A lot of people we talk to are enamored of the Web aspects of the process, but haven't yet thought through these tough back end issues. In comparison to the logistics of fulfillment, customer service, and all the rest, the Web site is the relatively straightforward part of the business. Call centers serving catalog companies accept telephone calls from consumers, usually using toll-free numbers, and perform a number of customer service functions, including taking orders, dealing with merchandise returns or warranty questions, or simply answering questions about the company or its products. Such services include telemarketing and market research. First, the strong inclination to expect to rely almost exclusively on pre-existing mailing lists.
Japan is far behind the U.S. in the database business.
This is exacerbated by the fact that Japanese companies favor market share over profitability so they are not inclined to share their customer lists with outsiders. New entrants must plan on developing their own databases through innovative means. This may sound daunting, but it is rapidly becoming more doable. This challenge should also be viewed as a great opportunity for those with vision. Second, translating instead of writing copy.