View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
For customers of some companies, being online means unlimited "shelf space" - access to hundreds of thousands of bits of information, products and services they'd never been exposed to otherwise.
One Long Tail Multiple Long Tails 1 2 3 4 5 6 7 8 9 10 Showing only some tails. Adding a tail will build both awareness and availability – and expands the market Bruce Batchelor [email_address] Trafford paperback variant distribution LSI - Ingram USA paperback LSI - Ingram UK paperback BoD Germany paperback BookSurge paperback eBook (as PDF) eBook (as download) LSI US & UK hardcover BoD hardcover Audio book (download only)
1 2 3 4 5 6 … Conventional 80 : 20 Rule Number of copies sold Ranking Conventionally, retailers concentrated on the 20% of titles that bring 80% of the business, and avoid the other titles. A boutique bookstore carries 10,000 titles; a superstore stocks 130,000 max Bruce Batchelor [email_address]
Number of copies sold 130,000 th Best Selling Title 1 2 3 4 5 6 7 8 9 … The “Long Tail” Ranking Amazon.com discovered that 25% of its book sales come from titles in its ‘long tail’, i.e. beyond the 130,000th bestselling title – these are titles which bricks & mortar stores can’t economically keep in stock See “The Long Tail” article by Chris Anderson, Wired Magazine, October 2004; his book with the same title was published July 2006 by Hyperion Bruce Batchelor [email_address]
In traditional retail, you have the 80/20 rule, with 20 percent of the products accounting for 80 percent of the revenue.
Online, instead, the customer sees the "98 percent rule." Where 98 percent of all the possible choices get chosen by someone, and where the 90 percent that is only available online accounts for half the revenue and two-thirds of the profits.
1. Make as much as possible available to as many people as possible. 2. Help them to locate what they need, quickly and easily. 3. Offer maximum inventory only online. 4. Customize supply chain in terms of niche markets 5. Maximize its efficiencies and economies