E-Commerce Commission Press Kit

CONVENIENCEConsumers cite convenience as the number one reason for making a purchase online. Shoppingon the Internet can save time. A consumer does not have to travel to a store site or adjust hisschedule around the store’s hours. No longer does a consumer have to wait on hold for acustomer service representative to answer the phone. Recognizing that customers may wantproducts delivered as soon as possible, many sites offer next day or second-day delivery. Onlinesupport tools—order status, product availability and pricing, technical support andtroubleshooting tips—are generally supplemented with toll-free numbers that customers may callfor further information.The example of Garden Escape, an Internet-based gardening company, shows how combiningproducts and services in a virtual “store” can save consumers a great deal of time and effort. Thefounders of Garden Escape wanted to create a one-stop shop for gardening needs. They began bytaking an inventory of all the resources a gardener uses today: nurseries and seed catalogs forplants and tools, other retailers for specialty outdoor products; books and magazines for tips onthe plants and flowers that flourish or perish in certain soil and climate conditions; gardening clubswhere hobbyist gardeners share suggestions with other enthusiasts; and the extensive array ofcatalogs, books and CD-ROMs that help gardeners in designing a garden.By offering a virtual, rather than real, inventory, Garden Escape offers a selection of products thateven the largest nursery could not possibly stock—a selection of 10,000 seeds, perennials, roses,bulbs, greenhouses, tools and other gardening products from around the world. Seriousgardeners can use online software tools to design their ideal garden. For suggestions and tips,there’s an online magazine, a chat room and new daily tips from the magazine’s editors. Aconsumer with a question about a horticultural term can check out the glossary, or call GardenEscape’s toll-free number.BETTER AND MORE COMPLETE INFORMATIONWeb consumers are often better informed than their offline counterparts. Twoexamples—shopping for a car and shopping for an insurance policy—illustrate the differencesbetween purchasing via the Internet and purchasing through traditional means.Shopping for a car can be a very complex process. It involves choosing a particular make andmodel of car, outfitting it with different accessories and performance options, choosing financingoptions (whether to lease or buy and how to obtain the best rates), purchasing or updating an autoinsurance policy, and negotiating a fair price. Prior to the Internet, gathering that informationcould take a lot of time, and many consumers went to dealer showrooms ill-prepared. The Webchanges the dynamic.Web shoppers can view pictures of different car models and read extensive information on thecar’s features and performance. Financing and insurance options are also available online.42