June 12, 2008, 12:00 AM

Desktop widgets engage customers where customers electronically live

E-retailers can use the little applications to shoot promotions and coupons over to the desktops of Internet users to better engage their customers, a Forrester Research analyst says.

Paul Demery

Managing Editor, B2B E-commerce

Desktop widgets are little applications that so far have a small user base. The applications send information in real time to a contained visual area that resides on a user`s desktop. But just because relatively few Internet users have adopted widgets to date does not mean the applications cannot be of use to e-retailers, Brian Walker, senior analyst at Forrester Research Inc., said at the Internet Retailer Conference & Exhibition this week.

"A widget is a tool e-retailers can use to keep in touch with their most frequent and passionate customers," Walker said. He spoke during a session titled "The Big Power of Little Widgets." "And Internet users who use widgets use them a lot."

Retailers can use desktop widgets to get important information-information shoppers want by virtue of downloading a widget in the first place-directly to where shoppers most frequently reside, Walker said. Promotions, special offers, pricing changes and coupons are among the best content retailers can deliver to a shopper`s desktop via a widget, he added.

"Desktop widgets are a great way to extend your brand presence," Walker said, "and a great tool to engage a focused group of your customer base every day."

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

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 ...

FPO

Charles Nicholls / E-Commerce

E-mail remarketing: three best practices to maximize revenue

Consumers who make it to the shopping cart are interested in buying. The chief strategy ...

Advertisement