Discounts Don't Sell

Discounts Don't Sell -...

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Discounts, Marketing Practices Working Against E-Tailers   A survey by  Valentine Radford  found that  online retailers are topping traditional stores in  service, but their marketing efforts and practice of providing discounts are keeping them from  getting the most from their customers.  Online retailers looking to succeed should target what the survey calls  "Internet Power  Shoppers" -- the one-third of online shoppers that buy twice as much as the other two-thirds.  Valentine Radford's "iCustomer Observer" survey, conducted quarterly in conjunction the  University of Missouri, Kansas City surveys 25,000 online consumers to determine current  attitudes and behaviors in such areas as product quality and selection, pricing, customer service,  advertising and current Internet shopping issues and trends. The  most recent results indicate that  Internet marketers don't understand the hybrid shopper they have created and, as a result, they  have missed the Internet Power Shopper.  According to Dr. Gene Brown, the Valentine Radford Professor of Marketing at the University  of Missouri, Kansas City, the Internet Power Shopper intends to spend $1,660 online over the 
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Discounts Don't Sell -...

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