◆+CCT+356+Annotated+Bibliography

Name: Soomin Hazel Suh
**Article #1: Groupon Shifting Strategy toward Customer Retention **  **Source: **@http://www.dailydealmedia.com/642groupon-shifting-strategy-toward-customer-retention/   **Tags/Keywords: **online marketing, customer retention, loyalty, competition, marketing strategy **Summary: **  The companies that profit from marketing customers online usually have two objectives: the customer retention and acquisition. Companies have to decide on which side they would put the weights heavier by evaluating the social, economic, and personal behavior of the targeted consumers and the business circumstances. The article specifically look into the case of "Groupon", which is a "deal-of-the-day" website that offers discounts, gift certificates to the customers that can be used in various – local or national – shops and companies; and how it has decided to shift its marketing strategy from "acquisition" to "retention" of customers. As Groupon is having what article as referred as "spectacular success," its attention had now turned into keeping their online customers and to make them return to the market to make purchases again consistently. According to the article, the online marketers should and could benefit from setting retaining strategy to keep their customers because the online social commerce service is now spreading wider, thus offering more options to the customers which also mean that customers can easily change their service providers. This, therefore, force the marketers to find the ways to retain the loyalty of customers to survive growing competitions within the online marketing services.

Name: Soomin Hazel Suh
**Article #2:** **The search for e-commerce 3.0** **Source:** @http://www.bbc.co.uk/news/business-16706741    **Tags/Keywords: **e-commerce, online retail service, online shopping, e-commerce 3.0 **Summary: **  Unlike common beliefs now that E-commerce is old news and that online shopping has become so common, in reality it makes up about 5% of all retail. This means is that E-commerce is still a blue ocean to the e-business people. Indeed, according to the article, the growth of online shopping is going up rapidly these days. E-commerce is not only about actual purchase over online but it is also about its influence on people's consuming behaviors. According to article, an e-commerce specialist Sonali de Ryker, said "one third of all offline buying decisions in bricks-and-mortar shops are now influenced by online behavior…" The article also analyzes e-commerce as 3 different levels: the e-commerce 1.0 that was about discovering the opportunities and setting up the shops online, which was like the virtual "imitations of the offline" shops; the e-commerce 2.0 showed the trends of transforming these simple online shops into something more sophisticated and clever portals that interact with the customers with multimedia and such; according to de Rycker, the e-commerce 3.0 is emerging now, but without solid figure or appearance yet.



Sonali de Rycker with John Donahoe, president of eBay at the DLD 2012 conference in Munich