SIGIA-L Mail Archives: RE: [Sigia-l] Looking for research
RE: [Sigia-l] Looking for research
Karuna said:
>the biggest challenge your retailer will have in keeping its market
>share of 25-35 YO women 5-10 years from now is a marketing & branding
>challenge - how to keep the brand desirable - fresh, new, youthful - more
>than a technology challenge. If you assume women are going to continue
>buying online in increasing numbers (as internet access becomes even more
>accessible), then it sort of just becomes a numbers game (server capacity)
>once you have that branding challenge handled.
I totally agree with you, that the biggest challenge to keep attracting this segment is about branding. This is always a challenge to us and for this we have a number of marketing tools etc.
However, will the next generation of online consumers have higher expectations and higher demands on an e-commerce site and the functionality and customer experience? And more importantly, for this group, will a bad online experience cause a greater brand damage.
I think so. I believe the next generation online shoppers, the ones who are native to the web, emails etc. are less likely to blame a bad online experience on there own abilities. I think they will trust their abilities and skills more and recognize a bad web site when they see one.
/jonas
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: Thu Apr 08 2004 - 16:17:15 EDT
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