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Create a Pricing Strategy

Score with a pricing strategy that keeps customers coming back.

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This story appears in the November 2005 issue of Entrepreneur. Subscribe »

Not long ago, you could count on web shoppers to base their purchasing decisions solely on price--and set your prices accordingly. No longer. Online consumers have become more sophisticated and now take into account customer service, privacy and security, product selection, and more before buying.

"Web shoppers are no longer looking for the lowest price," confirms Jane M. Reiner, a principal who focuses on e-commerce at Procon Management Services, a management consulting firm in Fort Lauderdale, Florida. "Instead, [e-tailers] should make sure they are viewed as a fair deal."

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