Web Lesson: Plan for ITV Orders Early.(interactive television)(Brief Article)
Multichannel News, February, 2001 by SHAPIRO, PETER
How will we handle the orders? When you are giving birth to interactive-TV commerce, this question may not top your list, though, given the recent holiday troubles of Web e-tailers, it must be considered. First, you need to design a positive shopping experience, build a platform, attract programming network and merchant partners, get the service on cable or satellite systems and define a viable business model.
However, as Web e-tailers have discovered, getting order fulfillment right is just as important for your ultimate business success as generating the orders in the first place. Some high profile e-tailers in the 1999 holiday season failed to deliver a small proportion of their orders as promised. Loud consumer complaints, bad press, analyst...
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