Summary
1 This chapter has focused on online consumers and e-retailers and in doing so has
introduced some of the key issues that might eventually affect the overall success of
e-retail markets.2 Online customer expectations are being raised as they become more familiar with
Internet and other digital technologies and as a result companies are being forced to
adopt a more planned approach towards e-retailing. Additionally, in doing e-retail
managers are considering who their customers are, how and where they access the
Internet and the benefits they are seeking.
3 Web sites that do not deliver value to the online customer are unlikely to succeed.
E-retailers need to develop a sound understanding of who their customers are and
how best to deliver satisfaction via the Internet. Over time, retailers may begin to
develop more strategically focused web sites.
4 Given current levels of growth in adoption from both consumers and retailers it is
reasonable to suggest the Internet is now a well-established retail channel that pro-
vides an innovative and interactive medium for communications and transactions
between e-retail businesses and online consumers.
5 The web presents opportunities for companies to adopt different retail formats to sat-
isfy their customer needs which may include a mix of Internet and physical-world
offerings. Furthermore, bricks-and-mortar retailers and pureplay retailers use the
Internet in various ways and combinations including sales, ordering and payment,
information provision and market research.6 Web sites focusing on the consumer vary in their function. Some offer a whole suite
of interactive services whereas others just provide information. The logistical prob-
lems associated with trading online are limiting the product assortment some retailers
offer.7 Trading via the Internet challenges e-retailers to pay close attention to the online
markets they are wishing to serve and to understand there are differences between the
on- and offline customer experiences.
8 The virtual environment created by the Internet and associated technologies is a
growing trading platform for retailing. This arena is increasing both in terms of the
number of retail businesses that are online and the extent to which the Internet is
being integrated into almost every aspect of retailing. As a result retailers must choose
how they can best employ the Internet in order to serve their customers rather than
whether to adopt the Internet at all.CHAPTER 10· BUSINESS-TO-CONSUMER INTERNET MARKETING