9. Online Retailing

Applying Learning and Traditional Tools

In online retailing, shopper behavior follows largely the same patterns as those observed in traditional retail. The lessons from behavioral research remain just as vital, and smart online retailers can equally apply the traditional retailer’s tools and success drivers to improve their site’s performance. However, e-tailing also possesses several unique characteristics that must be recognized and incorporated into planning. The application of the lessons from traditional retail in a framework that take maximum advantage of the unique online opportunities can help retailers optimize their Internet sales results.

Our review of the impact of behavioral research on shoppers in-store tracked ...

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