Since women seem to miss the human element, one way is to make the site more interactive. You could post tutorials about skin care and use various platforms to enable prospective customers to ask questions, discuss their skin problems, and view products before making a purchase. But in addition to the cost of building and maintaining a highly complex site, you worry about studies suggesting that many women are reluctant to share personal information online -- especially in the over-45 age group. Or you could redesign the website to serve as part of a dual channel model, where women are still encouraged to visit a boutique for advice and demonstrations, but given incentives to buy online. You believe this approach would boost the frequency and volume of repeat purchases by customers who already know what they want. It could also be effective with first-time triers, who may waver while in the store but feel more confident when they see online discounts. The downside: website sales may simply delay or redirect purchases that would have happened anyway, thus adding nothing to the bottom line. how should you improve the website