Asset Details
Do you wish to reserve the book?
The hidden value of sporadic customers in e‐retailing
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
The hidden value of sporadic customers in e‐retailing
Do you wish to request the book?
The hidden value of sporadic customers in e‐retailing
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
The hidden value of sporadic customers in e‐retailing
2005
Overview
The purpose of this research is to analyze empirically the transaction profitability derived from sporadic and frequent customers in the e-retailing sector of minor home appliances in Brazil. A company's database was analyzed quantitatively to assess the transaction profitability derived from sporadic and frequent customers purchasing via the firm's digital channel, namely its web site. Besides, qualitative evidence was also collected from interviews with the main professionals involved in marketing and e-commerce in the firm and through analysis of the company's web site and e-mail communications with customers. It was found that the commercial transaction profitability associated with sporadic customers can be higher than that derived from frequent purchasers. The study concentrated on a single company within a specific industry (minor home appliance e-retailing) based in a specific country, namely Brazil. The benefits of Web consumer retention would only seem to be advantageous for digital companies that are client-centric, which can interact with these consumers. Furthermore, the mere fact of using transactional practices, low differentiation between products and the emphasis on promotion of price on the web would seem to increase sensitivity to price on the part of the consumers, particularly those who make purchases more frequently. The value of this research is to enable practitioners and academics to grasp fully the real value of frequent and sporadic clients, in order to allow digital companies to develop coherent strategies for them.
