For many business leaders are disappointed with the growth of sales through the Internet, the web clients that they are traitors and are not willing to spend. But that is attributable to that managers do not exploit it more value to customers, which is involved.
Our research shows that shoppers who want to buy cars online want to get information about cars, but they also wanted to gain knowledge about other topics such as tourism, sports, clothing, and finance. Perhaps the online shoppers and those looking for custom clothing for the rich, they want to obtain information about the arts, or even business.
The majority of companies to define their positions to provide little information about the products or services offered for sale. In fact, tell us the majority of managers we spoke with them in our global because they believe that the existence of a wide range of information leads to divert attention from the basic presentations.
But we found that this information helps customers search for solutions, and invites them to think about all the ways in which the basic products that add value to their lives, and win their loyalty and entice them to buy. In fact, we found that the exploitation of consumer willingness to participate is directed only to estimate the dominant contributor to the Top e-commerce companies.
And ensure our analytical account of more than 1700 specialist e-commerce site, as well as interviews with 238 clients, and 112 managers in the United States, Europe, and Asia over the past four years. He felt 57 per cent of managers disappointed by sales growth in their businesses over the Internet, while I had only 17 per cent of managers plan to change their websites to improve sales in a sign that they do not know how to begin to turn the tide. I think most of them that the price is the only important way to attract customers via the Internet.
We recorded the locations on the five practices, which he said customers are most important for them, and found that the final rating is the highest in these practices is linked to the larger values of the company as measured by Tobin's Q ratio, the ratio of market value to replacement value of the asset. In addition, shares more than 25 companies with the highest-rated sites, the benchmark S & P 500 by two percentage points, on an annual basis, from 2003 to 2006.
Four of the practices are increasingly common and expected by customers, and without them, the sites can not hope to keep buyers for a long time. These four practices are: specially designed shopping, the classification is clear, follow the order, and in-depth information on the product or service.
The practice of the Fifth, the involvement of customers through the provision of information about the products and related services, which constitutes the most important opportunity. And the highest ranking for this practice is the strongest indicator of the proportion of Tobin in the company, and then come to categorize any of the other four practices. Have made the top 25 best performing companies in terms of customer engagement and exceeded the S & P 500 by more than 12 percentage points, on an annual basis, during the period. About 23 per cent of the sites in the sample used the practice of making customers.
The e-commerce site for the company Ralph Lauren is a good example of how to engage customers. Through the magazine, Ralph Lauren, "a luxurious lifestyle," published by the company over the Internet, you are inviting customers to return again on a regular basis to the site for the fashion, art, sports, health and diets, and business - which makes it easy to hold and to link the brand beyond product Statute. The performance reflects the success of the company's e-commerce site: where the proportion of the company's Tobin from 1.6 in 2003 to 2.6 in 2006, and its share price has increased more than three times from 2003 to 2007.
One very effective way in which the company can start to know the concerns of Zbaitha is to present an extensive list of places to site visitors, and demand them to vote on topics that appeal to them. The firm can use these responses to help develop a decision on what their attributes, such as wealth, attractiveness, and exclusive, for example, that you want to attach to customer brand.
The next step is to provide supplementary information that will help customers link to do so, using a Porsche, for example, the company to provide e-adventure trips and tourist information, thus enhancing the brand image, which revolve around passion and high performance.
* Andreas me. Aizenjerech, an assistant professor in the Faculty of Tanaka Business at the University of Imperial College, and Research Fellow at the Center for Global Innovation Marshall School of Business at the University of Southern California in Los Angeles. And Tobias Kretschmer, Professor of Management at Deutsche Telikun, the Director of the Institute of Economics in the Faculty of Communication of the Department in Munich Ludwig Maximilian University in Germany).
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