Firms are able to create personalized experiences in an online world that are much more powerful than in an offline marketplace. For example, Amazon's "customers who bought this also bought" feature or my favorite, Emusic's "let your neighbor's guide you" functionality. But none of this is new, however, just more sophisticated.
I went to Starbucks this morning and I was able to learn my Barista's name, that her favorite drink was the the Iced Chai Latte because it was nice and tasty, and that her favorite band was U2. All of this information was clearly displayed on the counter in a flip-book. Is this not an analogue form of trust between the buyer and the seller? Or at least some type of lens?
I wish all of the customer's had the flip-book with the same information. Imagine the discoveries that would ensue and the relationships that might develop? Buying a cup of coffee would be much more of a social experience than just walking up to the counter and asking for a grande latte with an extra shot.
These are the discoveries that customers are experiencing online. In ecommerce, users will begin to value their relationships with other users just as much, if not more, than they value the relationship they have with Amazon, Emusic, or even Starbucks.
Trusted networks minimize risk, maximize discoveries, and eliminate the myth that ecommerce is just a bunch of typing.
