February 28, 2008, 12:00 AM

Where e-retailers are heading with Web 2.0 tech

Expectations of increased customer activity are driving a move toward wider deployment of Web 2.0, a Scene7 study says.

Expectations of increased customer activity on web sites leading to higher conversion rates and more revenue are driving a move toward wider deployment of interactive Web 2.0 technology by retailers and manufacturers, according to a January 2008 study, “Web 2.0 Experience 2008 and Beyond,” by Scene7, a provider of rich media technology and a unit of Adobe Systems Inc. Alternate product views are among the most commonly deployed tools today as well as the most planned this year and the most effective, the study says. More than 50% of respondents plan to deploy some Web 2.0 technology during the first half of this year, and 93% will deploy some by year’s end, the study notes.

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