Revolution E-commerce Report sponsored by USWeb/CKS - Holistic approach to ensure success.

opportunity for businesses this century. Predicted revenue is talked about

in billions of dollars. But to take full advantage, companies have to do

more than put a front-end on their web sites that can process credit card

transactions.

Many businesses that go online have exceptional business plans and solid

IT integration, but the web site means nothing because it’s not in tune

with its target audience. Others have a fine front-end and are switched

onto the web, but fail to integrate it as part of their business.

Part of the problem is that businesses often consult in isolation.

If they outsource the project, they speak to different firms or, if doing

the work in-house, individual departments. This results in one team doing

the web site creative, one the technology integration, and another the

business strategy. Inevitably, the result is incoherent.

A holistic approach is a prerequisite for success.

It means having the right creative team to develop a site where the

customer can interact and feel secure. And it means having the technical

skills to integrate an e-commerce site with existing business and

technology systems.

Once the e-commerce site has been built, it must earn the right to

sell.

Customers must be served throughout the complete buying and ownership

cycle. Treating customers right increases conversion of visitors to buyers

and enables companies to build relationships. Those that don’t risk being

relegated to commodity suppliers, their customers served by new

intermediaries.

Used badly, the internet is just a tedious irrelevance for customers, and

can reduce brand value. A well-planned, constructed and creative site,

supported with superior customer service, strengthens brand image and

ensures that the golden opportunity of e-commerce translates into success

where it matters - on the bottom line.