Convert these eyeballs into online customers. Websites face two main challenges to meet these objectives. At first, it has become increasingly difficult for Websites to 'cut through the clutter'. A recent Web study conducted by Inktomi and the NEC Research Institute has shown that the Web has grown to nearly five million Websites. Secondly, even if you generate a lot of traffic, it is difficult to convert browsers into customers.
Online consumers have to trust the site and feel secure before buying online.
And that is exactly when a well established and successful consumer brand comes into play. A brand like Sony will contribute significantly to attracting eyeballs to a specific Website and will also contribute to enhancing the perception of trust and security. Alliances with successful consumer brands will therefore play an increasing role as a key tool for customer acquisition on the Web. Tesco was the first supermarket to enter the UK financial services market with the launch of Clubcard Plus in June 1996, and then launched savings accounts and credit cards in 1997. The Web is challenging conventional wisdom for branding.