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Furthermore, when sending email to your customers, the messages should be in a form that clearly identifies your organization as the sender, provides only the type of informa- tion requested by the customer pursuant to his or her “opt-in” consent, enables your customer to readily contact you, and sets out a mechanism pursuant to which your customer can unsubscribe.

Appropriate Copyright Notices

When populating your website with product information and images, your company should ensure that appropriate copyright notices are maintained and that you do not inadvertently infringe any party’s intellectual property rights.

Domain Names

A well-recognized domain name is part of any successful e-commerce program. Con- sideration should be given to registering domain names that have the same root but a different top level domain. For example, if your website is “abc.com,” it may be worth- while to consider registering “abc.ca” and “abc.net” and cross-referencing the ad- dresses so that any visitors that do not know the correct website address but make an intuitive guess as to the domain name will ultimately end up at your website. This prac- tise also serves to preclude “cybersquatters” from registering similar domain names with your trademarks as part of the domain name, which could confuse the public and have negative effects on your brand.

In the event that a third-party has registered a domain name based on a trademark of your organization, you should consider whether it is an abusive registration that war- rants initiating administrative proceedings to require the domain name registrar to can- cel, suspend or transfer the domain name.

Finally, it is prudent to ensure that the domain name is registered for a significant period of time and that appropriate systems are in place to re-register the domain name prior to expiry.

Financial: The financial implications for not complying with the legislation that govern the various topics discussed could be substantial. The nature of the Web enables consumers a plethora of options to obtain the products and services they want and need, and if your company is not adhering to some of the basics (e.g., privacy), they will fulfill those needs at a retailer who they trust.

Strategic: Strategically, the reputation of the brand is at stake. Once the website is up and running, if your company chooses to not adhere to these rules, the likelihood that such information may become public is high. Once in the public realm, the damage to your company’s reputation and the brand can be detrimental to its long- term goals.

Consumer: From a consumer perspective, companies who do not protect their privacy or honor commitments (e.g., pricing errors) run the risk of a significant backlash from the online population. The backlash can be financial in the form of consumers not wanting to shop at the site, for fear that their information is being used inappropriately and to the reputation of the company.


Visa e-commerce cross-border handbook for U.S. retailers

Copyright 2010 Visa. All rights reserved.


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