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What Your eTail Customers Want


Remember that scene in "The Godfather" when Michael says, again, "It's not personal, it's business."

Well, fuhgedaboudit.

Those two terms are no longer mutually exclusive. In fact, a new survey of online customers confrims the opposite: the two are, in fact, mutually inclusive.

Customers increasingly want a personalized, interactive transaction with their eTailer.

The survey that included a cross section of 32,000 online shoppers, put out by IBM, digs in deeper with the specifics.

Here are some of the more interesting nuggets:

- 79 percent surveyed want to be able to print off coupons on store sites.
- 68 percent want more transparency with current inventory. They want to know if nearby stores have the actual merchandise in stock that they want to buy.

- Speaking of store locations, they want that too. Shoppers want you to tell them where to go (so to speak). Seriously, 75% want to generate nearby store locations from their mobile devices.

If any or all of these sound like more trouble than its worth, consider this:

- 61 percent don't care. They want they want anyway and say they'll pay extra for it.

Last updated: Jan 12, 2010

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