Online commerce 'brings in punters'

Online commerce is proving effective in attracting consumers, according to one e-commerce expert.

Martin Newman, head of e-commerce at fashion retailer Ted Baker, asserts that the internet is providing fresh retail opportunities for businesses prepared to embrace online commerce, in an interview with to e-consultancy.com.

Highlighting the benefits of having a good online presence, Mr Newman also argues that e-commerce acts as driver for on and offline purchases.

In this respect so called 'multi-channel' retailing is seen as a key draw for consumers looking for flexibility and convenience. Therefore traditional in-store shopping can be complemented by an online presence, while mobile content is another growth area highlighted, offering another means through which consumers can access retail services.

In multi-channel retailing a combination of channels can be exploited by the consumer at their own convenience, for example purchasing online and picking up an item at the store or, browsing at a store for home delivery.

"The web lends itself well to customer retention due to the ability to understand customer behaviour better than in a bricks and mortar retail environment," explained Mr Newman.

"Channel hopping is becoming more and more prevalent and therefore customer retention strategy needs to have a true multi-channel approach."

© Adfero Ltd

17 Aug 2007 13:53:42 (Source: Adfero)