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E-commerce - Cape Peninsula University of Technology

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Chapter 2: Uterature review Page 42<br />

the customer and appear to be designed specifically for them. By<br />

targeting advertising, e-retailers create an opportunity to cross-sell. A<br />

customer who books a holiday to Botswana through Travelocity.com,<br />

the US worldwide travel site, will be exposed to relevant advertising.<br />

For example, the customer can make a direct link to Amazon.com with<br />

a recommendation on travel books on Botswana and guides to the<br />

fauna and flora <strong>of</strong> the area. The customer gets added value through<br />

the additional information that the advertising <strong>of</strong>fers but only because<br />

the content is relevant and the timing is right (Walsh & Godfrey, 2000).<br />

• Customer-retailer interaction: E-retailers involve customers directly by<br />

asking for feedback, points <strong>of</strong> view on products, comments or<br />

suggestions on a range <strong>of</strong> topics. E-retailers are courteous and<br />

grateful to the customer for this input. They send an automated 'thank<br />

you' and/or follow up with a personalised response. The e-retailer also<br />

creates opportunities for online participation in, or virtual access to,<br />

real-time in-store activities. At PrintempsJr, a French department<br />

store, a customer can gain access to specific store events.<br />

VictoriaSecret.com, the US based underwear and lingerie store, invited<br />

customers to join their Internet fashion show (Adelaar et al., 2004).<br />

• Customer-to-Customer Interaction: Customer-to-customer interaction,<br />

whether direct or indirect, also creates value. VirtualVineyard.com's<br />

food site uses their 'Recipe Queen' to indirectly link customers. They<br />

<strong>of</strong>fer recipes, cooking tips and suggestions but also post the answers<br />

to customer's questions, comments and ideas on the Internet for other<br />

e-eustomers to view. Amazon.com, CDNow.com use customer input<br />

in the creation <strong>of</strong> their book, music and film reviews, to the benefit <strong>of</strong><br />

other customers (Walsh & Godfrey, 2000).

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