The Electronic Retailing Association, Washington, D.C., has established ERA Europe to promote electronic commerce and retailing. Headquartered in London, its director will be Peter Wenban, who had been director of corporate affairs, Quantum International, a home-shopping company. He had also been active in the Federation of European Direct Marketing Associations (FEDMA).
According to the ERA, its European chapter will: “serve as an industry resource for European companies involved in electronic retailing, help foster partnerships or joint ventures on a global basis and promote electronic commerce across Europe through consumer confidence-building policies and guidelines in cooperation with key advertising standards authorities.”
