Consumers Pass On Their E-Tail Wish List

It’s been said that the way to a man’s heart is through his stomach. Now there’s new evidence to suggest that the way to an online shopper’s heart is through his, or her, wallet.

Gomez Advisors, which performs Internet research and analysis, asked visitors to its Web site to respond to the following question: What new year’s resolution would you like to see your favorite e-tailer keep in 2000?

Here are the results, as of Wednesday:

* Lower prices (on products and/or shipping) — 37.5 percent.

* Tell customers if an item is sold out up front — 26.1 percent.

* Answer customer service requests faster/better — 20 percent.

* Make site easier to use — 10 percent.

* Sell bigger selection of products — 6.4 percent.

Here are a few other Web sites to explore:

* Strictly for the Net set: First came the Baby Boom generation, then Generation X and Generation Y. Now we have Generation I (as in Internet), and this site targets surfers from 12 to 29 who grew up using the Web.

Links transport visitors to a cluster of sites, including Powerstudents.com, Insideguide.com and Chickclick.com, which focuses on topics of interest to young women.

http://www.snowball.com

* Mixed media: As any television viewer knows, the ads can be as entertaining as the shows they appear on.

Now, Nike is pushing the concept of ads as entertainment to a new level. TV ads that the company began running Sunday during the NFL playoffs feature a skit with world class sprinter Marion Jones.

Jones races through Santa Monica, then on to the beach promenade where she slams into a man juggling chainsaws. The spot ends there and viewers are invited to pick up the action on the Internet.

Log on to the special Web site and you can determine the outcome of Jones’ misadventure.

http://www.whatever.nike.com