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Customer‐to‐customer developments in (r)etailing A case study of betting exchanges in the UK

Customer‐to‐customer developments in (r)etailing A case study of betting exchanges in the UK This article provides market intelligence, by way of a narrative case study, relating to online retailing in an unusual setting. While the transaction between business and customers is generally seen as very much the dominant element in such retailing, customer‐to‐customer interactions are generating important e‐commerce niches. The case study presents an example, in the shape of “betting exchanges” in the UK, which allow customers to bet against each other rather than against the traditional betting shop. It briefly discusses some of the special challenges facing online retailers in general, outlines the size, structure and characteristics of the betting market, describes the emergence and operation of the betting exchanges, assesses their possible impacts on betting shops, and speculates about future developments. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Customer‐to‐customer developments in (r)etailing A case study of betting exchanges in the UK

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500410568574
Publisher site
See Article on Publisher Site

Abstract

This article provides market intelligence, by way of a narrative case study, relating to online retailing in an unusual setting. While the transaction between business and customers is generally seen as very much the dominant element in such retailing, customer‐to‐customer interactions are generating important e‐commerce niches. The case study presents an example, in the shape of “betting exchanges” in the UK, which allow customers to bet against each other rather than against the traditional betting shop. It briefly discusses some of the special challenges facing online retailers in general, outlines the size, structure and characteristics of the betting market, describes the emergence and operation of the betting exchanges, assesses their possible impacts on betting shops, and speculates about future developments.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Dec 1, 2004

Keywords: Retailing; Electronic commerce; Internet; Betting

References