When shopping online becomes a personal experience
Shopping online is usually a solitary experience. It’s all between us and our computer. Electronic payments, automated messages, automated delivery, and the goods show up magically at our door (usually when we are not home) without any apparent human intervention. It’s convenient, efficient, anonymous, sterilized, and creepy.
But in the world of The Long Tail, small and tiny businesses flourish online. Via Caterina, I discovered Etsy, an online marketplace for handmade stuff where I bought a birthday present for my husband. It was a sushi candle making kit. As soon as I ordered the kit, Nikola Davidson from Sticky Wicket Crafts wrote me an e-mail. She actually wrote it. A real, personal, kind e-mail.
Antonella – thank you for your order! It shipped out today. Thanks for supporting Sticky Wicket Crafts!
Nikola
The e-mail did not say: "This is an automatically generated message. Do not reply to this message." So I wrote her back, like you do with a real person, thanking her and explaining why I bought the sushi candles. Read more »
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