Digital personalization in product and service offerings, Internet-based selling in systems design, pricing, and mechanisms for customer influence and persuasion

3335 Words14 Pages
Table of Contents
Coursework Header Sheet ................. Error! Bookmark not defined.
1 Introduction................................................................................... 2
2 Digital Personalisation - Product and Service Offerings ................. 3
2.1 Digital Personalisation Methods used within Product/Service
Offerings........................................................................................... 4
3 Online systems design –Mechanisms for customer influence and persuasion .......................................................................................... 6
3.1 Price transparency ................................................................... 8
3.2 Product transparency
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The search engine site called “Excite” offers “My Excite
Start Page” which enables the user to select the content and style shown at their page when they log in. Amazon is also able to recommend CDs or DVDs to a user based on their history of book purchases (Rayport and Jaworski, 2001).

This paper provides an in-depth literature review to show how through Electronic Commerce, businesses are able to digitally personalise their offerings to target a certain consumer base and also how internet based selling mechanisms help to influence customers.
The paper is structured in two sections. The first section of this article is organised to explain the definition and effect of digital personalisation. The second section will provide facts on internet based system designs and how certain selling mechanisms such us pricing are personalised to influence customers. Questions to be discussed will include:



How do online technologies impact information available to consumers?
What strategies do firms use through internet-based selling to influence consumers?

Digital Personalisation - Product and Service Offerings
Phillips (2003) defines digital personalisation as “using artificial intelligence to find patterns in customers’ choices or demographics and to deduce projections from them”. A

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