When customers passed by a store, they were asked how much would they pay for a product. The same question was asked to customers when visiting their home showing them the product. The results were quite surprising. In the store, in a scented setting, with music, lighting and corporate decor, visitors claimed to be willing to pay 27% more than the people surveyed at their home. It seems clear that companies have a big challenge to reach the e-buyer. If companies are able to identify visitors to their online stores (legal conflict in sight in relation to the person's privacy rights), they can activate tools to promote their products that can improve the perception of the product by the customer and close the sale. What role can e-marketing play in this? First of all, the long duration of the...