E-Commerce Times Talkback

Re: The Kings of Repeat E-Business
Posted by: Mark W. Vigoroso 2002-02-22 07:01:07

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Acquiring customers may be Job One for many e-tail marketers. But only those e-tailers
that convert new customers into loyal ones will thrive over the long term. "Customer
acquisition only really happens with a repeat purchase, not a first-time, heavily
discounted purchase," Forrester Research analyst James Crawford told the E-Commerce
Times.

Re: The Kings of Repeat E-Business
Posted by: azell 2002-02-22 12:09:43 In reply to: Mark W. Vigoroso

Using the Web for sales is not different from doing business in traditional means . . . profitable sales come from "second sales" -- add-ons, repeats, sales by referral. Why? Because the costs associated with acquiring the sale are greatly dimished and this is money that goes to the bottom line. Hence, retaining customers means gaining customers and sales.

Alan J. Zell, Ambassador Of Selling
Winner of the Murray Award for Outstanding Achievement in Sales & Marketing
Chairman, PNW Sales & Marketing Group

azell@aol.com