Online-shopping has become an everyday action for consumers. Thus, it is more important than ever for companies to be present in the digital world appropriately.
Today's customers know the ropes of e-commerce virtuously, get information on the web, read reviews, use price comparison engines, discuss products in forums, evaluate comments on Twitter, discuss the planned investment with friends via Facebook and eventually post the purchased product on Instagram.
And tomorrow? Tomorrow maybe the next generation’s platform of importance and others disappear again. Who still remembers Second Life and myspace?
Setting the wrong highlights, using improper technique or even just the wrong approach in customer communication, will be punished by today's consumers. Online deals are simply too diverse and up-scale.