Peppers and Rogers Lists 25 Top 1 to 1 Web Sites
Marketers seeking excellence in one-to-one marketing online should take a gander at financial services sector Web sites: The industry has developed sites that strengthen and deepen customer relationships better than any other industry, according to marketing consulting firm Peppers and Rogers Group.
Financial services sites were most closely aligned with 1 to 1 marketing ideals, which recognize the ease with which information is provided and whether a site provides customizable information, messages or products. Sites were judged on how well they identified customers and prospects; how they differentiated customers by need or value; how well they interacted with their customers; and their ability to customize the information they gather to engender loyalty and customer retention.
Twenty-five sites were chosen as “best of breed”, including (in alphabetic order) Amazon.com; American Airlines; Biztravel; Charles Schwab; Dell; DLJ Direct; E*trade; Federal Express; Garden.com; Godiva; Hallmark; Lycos; Netscape; Peapod; PlanetRx; Preview Travel; Realtor.com ; S&P Personal Wealth; Snap; Streamline; Gap Inc.; Value America; Wall Street Journal; Weather.com; Works.com.
The company’s report, The State of One to One Online, tracks the development, progress and advancements of new and existing Web sites world wide three times a year. More than 150 1 to 1 Web sites from around the world were reviewed, out of which 65 were singled out for extensive analysis, resulting in the top 25 sites listed.
For more information contact: Julien Beresford, director of research, Peppers and Rogers Group, 203-316-5121. The report can be ordered through the company’s Web site (http://www.1to1.com/articles/state/order.htm).
