An ECR Approach to Product Presentation and Promotion in the e-Store

This study was partly conducted within the context of the ACTIVE project (EP 27046), ESPRIT Programme (Framework IV), Commission of the European Union. Abstract Internet presents a new business environment with great potential for marketers. Virtual retailing / e-stores, in particular, own the unique property of combining advertising practices and on-line sales functionality. In that context, the consumer buying process may be completed from start to end, from the need recognition stage, initiated by advertising, to the purchase decision stage, in an easy and integrated way. Thus, the role of interactive advertisement, product promotion and product presentation in this environment is crucial. In this paper, we suggest a new approach to product presentation and promotion in the e-store, which takes into account the e-shopper perspective, as suggested by the ECR strategy. Furthermore, we describe a pilot system implementing this approach and the benefits that can accrue from its application.