Egghead cracks the mold
It may not have gotten its name for putting all its eggs in one basket, but that's essentially what Egghead has done--and it may be a smart move.
In a dramatic announcement last week, Egghead said it would close all 80 stores and shift its resources online. Although analysts don't usually recommend this course of treatment for all ailing businesses, certain high-tech sectors like hardware and software resellers do have a good chance of making it on the Web.
"This is the beginning of a trend," said Erica Rugulies, an Internet commerce analyst at Giga Information Group. "This is the first time we've really been able to say, 'Electronic commerce is here.'"
The model is an established one on the hardware side of the computer business. "Direct" PC sellers such as Dell Computer and Gateway 2000--those that sell directly to the consumers through catalogs and Web sites, bypassing retail stores--have already proved that the Internet is viable as a medium for electronic commerce.
Bender and analysts agree that a key advantage for Egghead is that software is one of the leading sellers on the Net in terms of revenues. Software consumers already feel comfortable making high-tech purchases online, notes Melissa Bane, an analyst with the Yankee Group. "Right now, hardware and software are the top sellers online."
John Lyons, a retail analyst with ABN AMRO Chicago, points out that customers of Egghead and other tech retailers are computer literate and early adopters of new technology, including electronic commerce. "This is a way to get exposed to really educated, computer-oriented people. Those are the people that are on the Internet," he said.
So far, the strategy has apparently paid off: Egghead was ranked third by Media Metrix among sites showing the highest growth in "unduplicated" audience last September.
John Scott Dixon, director of electronic media for Insight, a PC direct seller that is gradually adding resources to its electronic commerce offering, applauds Egghead's move and expects to see others follow soon.
Dixon and Jill Frankle, an analyst at International Data Corporation, believe that Egghead was smart to make the move before the advent of Electronic Distribution Software, which is expected to be rolled out in the next year and a half. According to Dixon, EDS is going to be the turning point in the widespread adoption of electronic commerce in software sales.