E Commerce

Branding @ the Digital Age by H. Meyers, R. Gerstman

By H. Meyers, R. Gerstman

The arrival of the net and different new electronic applied sciences implies that companies—be they digital or conventional bricks-and-mortar—must boost a winning method for providing compelling manufacturers within the digital global. Drawing on their event with Interbrand, the world's biggest branding consultancy, and together with chapters by way of branding specialists from such businesses as Pepsi-Cola, Procter & Gamble, and Hewlett Packard, the authors concentrate on the strategic function of e-branding. functional, confirmed, and designed for firms in any undefined, this e-book provides a full of life examine developing and maintaining e-brands past the present dot-com fizzle.

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The same consumer may shop at Costco (the global discount chain) on Monday and at Barney’s (New York clothier) on Tuesday. com (the online division of the national US health care and pharmacy chain). Because there is no one solution in the retailing business, consumers will continue to be multiplatformed in terms of retailers. A Kroger store visit on Monday, and a NetGrocer purchase on Tuesday, to send food to their weekend home, is the reality that consumers need multiple solutions from multiple sources to manage their diverse needs.

24 03MGch02 17/7/01 11:11 am Page 25 2 from retailing to e-tailing What is the manifestation of this experience? It’s the expectation that we will try to make you, the customer, feel special and always put a smile on your face. In fact, I’d say the whole mission of McDonald’s is to try to make you feel special and to make you smile. ” This is not an advertising slogan. It’s the McDonald promise; a promise of shared values, fun and youthful spirit. That’s our brand. We further defined the brand through nine key attributes that we felt demonstrated the essence of McDonald’s.

The result has been that 65% of the sales transactions across all industries that are initiated online are abandoned. They’re abandoned because generally, at the last moment, there may be a question or something in terms of the navigation that has not been appropriately designed or executed to make it easy for the customer to get that last-minute reassurance to close the sale. If companies really want their customers to complete the transaction and not go to another website, they may need to inject a type of human interface.

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