FOCUS: TECHNOLOGY MARKETING SEMINAR - Ecommerce set to boom in Asia-Pacific

<p>Online shopping in Asia-Pacific is likely to follow the US </p><p>experience and take off in a big way soon, predicted Looks.com managing </p><p>director Ian Smith. </p><p><BR><BR> </p><p>This region is lagging behind the US by between six months and a year, </p><p>"so it's very likely that instances of online shopping will explode here </p><p>in the near future", he said. </p><p><BR><BR> </p><p>According to an Angus Reid survey, convenience and better prices were </p><p>among the reasons behind the popularity of cyber shopping in the US. </p><p><BR><BR> </p><p>The study found that 72 per cent of respondents said they shopped online </p><p>because it was more convenient. </p><p><BR><BR> </p><p>Just over half said they bought products and services over the 'Net </p><p>because what they had purchased was not available locally. About a third </p><p>cited better prices, 26 per cent said there was a better selection, 20 </p><p>per cent said there were no hassles with sales people while 18 per cent </p><p>said delivery was faster. </p><p><BR><BR> </p><p>Mr Smith said that it was, therefore, extremely crucial that online </p><p>shopping sites have every aspect of their business as customer-centric </p><p>as possible. </p><p><BR><BR> </p><p>He said the purpose of the site had to be clear, it had to be sensitive </p><p>to cultural issues and navigation should be easy. </p><p><BR><BR> </p><p>The sites should also have information to make purchases as simple as </p><p>possible; it must show the product range, provide pre-sales support, </p><p>delivery options, payment options and loyalty programmes. </p><p><BR><BR> </p><p>It must also ensure fast delivery and post-sales support. </p><p><BR><BR> </p><p>In order to channel consumers to a particular website, companies needed </p><p>to have both online and offline campaigns. </p><p><BR><BR> </p><p>Mr Smith said that branding the site was crucial. </p><p><BR><BR> </p><p>"Branding campaigns are important because there are so many websites out </p><p>there, that in some cases it is only the branding that will separate one </p><p>site from another and make one site more successful than the other." </p><p><BR><BR> </p>