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The E-Commerce Blueprint: Creating Online Brand Experiences

2000; Wiley; Volume: 11; Issue: 4 Linguagem: Inglês

10.1111/j.1948-7169.2000.tb00145.x

1948-7177

David W. Norton, Lise Eckardt Hansen,

Digital Marketing and Social Media

A CONTINUING design challenge is to develop an Internet retail environment that transforms visitors into customers. Dave Norton and Lise Hansen believe success depends on a detailed understanding of the information potential customers want. This allows designers to devise relevant and compelling online experiences, a sequence of unique exchanges that build a relationship between a customer and a brand. A fascinating case study on the Royal Caribbean International Web site illustrates their design principles.