| As the world moves increasingly towards shopping on | | | | audience (children), and their parents, who actually |
| the Internet, the multitude of choices available can | | | | purchase the items. This is the source of our demand. |
| quickly overcome even the most experienced | | | | But now we're faced with our initial question - How do |
| shopper. Whereas in the past, your selection was | | | | we supply this demand?Supplying the need/want: |
| limited to a few stores in a local geographical area, | | | | While there are literally hundreds of sites devoted to |
| today hundreds of e-shops compete for your money. | | | | selling everything imaginable, how do you make |
| How can you choose intelligently? Let's examine a | | | | informed choices? What do you look for, and what do |
| few strategies.Purchasing any item, including dvds and | | | | you need to know? Sticking with children's DVDs and |
| toys for children, can be reduced to that well-worn | | | | toys, most online retailers can be broken down into just |
| maxim, Supply and Demand. Before your mouse even | | | | two types - a Marketer or an affiliate.Marketers are |
| ventures out onto the information highway leading to | | | | stocked from suppliers (who may or may not have |
| the online mall, we need to figure out the demand, or in | | | | their own stores on the web). They tend to be small |
| this case, need or want. Then we can take a look at | | | | operators who do not have much leeway on prices, |
| the best way(s) to supply this demand.What is needed | | | | since their profit margin can be very thin. While most |
| wanted: In this specific instance, we are trying to | | | | are reputable dealers, in the event of a problem, you |
| determine what items can be obtained to satisfy the | | | | deal with them directly. It can be difficult to get a |
| need or want. Children may want certain toys or | | | | satisfactory resolution in case of a dispute.Affiliates |
| shows, and parents want their children to have such | | | | are also stocked from suppliers, but generally the |
| items. Sometimes the item in question may differ | | | | supplier is a large company, who almost always have |
| between child and parent, but in general both agree. | | | | their own online outlets. The affiliate operates a |
| Where did the original idea come from? That is, why is | | | | storefront; when you order from them, the items are |
| toy A wanted, but not toy B? The answer is quite | | | | sent via the supplier directly. Prices tend to be fairly |
| simple: The child and the parent have seen it on | | | | uniform, but since the affiliate is paid a commission, the |
| television. Savvy advertisers have created demand by | | | | overall markup may be less than shopping through a |
| showing it to targeted segments of the population. | | | | marketer. Also in case of a problem, you deal with the |
| Children who clamor for the new item, and parents | | | | supplier, who may have a better reputation and |
| who have the money to purchase it.The smartest | | | | process for resolving disputes than most |
| advertisers offer items based on shows kids enjoy | | | | marketers.Why not shop at the supplier's outlets |
| watching. In the UK, programs aimed at children such | | | | directly, then? And bypass the affiliate; the answer is |
| as milkshake, cbeebies and citv create a ready-made | | | | usually one of savings in time and ease of shopping. |
| market for consumers of DVDs and toys based on | | | | Affiliate stores are usually set up to specialize on |
| the animated and live-action shows they broadcast | | | | certain product lines, or by offering an easier layout to |
| daily. The child watches the show and wants the toy | | | | navigate. If you're looking for toys based on the |
| or video; the parent either in informed by the child, or | | | | Thunderbirds, you don't want to be distracted by |
| sees the show themselves while in the company of | | | | search results that include motorcycles or WWII |
| the child. The crucial point is that while other toys or | | | | aircraft.As a shopper then, you can identify some |
| movies may be offered through commercials, they | | | | things to help you decide which store (Marketer or |
| tend to have a 'flavour-of-the-month' quality to them. | | | | Affiliate) to use:1. Is the layout easy to use? Can I find |
| Eventually they are replaced by other ads for other | | | | what I want quickly?2. In case of a problem, do I deal |
| items. But anything connected to a show a child may | | | | with a well-known company or an unknown?3. Is the |
| watch over and over again for possibly years will | | | | price fair?In conclusion, by basing your shopping |
| almost always have a higher demand, and for a longer | | | | requirements on what your children are watching, and |
| period of time.So we have identified that shopping for | | | | knowing what to look for in an online retailer, you may |
| toys and DVDs themed to popular children's television | | | | find you're saving yourself a lot of headaches down |
| will have a sustained interest from both the initial | | | | the road.Michael S. |