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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Using Retail Tips to Increase E-tail Profits

How can you make the most of retailing expertise if you sell online? Become familiar with retailing techniques and learn how to apply them in your virtual store. The following tips can serve as a checklist:

  • Know the customer. Approximately two-thirds of consumers prefer to shop in traditional retail stores. The psychology of the shelf is more than usability. Test frequently.

  • Know your competition. Your competition is retail and every other selling motion.

  • Understand the categories. Retailers know you can't just put products on a shelf—you must learn about each category.

  • Borrow retail expertise. Incorporate more sophisticated techniques in your plan. Don't limit your plan to e-commerce.

  • Create the familiar. ...

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