Why Read This
A history of insane promotions and deals has left the Web with the dubious reputation of being a bargain basement. As a result, online shoppers expect to find lower prices online than in other channels. Despite this expectation, merchants do not need to cater to the lowest common dominator. Many consumers shop online for convenience, and only a minority of online buyers comparison-shop. To ward off bottom-feeder buyers, eBusiness executives should focus on relaying brand strengths, minimizing promotions during non-holiday times, and working to convert more attractive shoppers by fixing basic site experience and merchandising flaws.