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Before we start, here is an exercise. First, think of two products you are loyal to Pepsi over Coca-Cola, Krispy Kreme over Dunkin Donuts?
Got them? OK, now answer the following questions:
Think about it: Here are brands you are loyal to, and you dont visit their Web sites with any frequency. Lets face it. The Web is old news for most of us and, no matter how flashy and pretty a site is, you wont frequent that site unless it enriches or simplifies your life in some way. Now, before I go on, let me say that every business needs a Web site, if for no other reason than to provide contact information, product information or directions. That just makes sense. The point, however, is that the days of brochure-ware are long over. For example, I have been to the Dunkin Donuts site several times. They have done for coffee what NetFlix.com the Internet-based DVD rental company that delivers products to your doorstep has done for movies. I am a member of the Dunkin Donuts Regular Refills program. This program allows me to specify the amount of coffee I want delivered to my home and the frequency at which I want it delivered. Dunkin Donuts has simplified my life. I can manage the program from its easy-to-use Web site add products, change the quantity, the frequency and enjoy my favorite brand of coffee without ever having to go to a Dunkin Donuts location again. Had Dunkin Donuts not had this function, I probably would never have gone back to its site. The truly neat part is that I really dont have to go to the Web site all that much. The program sends me an e-mail to notify me of the upcoming delivery in case I need to make a change to my standing monthly order. Providing store inventory on a Web site is another service. For example, a couple of national stores, such as Borders and Circuit City, have real-time store inventory available from their Web sites.
