Study shows consumers seek security in e-commerce

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E-commerce is driving consumers into an age of insecurity, and retailers that deliver trust will thrive in the new economy, 2,500 marketing executives were told at RAC 2000, the Retail Advertising & Marketing Association's annual conference, which opened Feb. 9 in Chicago. In a study released to the conference, Christopher Ohlinger, CEO of Service Industry Research Systems, unveiled research that showed 12 retailers, ranging from Home Depot to received best ratings for performance and shopper loyalty in both traditional and e-commerce retailing. Douglas Raymond, president-CEO of RAMAd, defined branding to the conference as "telling your customer who you are and executing and delivering on that promise."

Copyright February 2000, Crain Communications Inc.

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