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.
Jones, P., Hillier, D., Turner, D. and Comfort, D. (2004), "Customer‐to‐customer developments in (r)etailing: A case study of betting exchanges in the UK", Marketing Intelligence & Planning, Vol. 22 No. 7, pp. 742-750. https://doi.org/10.1108/02634500410568574
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