E-Commerce Success Factors Part II
Advertising and Incentives
Some Web stores may advertise in traditional media, but most advertise on the Web which targeted and personalized banner ads and other Web page and E-mail promotions. Most B2C sites also offer shoppers incentives to buy and return.
Typically, this means coupons, discounts, special offers and vouchers for other Web services, sometimes with other E-tailers at across linked websites.
Many Webs stores also increase their market reach by being part of Web banner adverting exchange with thousand of other Web retailers.
Personal attention
Personalizing your shopping experience encourages you to buy and make return visits. Thus E-commerce software can automatically record details of your visits and build user profile of you and other Web shoppers. Many sites also encourage you to register with them and fill out a personal interest profile.
Then when ever you return, you are welcomed by name or with a personal Web page greeted with special offers and guided to those parts of the sites that you are most interested in. This one to one marketing and relationship building power as one of the major advantages of personalized Web retailing.
Community Relationship
Giving online customers with special interest a a feeling of belonging to a unique group of like-minded individuals helps build customer loyalty and value.
Thus, website relationship and affinity marketing programs build and promote virtual communities of customers, suppliers, company representative, and others via a variety of Web base collaboration tools.
Examples include discussion forums or newsgroup, chat rooms, message board systems and cross-links or related website communities.
Security and Reliability
As a customer of a successful Web store you must feel confident that your credit card personal information and details of your transactions are are secure from unauthorized use.
You must also feel that you are dealing with a trustworthy business, whose products and other websites information you can trust to be as advertise.
Having your order filled and shipped as you requested, in the time frame promised and with good customer support are other measures of an E-tailer’s reliability.
E-Commerce Success Factors Part II
