ABSTRACT
Chapter 2 – e-Retailing in practice Chapter 3 – Integration of e-retailing into an organization Chapter 4 – Understanding and communicating with the e-consumer Chapter 8 – Branding on the Web Chapter 9 – e-Malls
After completing this chapter you will have an understanding of:
The difference between the clicks and bricks experiences
Shoppers’ search behaviour on the Web
Search engines
Directories
Ways to improve your Web ‘visibility’ and monitor the use of your pages
Clicks and bricks
The background to searching the Internet and the Web
Surveys on what people do and where people ‘go’ on the Web
Searching and finding on the Web
‘CLICKS AND BRICKS’
In the e-retail literature, much is made of the similarities between the new electronic ways (clicks) to sell goods to consumers and the traditional ways (bricks). One can talk about e-stores, e-shop fronts, e-shoppers, e-malls and so on. In this chapter, we highlight some of the differences between clicks and bricks. These differences arise from the totally different technologies which are used in a clicks store compared with a bricks store, and the totally different approach used by e-shoppers to find goods and services, to compare prices and to generally browse around. The essential concept is search – the process by which e-shoppers find information about products and services.
