E-Commerce Shift Towards Personalization, Dynamic Pricing,...

Over the last few years the rapid expansion of the internet has lead to many technological, business and social shift. Examples of such shifts are the increased demand for greater internet bandwidth, the movement from physical shops to online shops and the social acceptance and trust in using the internet for financial transactions. As the internet and E-Commerce become more integrated into our lives they continuingly drive changes in how we work and live as mentioned above. The future of E-Commerce promises to bring further changes in our lives as the internet continues to expand and it is these possible future shifts which I will discuss in further detail. The first shift which is already being implemented is the increased†¦show more content†¦The customisation features mentioned above are only the beginning of the personalisation movement, as user monitoring technologies continue to progress, websites will have much greater access to information and be able to use this information in more productive ways. One example is Digital Rights Management (DRM) which was initially developed to prevent copyright infringement, however more advanced forms of DRM can now be used to gather digital media usage data which is used to develop preference profiles and implement price discrimination (Inderscience, November 2008). The information gathered via such new technologies would allow websites to develop adverts that are designed to appeal to each individual consumer and promote products and services the customer has the greatest interest in. Looking further into the future, websites may be able to work together to produce and share individ ual user profiles which contain personal details and information on preferences that could be used for marketing, or possibly creating universal user logins which give access to all participating websites. Although there is strong evidence to suggest that personalisation can greatly improve the appeal of a website, restraints would still need to be used when setting the level of customisability as too much can be detrimental to the website by making the experience confusing and feel intrusive (Fung, T. Dec. 2008).Show MoreRelatedMarketing and E-commerce Business65852 Words   |  264 PagesComplete Listing of Chapter Opening Cases, Insight Cases, E-commerce in Action Cases, and Case Studies CHAPTER 1 THE REVOLUTION IS JUST BEGINNING Opening Case: Pinterest: A Picture Is Worth a Thousand Words Insight on Technology: Will Apps Make the Web Irrelevant? 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