http://www.retail-week.com/multichannel/2009/01/digital_strategy_online_advantage.html

Published: 09 January 2009 00:08 

Web discounts have grabbed customer attention over Christmas but exploiting the online world to its fullest could prove make or break in this tough economic climate. Joanna Perry reports. 

The likelihood of falling store sales in 2009 might make the online doubters think again. Even Matalan – which, along with other value fashion retailers, had shied away from e-commerce – is now experimenting with the channel.

Online expert Transaction Partnership was formed a year ago by ex-Littlewoods executives Steve Goodheart and Richard Blanchard, who helped the company pioneer online sales in 1999. They estimate that a typical mid-sized retail chain could expect 100,000 hits a week on a non-transactional site, equating to £4 million in sales across a year or £1 million alone during the Christmas period.

The battle for the hearts and minds of cash-strapped consumers will get bloody this year; it will also undoubtedly be fought most fiercely online.

“Competitive pricing is a given. Ease of use has to be the key thing. Get that right and the response will hopefully be there”