Richard Sherwin

As competition in cyberspace got fierce in 1999, e-tailers found they needed more than hot products and fair prices to attract, and keep, a customer base. Peter Newton-John, CEO, recognized the importance of offering more than just product to consumers. Value-adds (original content, reviews, sweepstakes or games for example) are "important because they are differentiating factors," Newton-John said, adding these features create a perception of the site for the consumer and give a company an edge over the competition. uses cross promotions, original content and product reviews to set itself apart from other e-tailers. Tim Zuckert, vice president, chief marketing officer,, said value-added features are

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