7. Conclusion
In conclusion, this report examined the EC of WHSmith. WHSmith is a newly partial EC player, which takes business-to-customer and business-to-business as its nature of the EC transactions and its primary business model is on line direct marketing.
Secondly, WHSmith builds up a special supply chain that purchases final products from suppliers and deliver the goods, information and services to customers. The company also publishes its own books and sells through the retailers and website.
Thirdly, WHSmith sells a massive range of online shopping covering goods and all of them are with standard specifications for they are not only well packed when procured but also it does not need a careful physical inspection to affirm their quality.
Fourthly, WHSmith uses personalized and customized products to attract customers and foster customer loyalty. Meanwhile, it keeps the old customers and creates new customers by good CRM and its strong wed advertising.
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