Service: Finding new ways to lure customers
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[December 14, 2005]

Service: Finding new ways to lure customers

(Dallas Morning News, The (KRT)) The old e-commerce problems _ slow-loading pages, crashes from traffic surges _ have nearly vanished.

Now online retailers are turning their focus from technical issues to customer service.

The Internet makes it easy for shoppers to find the lowest price. So retailers are trying to give them what they can't find anywhere else.

"You want to create that repeat customer, and innovation is the way you do it," said Kurt Peters, editor of Internet Retailer.

"The industry has really moved beyond a focus on the technology and has really focused on the fundamentals of retailing."

Some retailers, such as Circuit City Stores Inc., Talbots Inc. and Famous Footwear, allow customers to pick items up at a nearby store to avoid delivery charges.

Others encourage customers to evaluate products in person then order online.

Dell Inc., for instance, has kiosks showcasing its products in malls.

Retailers are also taking advantage of the Web's flexibility.

Timberland allows online shoppers to customize boots, something that would be difficult in a physical retail store.

And Amazon.com is selling book excerpts.

"That's something you could not do without the Internet," Peters said.

"It would be impossible to go into a Borders or Barnes & Noble and rip out a chapter of a book and try to buy it."

___

(c) 2005, The Dallas Morning News.

Visit The Dallas Morning News on the World Wide Web at http://www.dallasnews.com/

Distributed by Knight Ridder/Tribune Information Services.

For information on republishing this content, contact us at (800) 661-2511 (U.S.), (213) 237-4914 (worldwide), fax (213) 237-6515, or e-mail reprints@krtinfo.com.

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