3.7 The E-Retailer and Promotion


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The E-Business, the E-Customer, their Relationship and Interactivity



KunnskapskildenE-Business –
E-Business, E-Customer, Relationship and Interactivity


The E-Business, the E-Customer,
their Relationship and Interactivity 

Jan Vig 

Dissertation  av Jan Vig om E.Business, E-Customer, Relationship and Interactivity  (286 sider) i forbindelse med Masterstudie i Information Technology and Communication Juni 2000.


The E-Retailer Business, the E-Customer,
their Relationship and Interactivity

Table of Contents

Chapter One Introduction to the study

Chapter Two Business in Cyberspace

Chapter Three E- Retailer Commerce

Chapter Four E-Customer, Relationship and Interactivity

Chapter Five A Successful Case study – Amazon.com

Chapter Six The Future, Critical Success Factors, E-Business Strategy, Results and Conclusion




Chapter 3

The E-Retailer Commerce 



Chapter Three E- Retailer Commerce

3.1 Introduction
3.2 The E-Commerce Opportunities, Barriers and Challenges
3.2.1 SWOT
3.2.2 Opportunities and benefits
3.2.3 Barriers and Treats
3.2.4 Challenges
3.3 E-Retailing
3.3.1 Online Retailing
3.3.2 Requirements and elements for E-Retailer commerce
3.4 Agents, intelligence agents and technology
3.5 The Customer led E-Business
3.6 The E-Retailer site development process and project management
3.6.1 The E-Retailer Web development process
3.6.2 Team and skills
3.7 The E-Retailer and Promotion
3.8 Competitive Intelligence and Market Research on the Internet
3.9 Summary




The E-Retailer and Promotion


The first thing E-Retailers need to do before beginning their marketing and promotion campaign is to decide what they are promoting, what they want to achieve, and who they are targeting. Online promotion techniques in tandem with offline promotion channels will serve to enhance the E-Retailers image. The E-retailer has a lot of possibilities for promotion both online and offline their E-Retailer Commerce Site.


Promotion mix is divided into four major parts: advertising, personal selling, sales promotion (SP) and public relations (PR). Participation in fairs or exhibits gives added value to the E-Retailer. By using sales promotion as a promotion tool, The E-Retailer is able to get stronger and quicker responses from the customers.  Public relations highlight the E-Retailer’s status by giving publicity to the company.  PR, used in a right way, gives the company high credibility and expressiveness in its actions. News and stories given in a form of press kits, speeches, seminars, annual reports or sponsorships and read from a newspaper by the customer usually seem more authentic and credible than advertising itself.


The E-Retailer can use direct mailing to gain customers. This will enable the E-Retailer to establish direct contact between the company and the target market. The E-Retailer can distribute brochures to the customer Groups. The E-retailer could advertise in business newspapers with the Web Site, through centers and at trade fairs. Using online promotion techniques in tandem with offline promotion channels will serve to enhance the E-Retailers image. This could be achieved by well-placed and targeted advertising campaigns.

The E-Retailer has different possibilities for promotion as mentioned above. In the Figur below is Internet pronotion described in four levels:





Source: Birch, Gerbert and Schneider(2000:123)

Figur 3.4 Internet promotion on four levels



According to Kent and Calishain (1999) the E-Retailers has the following main possibilities for promoting:


Web Site registration Getting the Word out
  • Web Site Checkup – Preparing for indexing
  • Register with Search Sites
  • Getting Certified – Assurance, Awards, and Alliances
  • Other Places to Register the Web Site
    Announcement services
    – Free for all link pages
    – Web Rings
    – Finding “like-minded links


  • Promoting in the Newsgroups and Mailing lists·        Grass Roots Marketing
  • Creating Newsletters and Discussion Groups
  • Advertising the Web Site
  • Affiliate Programs
  • Tracking Results and Responding


E-Mail PR Offline Promotion
  • Reaching Journalists Online
  • Electronic Press Releases


  • Print ads
  • Web Cards
  • Business Cards
  • Mail and fax Press Releases
  • Radio, TV
  • Advertorials




See Appendix 5 for further online promotion possibilities.

Download Dissertation


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Copyright © 2000-2015 VIG CONSULTING

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