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