Are Companies Missing Their Opportunity to Connect with Customers?

Imagine that it’s November 1994

new company launches a website. It is a new venture, starting out with
an innovative idea, solid funding, and a lot of ambition. There’s only
one major challenge – the market is well established and filled to
capacity with companies serving every niche.

Eleven months later a
competitive company launches a website. The new entry has 100 years
plus history of serving customers through catalogs and bricks and mortar
stores. There’s an established database, regular mailings, and heavy
foot traffic to introduce to online shopping.

Conventional wisdom
would say that the second company had an advantage over the first even
though it was fashionably late to the ecommerce party.

Conventional wisdom is wrong.

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