services as the only way to take possession of purchases, Circuit City wanted its customers to be able to pick up merchandise at a nearby outlet if they wished a unique approach that has since been copied by other firms. In todays business world most customers want their products today whether its for personal use or business purposes. Customers demand choice selection, price information, related product information, easy purchasing options, and most important immediate availability. Circuit Citys web development does precisely that. Www.circuitcity.com is an electronic Superstore, with robust product selection, feature and price comparison capabilities, and inventory links to Circuit Citys nationwide network of stores. The site provides all the advantages of online shopping and convenience while leveraging the local brick-and-mortar stores inventory and value-added services, including installation.Transaction CostsFrom the customer point of view: When it comes to customer satisfaction, costs can be measured in different ways. One way is to look at the money savings associated with the physical search for a particular product (search costs). Circuit Citys web application eliminates the need for customers to drive to one of their locations when searching or comparing products. This amounts to savings in gasoline money and in the wear and tear of the customers vehicle. Money can also be saved by the fact that customers can take advantage of special or discounted prices on products at local stores, information which is available through its website. Customers will save money by taking advantage of those prices instead of going to a different store. Fulfillment costs such as for shipping and handling are also eliminated through Circuit Citys optional express pickup service, one that is a major part of its strategic web development. Economically speaking, costs could also be measured as opportunity costs. The time that a customer c...
