Target Marketing Your Internet E-Commerce - An unprecedented ability...
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5) An unprecedented ability to create systems that configure products so that costly errors are eliminated, thus reducing the expense of creating custom products
Presently, one-to-one selling can be viewed in two general categories, recommending and customization.
Brick-and-mortar companies have long known that for the most part, either a motivated buyer has done a great deal of research on a particular product, or a product has been enthusiastically recommended by a friend or business associate. This knowledge leads to two keys to establishing a Web site that motivates buying:
Ample information (so that the buyer needn't do any more research—and, in the process, possibly depart your Web site for another)
A positive recommendation.In the past effective recommendations were generally person to person, there are several reasons why these technology-based recommendations are valued now. One has to do with the dizzying array of choices that now faces consumers.
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