Establishing a storefront on the Web positions enterprises for one-to-one marketing—the ability to customize products and services to individual customers rather than large market segments. The Web facilitates one-to-one marketing by enabling businesses to capture information about demographics, personal buying habits, and preferences. By analyzing this information, enterprises can target merchandise and promotions for maximum impact, tailor Web pages to specific consumers, and conduct effective, tightly focused marketing campaigns.
No business can afford to ignore this opportunity. But businesses also can’t ignore the potential pitfalls. Before entering the fiercely competitive e-commerce arena, businesses must carefully assess and address the accompanying risks.