Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how electronic commerce contributes to customer value through the creation of

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The fact that 35 percent of orders are placed outside of typical retail store hours shows that electronic commerce creates time utility for customers, allowing them to shop and make purchases at any time that is convenient for them.