Are Companies Missing Their Opportunity to Connect with Customers?

Imagine that it’s November 1994

A new company launches a website. It is a new venture, starting out with an innovative idea, solid funding, and a lot of ambition. There’s only one major challenge – the market is well established and filled to capacity with companies serving every niche.

Eleven months later a competitive company launches a website. The new entry has 100 years plus history of serving customers through catalogs and bricks and mortar stores. There’s an established database, regular mailings, and heavy foot traffic to introduce to online shopping.

Conventional wisdom would say that the second company had an advantage over the first even though it was fashionably late to the ecommerce party.

Conventional wisdom is wrong.

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