A small, but expanding, specialty home- products retailer recently implemented an internet portal that allows customers to order merchandise online. In the first few months of operation, their internet site attracted a large number of visitors; however, very few placed orders online. The retailer conducted several focus-group sessions with potential shoppers to identify reasons why shoppers were visiting the website without placing orders. Shoppers in the focus group made these comments:
1. “I am nervous about doing business with this retailer because it is relatively unknown in the marketplace. How do I know the product descriptions on the website are accurate and that the stated return policies are followed?”
2. “I am reluctant to provide my credit card information online. How do I know the transmission of my personal credit card information to the retailer’s website is protected?”
3. “Retailers are notorious for selling information about customers to others. The last thing I want to do is enter personal information online, such as my name, address, telephone number, and e-mail address. I am afraid this retailer will sell that information to third parties and then I’ll be bombarded with a bunch of junk e-mail messages!”
4. “Websites go down all the time due to system failures. How do I know the retailer’s website will be operating when I need it?”

REQUIRED
Discuss whether this situation provides an opportunity for PAs to address these customer concerns. How could a PA provide assistance?