ould potentially save using Circuit Citys website when searching for a particular product, could be used for activities of greater financial rewards. Most important though is the satisfaction payoff that a customer experiences during a successful transaction using Circuit Citys Internet website. The level of satisfaction can lead to repeat customers and to attract potential new customers.From Circuit Citys point of view: As was mentioned above, customer satisfaction leads to repeat customers and to attract new customers. Circuit City has done this successfully. They realize the importance of customer capital and the financial gains associated with reducing transaction costs. The more savings it provides to its customers, the happier its customers are, and the greater the potential for increased profits due to repeat business.Other potential cost savings to Circuit City by the customer use of its website, is in the potential reduction of its sales force. If a customer is able to completely perform a shopping transaction, to the point that all he/she has to do is pick up the product at the local store, then the need for sales personnel decreases. Most importantly, the site supports the overall business of Circuit City by offering not just an online purchasing option, but also features that boost in-stores sales and improve the over all buying experience for customers.Circuit Citys SuccessCircuit Citys web application has been successful. It experienced increased business flow since it launched in 1999. Despite the substantial effort entailed in this integration, the production site went live just seven months. Customer reaction was so positive that in order to meet demand Circuit City soon replaced the initial configuration. Three factors can definitely be attributed to such success:Robust Scalability and Extensibility: Circuit City expects and meets heavy traffic of browsers and buyers. BroadVisions scalable and extensible ar...
