Design a web site Design an e-retail web site for a specialist retailer serving a niche market, for example a specialist health product retailer (see Figure 10.2). Use the four key factors identified by Wolfinbarger and Gilly (2003) to guide your design. Remember to consider:

1 Who are the online customers?

2 What are the online customer expectations?

3 How can the web site deliver online customer satisfaction?

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