Business Management -- Retail Marketing
What should online retailers do to establish a clear difference from retailers that have off-line stores?
Online retailers must be concerned with some factors that are entirely different from their off-line counterparts. They must create and optimize their websites in a manner conducive to customer satisfaction and they must manage transactions in a manner that earns repeat patronage (Francis, 2007). Unlike off-line retailers, online retailers must maintain processes to deliver goods to the customer and they must ensure the security of their online systems sufficiently to guarantee the safety and privacy of their customers' information (Francis, 2007).
Online retailers compete with a much larger community of similarly situated retailers and, therefore, rely more heavily on the success of their advertising and marketing initiatives (Francis, 2007; Ravi, 2006). Specifically, online retailers need to determine how their customers found them, why they selected them from their competitors, and what factors in their websites were perceived positively and negatively by their customers (Francis, 2007; Chinta, 2006).
Online retailers must also invest more energy into following up sales with customer contacts and marketing initiatives designed to publicize sales. That is largely because the online medium allows customers to shop for bargains through search engines. Unlike relationships between offline...
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