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Linking Customer Behavior to E-Commerce Strategy

In an article on Nov. 13, in the Financial Times’ Mastering Management series, Wharton operations and information management professor Eric Clemons and Wharton Ph.D. student Michael Row note the critical importance of consumer behavior in establishing a web retailing strategy. The two researchers look at the type of relationship between buyer and seller, the scope of goods and services linking buyer and seller, and the … [ Read more ]

Content: Article | Source: Knowledge@Wharton | Subjects: Customer Related, IT / Technology / E-Business | Industry: Retail

That Elusive Customer Loyalty: How to Build It, Learn From It and Profit From It

Wharton marketing professor Barbara Kahn writes about the importance of turning customers into advocates who will not only develop loyalty to your company’s product or service but will also spread the word to other potential buyers. The article discusses the concepts of customer portfolio management and relationship marketing.

Content: Article | Author: Barbara Kahn | Source: Knowledge@Wharton | Subjects: Customer Related, Marketing / Sales

Online Conversion Behavior: The New Frontier of Internet Marketing

Despite a tough year for online retailers, many observers still believe that online sites are an economically efficient medium because of their ability to draw millions of customers to browse through thousands of products. But just how and when do online visitors become online purchasers? A new Wharton research paper entitled, “Which Visits Lead to Purchases?: Dynamic Conversion Behavior at E-Commerce Sites,” analyzes conversion rates … [ Read more ]

Content: Article | Source: Knowledge@Wharton | Subjects: Customer Related, IT / Technology / E-Business

E-Business Communication Gets Personal

InformationWeek research shows the move toward personalizing customer communications. See their charts for more specific details

Content: Article | Source: InformationWeek | Subjects: Customer Related, Marketing / Sales

One-to-(N)one? The internet’s once-rosy promise of truly personalized marketing seems to be wilting

This article describes how the hype surrounding one-to-one marketing has been anything but deserved. It also examines the technologies that were supposed to deliver on the promise of one-to-one, but haven’t yet replaced the human touch (incl. profiling, email, dynamic content, data mining, and collaborative filtering). Online and offline privacy issues are also discussed.

Content: Article | Author: Susan Kuchinskas | Source: Business 2.0 | Subjects: Customer Related, Marketing / Sales

With Billions of Bytes of Customer Data, How Can Retailers Be “Starved for Information”?

These days, it seems that both traditional bricks-and-mortar retailers and online “e-tailers” are drowning in a sea of customer information, including data from online transactions, point-of-service scanners, membership programs and even sensor chips on shopping carts. The question is, with all this sophisticated technology on hand, why have department store markdowns over the last 20 years grown from 8% to 33% of sales? And why … [ Read more ]

Content: Article | Author: Marshall Fisher | Source: Knowledge@Wharton | Subjects: Customer Related, Operations | Industry: Retail

Wanted: Loyal E-Shoppers

Article discusses results of a study on e-tailer loyalty with some interesting findings; of course, since it is from The Standard, there are some great metrics to take away (you can also find them summarized in the MBA depot Market Research section)

Content: Article | Author: David Lake | Source: The Standard | Subjects: Customer Related, IT / Technology / E-Business

Value Propositions

Interview with Mercer Management Consulting’s David Bovet and Joseph Martha (authors of book titled ‘Value Nets: Breaking the Supply Chain to Unlock Hidden Profits’) elicited five value propositions that are reshaping the relationships between companies and their customers.

Content: Article | Author: Keith Hammonds | Source: Fast Company | Subjects: Customer Related, Management