Re: ONLINE-ADS>> Zapata is nuts...

Ann McCormick (ann_at_creativeseasoning.com)
Fri, 24 Jul 1998 10:07:21 -0500 (CDT)

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In today's Wall Street Journal (July 23) on the front page there is an
article entitled "Comparison Shopping Is the Web's Virtue -- Unless You're
a Seller". It makes some very interesting points about shoppers' behavior
on the Web, in particular that the ability to quickly do price comparisons
is forcing retailers to lower and lower profit margins. Branding is now
believed to be the key to long-term success for on-line retailers. In
support of this the article says:

"Hoping to stand out from the crowd, many Internet merchants have budgeted
as much as 70% of their venture capital seed money for marketing. Their
goal is to create the Internet equivalent of a Fifth Avenue address in
Manhattan. That would shield them from their many competitors; consumers
would flock to the most renowned Internet sites, convinced that they had
found the best, without dallying to see what else might be available."

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Ann McCormick -- Creative Seasoning Network
Dedicated to cooking & gardening with herbs & spices!
http://www.creativeseasoning.com
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