RIO 2000 study urges web businesses to think local

E-commerce marketers risk alienating consumers and undermining their brands unless they take a local approach to their online strategies, according to a new survey by Research International.

E-commerce marketers risk alienating consumers and undermining their brands unless they take a local approach to their online strategies, according to a new survey by Research International.

The RIO 2000 study, which includes a global summary and 38 individual country reports, suggests the image of the global consumer is a myth and that e-commerce marketers cannot assume all consumers will embrace the US model of e-business.

'Outside the US, the consumer still needs to be convinced that e-commerce is for the mainstream and not just those who seek novelty or have a high acceptance of risk,' says the report.

The study says that trust is the key to establishing e-commerce relationships and that consumers require a greater degree of control during on-line transactions than offline.

It adds that local cultural factors have a great influence on consumer perceptions of e-commerce. Norwegians, for example, have relatively little confidence in fulfilment systems, while southern and eastern Europeans are less enthusiastic about e-commerce than northern Europeans.

'Product choice, competitive pricing and speed of transaction are expectations consumers have of online brands,' says the survey. 'The customer's time and anxieties must be respected.'



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers