اینترنت: یک عصر جدید در خدمات مشتری

E-commerce, or shopping electronically via the internet, is revolutionising the way retailers do business. E-tailers offer better customer service than their bricks and mortar counterparts. They personalise sites, create opportunities for customisation and provide added value. They treat customers as individuals instead of segments. They make mass customisation possible. Going far beyond a customer's current expectations, they create customer loyalty. Traditional retailers need to rethink their current strategies. They must refocus on the customer. They have an opportunity to leverage their strengths, utilise their physical presence and create a totally new shopping experience. Some retailers recognise this and have responded. Several diverse strategies are emerging. If traditional retailers do not respond they are in danger of becoming extinct.