White Paper: E-commerce Stickiness - Journal of Internet Banking and Commerce

Creating and maintaining a competitive and long-term sustainable e-commerce channel obligates attention to business process "stickiness, ." The contention for new Internet customers and retention of existing ones has culminated in the reuse of stickiness, a recycled marketing expression, as the mechanism for assessing and boosting customer retention. This Such a "threshold" is primarily created through integrated site and transaction-oriented processes, making it too expensive for customers to switch to rivals. Initially and traditionally, stickiness is created at ecommerce sites, (although only secondarily do you mean as a by-product?), through brand equity, customer loyalty, and other useful site functions. This type of stickiness is short-lived because it is easily replicated by competitors. Long term stickiness needs to grow even stickier over time, creating a financial hurdle that discourages customers from switching to competitors. In addition to the cost factors involved, stickiness makes it too risky, and impractical to alter the ingrained workflows. The contention for new Internet customers and retention of existing ones has culminated in the reuse of stickiness, a recycled marketing expression, as the mechanism for assessing and boosting customer retention.