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a) physical products that cannot be distributed over internet; b) non-tangible products and services that can be delivered to customer online.
For travel and tourism industry fulfillment process is confirmation of reservation, booking and backroom movement of information to Vendor Databases.
Pillar 5) Online consumption is possible with only a few types of companies. It is not synonymous with travel. The closest use would be a virtual tour of experience and use of travel articles to satisfy consumer's interest for information on destinations, activities, etc.
Those selling information can actually have customers consume purchases online. For example, someone subscribing to Wall Street Journal Interactive Edition can browse various newspaper articles online.
Pillar 6) Online Support can be offered regardless of whether product or service is fulfilled and consumed by customer online. Many companies have an online support process in place. Customers can email or visit a special section of company website for support. More sophisticated database-driven company websites will allow users to track orders online and receive support information through use of a password or other form of identification code.
Pillar 7) Online direct one-on-one marketing. Once companies have got to this level of use of Internet, they should be using their customer database and market data to continuously communicate and market their services to their customers. This requires planning and marketing management. An example of this would be an online last minute club targeting specific customers on seasonal or regional specials.
The power of being able to deliver direct marketing programs at press of a key has enormous cost saving implications versus more traditional mail or general advertising mediums. It makes necessary analysis of return on investment of these types of programs much more favorable.
As you can see, there are several important steps in equation to selling online. When planning an e-business strategy, it is necessary to take these seven pillars of e-business into consideration. Ask yourself these questions:
How far do we want to take e-business equation?
How far will our business model and nature of our product offerings and services allow us to take e-business equation?
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Stuart Martin email@example.com www.banff.com 403-609-7092 Banff, Alberta, Canada "Where every day seems like a Holiday!"