E-commerce - Cape Peninsula University of Technology
E-commerce - Cape Peninsula University of Technology
E-commerce - Cape Peninsula University of Technology
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Chapter 2: LITerature review Page 18<br />
South African time on Sunday morning, this customer can. Despite the time<br />
difference, Amazon.com answers the customer's questions, <strong>of</strong>fers advise,<br />
gives recommendations, processes and confirms the order, and even advices<br />
<strong>of</strong> the expected time <strong>of</strong> delivery. In the meantime, Amazon.com locates the<br />
book in the physical world and notifies the customer <strong>of</strong> any problems that may<br />
occur in obtaining or shipping it. As the customer receives the confirmation <strong>of</strong><br />
shipment, tracking <strong>of</strong> the order can be done by accessing Amazon.com's<br />
tracking system on their website. The ability <strong>of</strong> the e-retailers to carry out a<br />
constant dialogue with their customers is an integral part <strong>of</strong> the<br />
personalisation process. How opportunities for dialogue between e-retailer<br />
and customer are conducted, is what differentiates sites.<br />
Personalisation is not just limited to the service that is <strong>of</strong>fered. E-retailers are<br />
increasingly customising products and <strong>of</strong>fering them on a mass-market basis<br />
at an acceptable price to the customer. Customised products according to<br />
Walsh and Godfrey (2000) are probably the ultimate in personalised service<br />
and can command a price premium. Dell.com pioneered this concept. They<br />
custom-built each computer so that rarely do two computers leave the factory<br />
with exactly the same configuration. Children can custom design their own<br />
Barbie® doll through Matlel.com's My Desgin®, choosing a name, hair, eyes,<br />
fashion accessories and even her personality. Acumin's SmartSelecpM<br />
determines what vitamins a customer needs and how much <strong>of</strong> each and then<br />
custom formulates a vitamin pill. Levi's <strong>of</strong>fers over 750 options for custom<br />
made jeans through their levLcom or original spin website. Customers can<br />
create a CD with their own selection <strong>of</strong> tracks with CDNow.com.<br />
Landsend.com uses a 3D Internet model <strong>of</strong> the customer to personally<br />
recommend a range <strong>of</strong> suitable swimwear and 'mix and match' beachwear<br />
options, based on a customer's size and pr<strong>of</strong>ile. Customer's can even<br />
custom-design eyewear on the Internet using Paris Miki's Japanese site.<br />
Using a self scanned image, customer's view eyewear best suited to their<br />
lifestyle and facial features (Burt & Sparks, 2003).
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