Online retailing has an enormous impact on the way people around the globe make purchases. Experts agree that the volume of online shopping will continue to increase at tremendous rates over the next few years. Yet many businesses struggle to adjust while clinging to offline strategies long proven to be ineffective online. This lag between online retail practice and online retail reality creates opportunities for enterprising, Internet-knowledgeable businesses, and will make others obsolete. Internet psychologist Graham Jones explores shoppers’ online behavior, shows where many online retailers fall short and provides a practical business model for any type of company. This comprehensive how-to book is instructive rather than engaging, but getAbstract recommends Jones’s insights to anyone operating or investing in online retail.
In this summary, you will learn
- How consumers’ online behavior differs from their shopping behavior in real stores,
- What common mistakes online retailers make and
- How you can use the “CLICK” model to improve your online store.
About the Author
Graham Jones is a psychologist specializing in Internet usage and the author of 29 books. He is an associate lecturer at the Open University and a popular consultant and speaker.
Comment on this summary
Customers who read this summary also read
Yale UP, 2017
Kyle B. Murray
University of Toronto Press, 2016
Philip Kotler et al.
Chris Biggs et al.
Boston Consulting Group, 2017