engleski

Top European Retailers and Customer-Centered Web Structuring

The past decade was the decade of “ e-everything” and many authors praised the efficiency of web usage for different business purposes. But practice showed that the web as a communication and distribution channel is not as powerful as it was claimed to be. After the dotcom explosion, the process of sobering-up followed and a large number of pure e-companies were shut-down. On the other hand, in the same period traditional companies discovered that the web can be used as an additional communication and distribution channel. This paper explains how the largest brick-and-mortar European retail companies structure their web sites making them useful for their customers.

retailing; e-tailing; bric-and-click; top global retailers; the web

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