Clipper Corporation at a Glance and Business Model
Clipper Corporation is one of the best designers, manufacturers and distributors of foodservice supplies and uniforms for the foodservice and hospitality industry. Its vertical integration model makes Clipper Corporation the perfect one-stop-shop in the industry. The company’s first big account was Burger King, in 1996 (Clipper Corporation, 2009). Big restaurant chains were added to the list of customers each year until it became obvious that the company should expand its horizons and direct its attention to smaller and independent restaurants. To reach its customers on six continents, Clipper Corporation added www.ClipperDirect.com to its portfolio in November 2011. The website provides supplies “specifically tailored for independent restaurants and small chains” (Clipper Direct, 2011).
Taken as a whole, Clipper Corporation is using the Direct Marketing by Manufacturer model because the website was integrated into the business to focus on a niche market. But if www.ClipperDirect.com is taken individually, the business model used is Specialized Pure-Play E-Tailer. The company does not have physical stores, selling its products directly online, but it operates two distribution centers in California and Georgia, USA. It is a specialized e-tailer because it is operating in a narrow market, the foodservice industry.

Online Selling Benefits and Advantages
Clipper Corporation’s online presence has opened new opportunities. The company has become more visible in the market, and its quality products are now available anywhere in the world to all types of customers. Www.ClipperDirect.com has now a 90% greater market reach and its customers experience a 70% reduction in time needed to complete a purchase. The company is now just a click away from its customers, providing them a great shopping experience and the