TITLE

Deliver on the promise

PUB. DATE
January 2000
SOURCE
Advertising Age;1/10/2000, Vol. 71 Issue 2, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
The article comments on the failure of many online retailers to fulfill customer orders in time for the 1999 Christmas season. Internet retailers over all managed to deliver orders on time and correctly just 65% of the time during the holiday buying season, according to an estimate by one electronic commerce consultancy. Web retailers are recommended to study up on branding. Customers soon will expect and demand efficient customer service and satisfaction. Any electronic commerce outfit can hire a popular agency to produce a campaign to lure in visitors once. But few electronic retailers will master the far more complex matter of running a retailing business and of articulating and keeping a brand promise.
ACCESSION #
2671930

 

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