2015 | OriginalPaper | Buchkapitel
Online Retailing
verfasst von : Ian Chaston
Erschienen in: Internet Marketing and Big Data Exploitation
Verlag: Palgrave Macmillan UK
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Pure play and clicks and mortar retailers seeking to optimise the performance of their online operations need to focus on the key aspects of the sequential transaction process to maximise the volume of successful transactions (Rowley, 1996). This sequential process ensures the customer successfully progresses through each of the activities of (i) searching, browsing and identifying goods of interest, (ii) selecting and ordering, (iii) making a secure payment and (iv) the delivery of purchases.