The strategic opportunity is much broader. Except for high-end items, which still can have their place in EC activity, most marketing follows a broadcast model offline, he says. In EC, this isn't true. What you have the opportunity to do with Internet commerce is to tailor your message to an individual customer. Companies can also combat commercial costs such as product configuration, comparison and delivery by adding a customer service aspect to their EC activities.
Companies have a real incentive to empower their customers.
If you cut down on the cycle time involved in all of your customer-facing processes, you probably need to fill orders faster than you did before. With digital goods, you can do fulfillment online. When working with physical products as well as digital products, companies can use electronic catalogs and channels to market goods that might be too costly to maintain at store locations. Those items cost retailers money if kept in stock too long. Virtual floor space doesn't take up as much room as physical floor space.