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by Peter Cooper
Why Customers Change Retailers
There are a few reasons
why someone would choose to purchase goods or services from another retailer on
the Web.
Someone will divert from their 'trusted' e-tailer
if they:
- don't offer the product
required
(Amazon doesn't really have a problem here, they can supply the
vast majority of all books) - are inaccessible for a prolonged period of
time
(This, thankfully, hasn't been a problem with Amazon. Perhaps investing
in a good ISP makes sense, no?) - don't offer a feature/special offer that
their competitors offer
(Once again, Amazon is usually first with the special
offers) - raise prices, or won't price match their competitors
(Amazon
is usually the cheapest) - become inconvenient for the customer's new locality
(To
a point, this is irrelevant on the Internet, and in Amazon's case, they've launched
a number of national sites)
As
demonstrated, Amazon doesn't have any major problems in any of these areas, which
is why they hold the market. Customers have the option of using a competitor,
but they often choose not to since Amazon provides them with the service level,
price level and feature level that they have come to expect. Now, before you rush
to launch your e-commerce site, there are some obvious lessons to learn.
