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Happy New Year!

Imen

The Long Tail, an innovative internet concept

Because of its flexibility, of its capacities of tracking products, internet costs quickly stood out as a mean to investigate new forms of sale and to push away the limits of shelf spaces by proposing very deep assortments, but also sometimes, very wide. A wealth which inferred new commercial phenomena and which was recently associated with an expression: the Long Tail.
Long Tail, what a strange expression! What do “tails” and “long” have to do with e-business?
I heard this term used before by Chris Patten, the last british governor of Hong Kong, in about 2000. He was using the expression to describe the fact that England has a "long tail" of people with below average education.

The expression “Long tail” in e-business was first introduced by Chris Anderson, the chief editor of the Wired magazine in October 2004 to describe certain business and economic models such as Amazon.com or Netflix. Anderson argued that products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, if the store or distribution channel is large enough. The Long Tail is a potential market and, as the examples illustrate, the distribution and sales channel opportunities created by the Internet often enable businesses to tap into that market successfully.
This internet discovery changes completely the way of selling on Internet. What does it concretely means?
Prices and choice are no more enough. The competitiveness of the e-storekeepers will pass by the optimization of their Long Tail tomorrow. This refers to their capacity to propose the good product at the right time, to optimize their capital of the e-catalogue.