Reach. Evans and Wurster say: 'It [Reach] means, simply, how many customers a business can connect with and how many products it can offer to those customers'. Reach can be increased by moving from a single site to representation with a large number of different intermediaries. Allen and Fjermestad (2001) suggest that niche suppliers can readily reach a much wider market due to search-engine marketing (Chapter 8). Evans and Wurster also suggest that reach refers to the range of products and services that can be offered since this will increase the number of people the company can appeal to. Richness. This is the depth or detail of information which is both collected about the customer and provided to the customer. The latter is related to the richness of product information and how well it can be personalised to be relevant to the individual needs. Affiliation. This refers to whose interest the selling organisation represents - consumers or suppliers - and stresses the importance of forming the right partnerships. This particularly applies to retailers. The authors suggest that successful online retailers will provide customers who provide them with the richest information on comparing competitive products. They suggest this tilts the balance in favour of the customer.
Providing a local site, with or without a language-specific version, is referred to as localisation. A site may need to support customers from a range of countries with:
• different product needs;
• language differences;
• cultural differences.
Localisation will address all these issues. It may be that products will be similar in different countries and localisation will simply involve converting the web site to suit another country. However, in order to be effective, this often needs more than translation, since different promotion concepts may be needed for different countries. Examples of localised sites include Durex, B2C, and Gestetner, B2B. Note that each company prioritises different countries according to the size of the market, and this priority then governs the amount of work it puts into localisation.
Was this article helpful?
Whether you've created a website already or are planning to create one in the near future, you know that's only half the battle. The other half is getting your website found in the search engines in hopes of attracting those interested in the type of products or services you offer.