| Remember the fable? If so, it makes my job simpler | | | | ill-experience to others. |
| in driving home the main point: the e-businesses that | | | | The end result: you are bound to lose both the |
| go for technology fascination alone are destined to | | | | impression built by cosmetic technology and the |
| the donkey's fate. | | | | ground to your competitors. And, the credibility, lost |
| By the way, technology fascination means enriching | | | | once, is impossible to regain. |
| the front end of your e-shops with cosmetic | | | | Many conventional businesses that found the going |
| features using innovative e-commerce design | | | | tough, went on a technology-fascination spree in an |
| solutions. No doubt, when you do this you might | | | | effort to turning their fortunes around, albeit |
| score over your competitors to the extent of visual | | | | unsuccessfully. What they lacked was value-addition |
| appearance, arouse an interest in the visitors, and | | | | to their offers. And, stills, it seems that the lesson is |
| even drive them make a purchase of your offers. | | | | not learnt; many e-businesses continue to be |
| But what if there happens to be a void between | | | | fascinated and many will be in future - only to be |
| what the customer perceived and actually derived? | | | | destined to the donkey's fate! |
| Sure, he will be disappointed, there could be an | | | | Now, decide: where you want your e-business to be |
| escalation or simply, he will discard you never to | | | | heading. |
| return. To an extent, he could go on spreading his | | | | |