Prof. Says e-retail will improve second time through
Consumers should encounter improved service from web retailers during the upcoming holiday season, says Ball State University retailing marketing expert James Lowry.
To overcome inventory and delivery problems that plagued last year's shopping season, e-retailers invested heavily into new inventory processes by adding package-tracking software to keep tabs on merchandise from sale to delivery. At the same time, many web businesses hired delivery experts to improve quality control and built distribution centers to simplify the process, Lowry says. "Last year was the first big holiday shopping season that brought a lot of bang to the web," Lowry says. "Web-based retailers spent a great deal of money advertising to lure consumers and they weren't ready for it." Lowry believes hiring experienced delivery personnel from established brick-and-mortar outlets will help e-retailers immensely. At the same time, as established companies expand their online services, consumers should encounter fewer problems. "Some consumers are a little leery of some dot-coms because of the lack of reputations, as opposed to Bloomingdale's, Target, L.L. Bean and J.C. Penney," Lowry says. "When you order from an established company, you know what to expect."
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