Good E-views

Finding #2: Success doesn't lie in 100% usage.

It's practically a given that online ordering won't appeal to every single customer—but that fact shouldn't put a damper on Web development efforts.

E-business Manager Tiger Buford refers to Avery Dennison's Web site as "the fourth channel" for sales, used as a complement to phone, fax, and EDI orders. The Web-based Fasson Outlet Store is now a core service, bringing in several million dollars in offcut material sales this year. Online ordering from the Outlet (and from the site as a whole) is scheduled to launch in March 2001, but Fasson is already seeing increasing volume from its online beta customers. Buford predicts 5 percent of customers will be ordering online by the end of 2000. By the end of 2001, he projects 30 percent will turn to the site for purchases.