Bridging The Loyalty Gap

E-tailers must build trust among customers to keep them. But that takes time

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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