E-commerce - Cape Peninsula University of Technology

Chapter 2: Literature review Page 41
advises when a particular trip a customer has been waiting for becomes
available. As customers increasingly use the Intemet to shop and realise the
added value it offers, as they get used to being treated as individuals, they
will come to expect this both on and off the Intemet. These authors further
explain that e-commerce cannot simply be considered as an altemative outlet
for distribution.
Furthermore, Ryan and Valverde (2003) explain that customers who choose
to communicate through a particular medium expect the firm to respond in
that same medium. For e-retailers, it is also important to recognise that,
because the Intemet is an instant means of communication. Customers who
choose to communicate through the Intemet are unwilling to tolerate delays.
Moreover, they demand an information service that is not only prompt, but
also proactive.
The pioneers of e-commerce have had an advantage. They have had time to
leam by their mistakes in a relatively quiet, non-competitive environment
when the industry was in its infancy and customer expectations were lower.
They have also built up an information bank, which they use to deliver added
value to their customers. They do this in a variety of different ways.
• Customised Web-Pages: E-retailers allow customers to develop their
own web or home pages. 'My Peapod.com and MyCDNow.com which
includes a personal Wish List' are examples of customised web pages.
Customers can also design their own garden with the online nursery
Gardenes-cape.com or keep a fumiture plan with Furniture.com's
'make it your home' (Adelaar, Bouwman & Steinfield, 2004).
• Targeted Information: E-retailers actively target information to
customers. This includes the targeting of advertising, promotions and
tailor-made activities. They are personally directed, highly relevant to
"