e-Retail - Using home delivery as a service differentiator and strategic marketing tool — Andrew Starkey, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 2

This paper proposes to marketers engaged in e-Retail marketing, the importance of using the quality of their organizations’ ‘home delivery’ service as a means of differentiating their online offer to drive new sales and retain existing customers. The paper will provide marketers with: an insight into the delivery needs of consumers — what they want and what is valued; a snapshot view of how the market is responding (or not) to these needs and the opportunity this creates; the costs associated with not meeting consumer’s expectations, highlighting the opportunity to reduce these costs and contribute directly to the organizations’ bottom line; guidance on how to go about benchmarking the organizations’ delivery offer; access to best practice to improve the organizations’ delivery offer. (9 pages)

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29 Oct 2010		£19.50
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