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Your Blog, Your Business: A Retailer's Frugal Guide to Getting Customer Loyalty and Sales-Both In-Store and Online (Survive and Thrive Series)

Blogging is an essential part of a retailer's online marketing plan, yet many retailers avoid it because they dread its intricacies, the time it may consume in their busy schedules, or the unease they feel about finding meaningful material. "Your Blog, Your Business" addresses those fears with nitty-gritty, practical ideas for minimizing each of them. It helps businesses-large or small, online or off-set up a blog, integrate it with their other social networks, and manage it frugally. It gives retailers the benefit of Carolyn Howard-Johnson's nearly three decades experience as founder and manager of her own chain of stores and stints as a New York publicist, a retail consultant and journalist. She also runs several blogs of her own and contributes to countless others. It is the second in the Survive and Thrive series for retailers in her USA Book News award-winning HowToDoItFrugally.com books. Her blog for the retail trade is at www.frugalretailing.blogspot.com.

First, sorry about the crappy photos. I'm not a photographer, but my 5 years old digi camera did it's best, and so did I.

So I discovered a Hong Kong online retailer and bought an LED flashlight from them for $10.40 with free shipping.

Came in the mail 12 days later and OH MY GOD! This flashlight is the best ten bucks I ever spent!

That tree is at least 60 feet away from where i was standing.
The light this thing throws is incredible! And it's powered by three AAA batteries.

I bought it specifically for evening bicycle commuting, but it's a flashlight! And it's only 5 inches long! So I carry it with me all the time. Technology rocks, people. Educate yourselves.

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This digital document is a journal article from Information & Management, published by Elsevier in 2007. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
We examined the formation of online trust encountered by potential customers of a brick and click retailer before they visit its online website; this phase of the purchasing experience has been under-investigated in trust literature. Since a brick and click retailer is eager to attract offline customers to its website based on trust in the brick and mortar stores, our exploratory study investigated, (1) Can customers' offline trust in a retailer affect their online trust (in the website operations of the retailer)?; (2) What other factors might be influential on online trust? A social relations and networks perspective was adopted to explain customers' online trust formation during the before-online-visit phase. Findings from a sample of 246 offline customers who had never visited a supermarket's website revealed that word-of-mouth, offline trust, and expected sanctioning power were significant in forming online trust. Furthermore, findings showed that word-of-mouth was more influential than offline trust based on a customers' personal experience with the supermarket's physical stores. This provided empirical evidence on how and why some pure online retailers outperformed brick and click retailers.