Bridging The Loyalty Gap
Around Thanksgiving, eToys sat squarely at the top of my holiday shopping list. Determined to do all my gift buying without setting foot in a store, I planned to hit eToys to take care of my kids, nieces, and cousins all in a relaxed evening of clicking. Then eToys said it would miss its revenue targets. I panicked. Suppose it went under? Suppose that happened before my order arrived? Or when someone on my list tried to exchange a gift? I bailed. My toy budget shifted to other, more established merchants.
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