CREATION - Pure plays must extend site appeal

Pure play retailers should look at increasing their competitiveness among a mature audience to counter the rising number of Internet users who are spending more time and money at websites of established bricks and mortar businesses. "The 35-49-year-old age group is apparently reluctant to use non-established brands, so for pure plays, the lesson must be to find ways to expand their appeal to this group," said Nielsen//NetRatings Global Analytical Services spokesman Brian Milnes. "For example, Amazon has become a major online retailer by creating a clean, easy-to-use and easy-to-search online environment and then adding user-specific features. "User reviews and wish lists which create the site's sense of community are very much secondary to the simplicity of purchasing from the site." Traditional retailers that take their business to the Web must recreate the brand's key selling points online, he said. Mr Milnes also recommended that they take advantage of the Internet's possibility for research and "bearing in mind that customers who visit and don't buy are far less of a wasted effort for clicks-and-mortar sites than for pure plays". As established retailers are only beginning to realise their online potential, he said click and mortar brands that succeeded this year were likely to be businesses that used their online channels to "increase customer loyalty to the integrated brand".

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