Critical development issues in eCommerce

Written by: Jonathan Briggs

October 5, 2008 [2192 views]

This session has been prepared for digital media students at Winchester University.

Questions to think about

1. Why should a company consider ecommerce?
2. How does ecommerce affect customer perception of a brand’s value?
3. What are the features of a successful brand online?
4. What are the dangers for a brand of a company selling online?
5. What are the possible strategies for ecommerce?
6. How can you assess the current presence of a brand online?
7. What is changing in the world of ecommerce?
8. How do you build a new brand online?

Why should a company consider ecommerce?

1. Their competitors are online
2. Percentage of business being conducted online
3. Lowering business costs
4. Opportunity to “own” customers
5. Opportunities for new markets
6. Allows disposal of distressed inventory
7. Allows opportunity for brand, product and price experimentation

How does ecommerce affect customer perception of a brand’s value?

1. Supports customer access to the brand
2. Done well it allows customers to understand more fully the brand proposition
3. Allows price sensitive customers to shop around
4. Forces companies to think about 360 degree customer service
5. Allows customers to evaluate the brands understanding of digital channels

What are the features of a successful brand online?

1. Rich deep information on products, service and proposition
2. Shows understanding of online as a retail channel
3. Fully integrated within business processes
4. Provides excellent customer service
5. Provides decision support tools for customers
6. Allows customers to enter into full conversations with the brand
7. Refreshed regularly
8. Thinks like a customer
9. Recognises the different needs of different customers
10. High online reputation and visibility

What are the dangers for a brand of a company selling online?

1. Encourages transparency within a company and exposes weaknesses
2. Makes brands more accountable and requires fast reaction to events and competitors
3. Can be done badly (cheaply designed, poor customer service, inward looking)
4. Distorts existing market relationships

What are the possible strategies for ecommerce?

1. Brochure site
2. Join an existing marketplace
3. Cheap and cheerful ecommerce site
4. Bespoke ecommerce
5. Bespoke ecommerce with full business integration
6. Marketing and campaigns online
7. Customer relationship marketing
8. Exploration of new markets, products and customer groups
9. Customers as brand ambassadors

How can you assess the current presence of a brand online?

1. How is the brand doing in Google?
2. Measuring brand buzz online
3. Examination of current site
4. Does the site fit the brand?
5. Is the site regularly updated?
6. Is the language customer orientated?
7. Does the site address the needs of different types of customers?
8. Does the brand in control of its presence online?
9. Does the brand listen to its customers?
10. Is the site promoted by its customers?
11. Does the site compare well with its competitors?
12. Does the site help the customer decide?

What is changing in the world of ecommerce?

1. Importance of search engines
2. Growth of mobile internet
3. Rich Internet Applications
4. Online/offline integration
5. Importance of social media

How do you build a new brand online?

1. Build an amazing site
2. Use guerilla marketing techniques to find early adopters
3. Turn your customers into brand ambassadors
4. Understand reputation and social media and use them well
5. Online advertising and PR
6. Experimentation and rapid evolution
7. Proper development and marketing budgets
8. Create a team or partnership that understands the web

What do you think?

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