Persuasive Message Paper
Electronic retailing has exploded during the last decade or two. Electronic retailing because of its immense popularity is now known as e-tailing. As defined by Dictionary.com, 2009, e-tailing “is the selling of goods and services on the Internet or through e-mail solicitation” (“E-tailing“, 2010, ¶ 1). E-tailing is predominately sales to consumers. Companies today are operating in an extremely competitive environment. In today’s market, customers are the most important aspect of the business. It is not only important to obtain new customers, but it is exceeding more important to retain those customers. In order for companies to be successful in obtaining and retaining their customers in the electronic environment, they must fully understand their behaviors and customize their sales towards their customer’s needs and wants. E-tailing is an extremely powerful tool for companies in a competitive marketplace to communicate with their current and potential customers about their products and services.
To be successful in the e-tailing environment, it is important for companies to match their products and services with their individual customers as closely as possible. Customers, in fact, want and desire such customization, as this is something in which they have become accustomed to in the brick and mortar stores that they had been shopping in regularly. Customer’s desire and require the human touch in the electronic environment. E-tailers, in order to be successful need to market and communicate this personalization in order to be successful.
An example of a communication sent to the customer would be in the form of an email confirming the customer’s purchase in a personalized manner:
Dear John:
Thank you for your order e-GiftCard order today. Your e-GiftCard has been paid for and sent to David Keefe. To see your order information and account history, please visit www.e-GiftCard.com.
E-GIFTCARD SENT TO: David Keefe
TO...