Tag Archives: Internet Site

Peppers and Roger’s 5I’s

Extending the marketing mix to further address the needs of consumers

The purpose of this post is to extend what is usually known as the 7 basic principles of marketing product, price, place, promotion, people, physical evidence and process to complimenting these principles with the 5 I’s to further address the needs of customers as shown below:

I’m going to identify for the purpose of Internet marketing two websites that integrate all five of these concepts to show my understanding.The first is RiverIsland.com and secondly Boostjuice.com.

Identification – identifying the customer – ‘My account’, ‘Welcome back …’, ‘Log in feature’.


Individualism – something that allows the website to have something unique


Interaction – the ability to address customer needs


Integration – being able to have clear links into various parts of the companies offerings


Integrity – providing a safe and secure environment


This five concepts were introduced in 1997 by Peppers and Roger’s.


Chaffey, D & Smith, PR 2013, E-Marketing Excellence: Planning and Optimizing your Digital performance, 4th end, Butterworth Heinemann/Elsevier, USA, New York.

Boost Juice (2014) viewed 10 September 2014, http://www.boostjuice.com.au.

River Island (2014) viewed 10 September 2014, http://au.riverisland.com.