The Role of the Web
From the vantage point of the retailer, the World Wide Web can serve one or more
roles:
● Project a retail presence and enhance the retailer’s image.
● Generate sales as the major source of revenue for an online retailer or as a
complementary source of revenue for a store-based retailer.
● Reach geographically dispersed consumers, including foreign ones.
● Provide information to consumers about products carried, store locations,
usage information, answers to common questions, customer loyalty programs,
and so on.
● Promote new products and fully explain and demonstrate their features.
● Furnish customer service in the form of E-mail, “hot links,” and other
communications.
● Be more “personal” with consumers by letting them point and click on topics
they choose.
● Conduct a retail business in a cost-efficient manner.
● Obtain customer feedback.
● Promote special offers and send coupons to Web customers.
● Describe employment opportunities.
● Present information to potential investors, potential franchisees, and the
media.