Brochures and Direct Deskop Advertising
The Desktop Channel is not only a promotional tool, but a sales
its own right.
digital catalogs, circulars, and brochures are fully e-commerce
enabled requiring the customer to go online only during the very
last stage of the sales process - the (seamless) 'check-out'.
a result, tests prove that shopping takes place up to five times
faster than when
online (assuming the customer uses a 56K modem).
This is critical for the satisfaction of customers without broadband
connections, particularly if they are only beginning to become
with shopping digitally. As the Yankee Group states, 77% of shoppers
abandoned a cart at least once while online.
of these situations are due to slow performance, Internet Explorer
freezing, or simply because 'the phone rang' or 'the baby's crying'
or other normal events which mean that when the customer returns
to the PC, more often than not their ISP have
disconnected them from the Internet.