laws.

Logistics and fulfilment: Managing the logistics and fulfilment process can add a layer of complexity to the eRTM. This process includes aspects such as inventory management, order processing, packaging, shipping, and tracking. Establishing efficient systems and partnerships with logistics providers becomes crucial for a smooth eRTM.

Payment processing: Integrating secure and efficient payment processing mechanisms, such as setting up payment gateways, ensuring data security, supporting various payment methods, and complying with financial regulations, is essential for an eRTM. The level of complexity can increase when dealing with international transactions and multiple currencies.

Customer support: Providing effective customer support in an online environment is crucial for customer satisfaction and retention. Implementing mechanisms for handling inquiries, troubleshooting technical issues, and addressing customer concerns can increase the level of complexity of the eRTM.

Technology infrastructure: The technology infrastructure required to support an eRTM can be quite complicated to install. The set-up of this infrastructure includes developing or utilizing e-commerce platforms, website design and development, managing databases, implementing security measures, and integrating various software systems for inventory, order management, and customer relationship management (CRM).

Marketing and promotion: Digital marketing strategies, such as search engine optimization (SEO), are required to effectively promote products or services in online spaces. A socially comprehensive marketing plan adds another layer of complexity to the eRTM.

Data analytics and insights: Monitoring and analyzing data from online channels is crucial for making informed business decisions and optimizing the eRTM. Implementing analytics tools, interpreting data, and extracting actionable insights can be complicated, especially when dealing with large volumes of data.

Competitive landscape: The degree of complexity of an eRTM can also be influenced by the competitive landscape in the industry. Understanding and staying ahead of competitors' online strategies, pricing models, customer experiences, and market trends requires continuous monitoring and adaptation.

Overall, the level of complexity of an eRTM can vary according to a combination of factors, including the product or service offered, target market, logistics, payment method, customer support, technology infrastructure, marketing, data analytics, and competition. Successfully navigating these particulars requires careful planning, resource allocation, and ongoing optimization to ensure a seamless online customer experience and achieve business goals.