Infs
Introduction
“internet pure plays may have won the first round of internet retailing, but there is every reason to believe that store based retailers will give them a run for their money”

1. What changes and enhancements would you suggest for Mabarrack’s current website?

I don’t know if it fitting the introduction or your part? Even more I am using it a bit in mine

3 fundamental of on-line retailing (cf: ref retailing to e-tailing)

* The content * The community (FAQs, dialogue between customer) * Commerce
Maybe creating a vertical portal, i.e. Community with common interest, content to a particular industry, maximizing the value of the whole transaction.
A web presence supplies the personalized attention that could keep customer loyal

How would these changes best meet the needs of potential and existing customers?

The changes and enhancements suggested before regarding Mabarrack’s current website will allow the company to best meet the needs of potential and existing customers, and consequently increases its profit. Indeed, according to Calkins, Farello and Shi, the three fundamentals of on-line retailing website are to display content, create a community and provide commerce. In other words, a better content will increase the level of information and knowledge displayed about the product to customers, allowing them to make their purchase decisions without hesitation. In addition, the development of a community will create interactivity between consumers. This interactivity will ‘generate a core of dedicated customers who become avid marketers of the site’ (Calkins, Farello and Shi, 2000, p. 142). Furthermore, it will help consumers to make their decisions due to the importance of word of mouth. In fact, a bad feedback from a customer to another in regard to a product will have a negative effect on the decision making process, but, on the contrary a good feedback will push and make the customer confident in his purchase.