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Local web sites: let's be pragmatic!
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The calling into question of the new economy has prompted firms already on the Net to downsize their internet projects. After e-commerce sites and centralized portals, a new tendency is emerging, based on a more pragmatic approach of the web's stakes, namely local web sites. Typical of this new tendency is the success of companies like e-local which just raised 30 million FF to develop "city-guides". These web guides displaying practical information and local news for every city are blossoming. According to a survey by CoSpirit Research on consumers' attitudes offline and online, 70% of the shoppers use the internet to get information, though they generally prefer buying in a "physical" shop. A local web site's mission is to address people close to the company by providing local information and services. This sort of site is administered in a decentralized way; a chain does not need to put effort on the management of its central portal anymore. All it needs to do is to favour the emergence of a network of local web sites, managed by the points of sale themselves and who are in position to bring value added services that will generate traffic to the stores. |
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Having a web site : why and how?
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The current economic situation does not look favourable for small businesses to develop an Internet project. Downturns in the new economy, bankruptcies of Internet companies drive "traditional" companies to a more cautious approach of the creation or re-design of their web site. All the more so as they do not master the necessary human nor technical means for this type of project. Nonetheless, the Internet has become a common business features. To be present on the internet is as natural and common as being featured in the yellow pages or having a fax number. In this sense, having a web site can be a simple solution for "traditional" businesses, at a limited cost and bringing real benefits in terms of image and communication. It is also a marketing tool answering very precise needs and that can drive visitors to the physical points of sale. According to the activity and strategic objectives of the company, its web site can also become another distribution's channel. |
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