January 19, 2001, 12:00 AM

Web Stores Follow Herd, Fail to Customize Shopping

Don Davis

Editor in Chief

Many e-retailers are missing prime opportunities to build relationships with their customers by differentiating among categories of customers or personalizing what customers see on their screens, according to research by the Peppers and Rogers Group. Financial service and travel/hospitality sites outperform most retail sites, the firm says.
     The firm, which looked at Web sites across eight industries, found that Web marketers tend to copy their direct competitors, without learning about techniques useful in other industries. Among the firm's recommendations: Make sure the customer never has to input the same information twice, including sizes and preferences.
     The Stamford, Conn.-based firm's full report will be released in January, it says.


Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!




Relevant Commentary


Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...


Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...