Retailing And Merchandising In Textiles And Appare

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 19 : Sales Promotion Techniques

E-Commerce

The multimedia capabilities of the Internet allow advertisers to combine graphics, text, sound, and moving images on banner ads. However, retailers have to differentiate their ads because there are millions of web sites competing for attention.

When a consumer makes a purchase from an E-commerce site, the retailer requests the customer's E-mail address. Then the retailer can use that address for advertising, delivering messages about special promotions and products directly to an existing online customer. E-mail allows the retailer to be much more specific and tailor the ad to the consumer's demographics and buying history.