They're relying on the personal touch to make themselves stand out. At other sites, operators are on hand to instantly answer typed questions. Or, better yet, for folks who appreciate hearing a human voice, online merchants are equipping their sites with Internet-telephone capability. Shoppers who have only one phone line can look at merchandise and talk to a sales rep at the same time. They realize the Web has different rules.
People expect to stand in line at the local hardware store.
Not that every Web site will get up-close and personal this holiday shopping season. Others say they don't think the tools are that good yet and want to wait. But those who are plunging ahead figure they've got to give shoppers the kind of TLC that will have them coming back for more. It's also an expensive one. Then there's the people expense.