Captive customers are only a click away

Article Abstract:

Many UK companies are failing to exploit the potential of the Internet as a sales tool, according to a report from Fletcher Research. In many cases, companies set up a Web site simply because they do not wish to be left behind, and do not really know how they should use it effectively. Some 65% of Web sites merely display corporate information, completely overlooking commercial opportunities. It is common for companies to bias Web sites towards a consumer audience, whereas in fact most Britons access the Web from work.

Management

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End of the Web as we know it

Article Abstract:

The World Wide Web is not the most suitable forum for Internet commerce, according to international research organization Forrester President George Colony, speaking at the 1997 European Forrester Forum. Trading over the Internet has not increased since the first half of 1996, and the average purchase value per online sale has actually fallen slightly. Shopping over the Internet is likely to be worth $6.5 billion by the end of the 1990s, from a forecast $1.1 billion in 1997, but this is still relatively low.

Internet, Forecasts and trends, Online shopping

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Beware of taking shortcuts on the information superhighway

Article Abstract:

It is vital to use the Web with caution if it is to be a successful sales tool. A company setting up a Web site must ensure that it appeals to real Internet users, rather than simply meeting the wishes of marketing staff, and must consider how to sell anonymously to an international audience. Customers are becoming more familiar with how the Web operates, and this means that companies must give more attention to added value services such as online services and prompt email responses.

Telegraph & other communications, Methods, Online information services

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