The key to success in e-commerce lies in matching a retailer’s strengths with the needs of its customers, explained Paul Miller
, vice president of e-commerce at W.W. Grainger Inc., which sells maintenance supplies, tools and spare parts mainly to businesses. The first step is to understand what the customer is trying to accomplish. “You’ve got to clear away the clutter and find out what it is they’re trying to do,” Miller said. “How do you make it so they can find it, buy it and move on?...
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