{"id":47319,"date":"2017-10-17T08:17:48","date_gmt":"2017-10-17T12:17:48","guid":{"rendered":"https:\/\/brocku.ca\/brock-news\/?p=47319"},"modified":"2024-09-01T09:56:10","modified_gmt":"2024-09-01T13:56:10","slug":"armstrong-thongpapanl-tailoring-the-customer-experience-boosts-online-sales","status":"publish","type":"post","link":"https:\/\/brocku.ca\/brock-news\/2017\/10\/armstrong-thongpapanl-tailoring-the-customer-experience-boosts-online-sales\/","title":{"rendered":"ARMSTRONG, THONGPAPANL: Tailoring the customer experience boosts online sales"},"content":{"rendered":"<p>Michael Armstrong, an associate professor of operations research, and Narongsak (Tek) Thongpapanl, a professor of marketing and product innovation, both in Brock&#8217;s Goodman School of Business, recently <a href=\"https:\/\/theconversation.com\/tailoring-the-customer-experience-boosts-online-sales-84941?utm_medium=email&amp;utm_campaign=Latest%20from%20The%20Conversation%20for%20October%2011%202017&amp;utm_content=Latest%20from%20The%20Conversation%20for%20October%2011%202017+CID_3dae542c4d4eec8db02ee18e2676babb&amp;utm_source=campaign_monitor_ca&amp;utm_term=Tailoring%20the%20customer%20experience%20boosts%20online%20sales\" target=\"_blank\" rel=\"noopener\">co-authored a piece in The Conversation<\/a> about the need for retailers\u00a0to tailor their websites and strategies to their target customers, whether they\u2019re across town or across oceans.<\/p>\n<p>Armstrong and Thongpapanl write:<\/p>\n<p><em>Annual online retail or \u201ce-tail\u201d sales now exceed\u00a0$19 billion in Canada,\u00a0AUS$21 billion in Australia,\u00a0US$410 billion in the United States, and\u00a0US$1 trillion in China.<\/em><\/p>\n<p><em>In the United States, conventional retail is growing but e-tail is growing four times as fast. Amazon already captures\u00a043 per cent\u00a0of American online retail sales, and it continues to\u00a0expand\u00a0into new retail categories, such as\u00a0groceries, and new countries, including Australia. Other e-tailers such as Wish are also growing rapidly.<\/em><\/p>\n<p><em>In response, brick-and-mortar retailers are enhancing their online offerings. For example,\u00a0Walmart\u00a0and\u00a0Loblaws\u00a0now allow customers to \u201cclick-and-collect\u201d by buying online and picking up their purchases in-store.<\/em><\/p>\n<p><em>But e-tail isn\u2019t easy. One challenge is foreign competition. Statistics Canada reports that\u00a040 per cent\u00a0of Canadian online sales come from foreign sources. That could increase if the renegotiation of the North American Free Trade Agreement winds up raising\u00a0online duty-free limits.<\/em><\/p>\n<p>Continue reading the full story <a href=\"https:\/\/theconversation.com\/tailoring-the-customer-experience-boosts-online-sales-84941?utm_medium=email&amp;utm_campaign=Latest%20from%20The%20Conversation%20for%20October%2011%202017&amp;utm_content=Latest%20from%20The%20Conversation%20for%20October%2011%202017+CID_3dae542c4d4eec8db02ee18e2676babb&amp;utm_source=campaign_monitor_ca&amp;utm_term=Tailoring%20the%20customer%20experience%20boosts%20online%20sales\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Michael Armstrong, an associate professor of operations research, and Narongsak (Tek) Thongpapanl, a professor of marketing and product innovation, both in Brock&#8217;s Goodman School of Business, recently co-authored a piece in the Conversation about the need for retailers\u00a0to tailor their websites and strategies to their target customers, whether they\u2019re across town or across oceans.<\/p>\n","protected":false},"author":1,"featured_media":45641,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[39,6],"tags":[594,4395,5365,5512],"_links":{"self":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts\/47319"}],"collection":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/comments?post=47319"}],"version-history":[{"count":1,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts\/47319\/revisions"}],"predecessor-version":[{"id":47322,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts\/47319\/revisions\/47322"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/media\/45641"}],"wp:attachment":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/media?parent=47319"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/categories?post=47319"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/tags?post=47319"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}