Retailers shift their ad spending from TV, radio and print ads to digital ads.
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E-retailing’s early marching orders were to build traffic, and last season’s holiday challenge was fulfillment. Today, a new theme is taking shape in the actions of retailers who’ve sharpened their focus on customer feedback and made it the centerpiece of how they design next-generation sites. Customers’ quality of experience online is emerging as the critical factor separating web store winners from the also-rans, and e- merchants who listen and act when loyal customers ask will earn a place at the head of the pack. “It’s less expensive to get more business from the customers you already have,” says Geiger. “The biggest strategic shift from last year is away from bringing new customers in at any cost to satisfying the customers you bring to your door and convincing them to come back again and again.”