Presented by: Maryam Parvini - Samira Doremami. Course of Internet Marketing At KNTU by Dr. M. Hosseini

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2 Presented by: Maryam Parvini - Samira Doremami Course of Internet Marketing At KNTU by Dr. M. Hosseini

3 Customer experience Dabs.com SWOT/ Porter's 5 forces Compared to competitors Digikala A presentation at K. N. Toosi University of Technology Spring

4 What is customer experience/why is it important? Successful digital ` experiences. How to measure online customer experience. A presentation at K. N. Toosi University of Technology Spring

5 Customer experience design is taking the customer views of the interactions to understand the emotional bond between the brand and customers. It requires a common understanding of the customer journey, then align the company actions to build emotional bonds. A presentation at K. N. Toosi University of Technology Spring 2015

6 wellstructured quick to download Convenience ease of ordering easy to navigate A presentation at K. N. Toosi University of Technology Spring 2015

7 build strong relationship enduring customer relationships why is it important profitable businesses A presentation at K. N. Toosi University of Technology Spring 2015

8 Promised experince Emotional value product interactivity service design reassurance Price/Promoting Range/merchandising Customer journey fit Flow and data entry Fulfillment support Visual design Style tone Trust credibility Rational value Ease of use relevance performance Usability Accessibility Content customization Speed availability The online customer experience pyramid A presentation at K. N. Toosi University of Technology Spring 2015

9 Successful digital experience useful useable desirable sustainable social A presentation at K. N. Toosi University of Technology Spring 2015

10 How to measure online customer experience Involvement Interaction Intimacy Influence A presentation at K. N. Toosi University of Technology Spring 2015

11 David Atherton Bruce Smith A presentation at K. N. Toosi University of Technology Spring 2015

12 publisher of technology books (1987) Dabs has been 100% owned by David since 1990 mail-order firm ads in Personal Computer World & Computer Shopper. was launched in 1999 boom based on an existing offline business A presentation at K. N. Toosi University of Technology Spring

13 to provide customers with a quick and easy way of buying the products they want, at the most competitive prices around, delivered directly to their door. A presentation at K. N. Toosi University of Technology Spring 2015

14 Dabs.com has reviewed the potential of other European countries for distribution (such as Sweden or the Netherlands). dabs.com has focused on computers and related products, but is considering expanding into new categories or even ranges. A presentation at K. N. Toosi University of Technology Spring 2015

15 2003 first bricks and mortar store at Liverpool John Lennon Airport 1,000,000 customers 37,000 orders in December 20,000 products available for sale. profits rise from 2.5m to 5.1m sales rise from 150m to 200m The usability of the existing web site was tested dabs.com launched a site to help it achieve sales to the new audience. In total, the new site took 10 months to develop and was an investment of 750,000. A presentation at K. N. Toosi University of Technology Spring 2015

16 2005 In 2005, dabs.com is a 200 million company holding 15,000 lines for a customer base of almost 1.5 million 5000 customer orders every day Its catalogue contains 20,000 products 200 staff Dabs.com has 8m visits a month from around 750,000 unique users In this year dabs.com tries to improve Guided navigation Part of the new site is improved on-site search capabilities A presentation at K. N. Toosi University of Technology Spring 2015

17 2008 In April 2006, it was announced that BT Group had purchased dabs.com for an estimated 30m and that the business would become a wholly owned subsidiary of BT It has subsequently grown to employ more than 250 people annual revenue of 200m 5000 transactions daily. A presentation at K. N. Toosi University of Technology Spring 2015

18 2012 there are over a million visits per month 3,000 products available for sale. annual revenue of 350m Dabs employ over 300 people with over 85,000 of you liking our Facebook pages and following our tweets 90% of you recommending our humble website to your friends A presentation at K. N. Toosi University of Technology Spring 2015

19 Computing Desktops & Monitors Laptops & Tablets PC Peripherals Servers Smartphones & PDAs Software Warranty & Services Components & storage Accessories Enterprise Storage Graphics & I/O Hard Drives Memory Motherboards & Processors Other Drives (Optical, USB) Networking Network Devices Racking & Infrastructure Routers & Switches Smart Home Print, office & conferencing Conferencing Office Products Presentation Printers & Scanners Security & Monitoring Sound and vision Cameras & Camcorders Gaming & Gadgets GPS Navigation Home Monitoring Portable Entertainment Telephony TV & Home Entertainment Cables& Power & Adaptors Adaptors & Gender Changers Cables Power A presentation at K. N. Toosi University of Technology Spring 2015

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27 Accessibility Access to the dabs.com website is free of charge to all users.(it is not necessary to register) Since dabs.com has tech-savvy customers, it has to support them as they adopt new ways of browsing. Dabs.com found that by 1995 nearly a fifth of its users were using the Mozilla Firefox browser, so a further requirement for the new site was to make it accessible to users browsing with a range of browsers such as Firefox, Opera and Apple s Safari. It provides dabs.tv, a video service that allows customers to see more complex products in greater detail. A presentation at K. N. Toosi University of Technology Spring

28 On-site search capabilities Part of the new site is improved on-site search capabilities from Endeca. (powered by Walmart and Circuit City sites) should strike a balance between delivering too many results and too few. Endeca s new search allows users to select products by attributes including price, brand and even size and weight. The current conversion rate is 3.5% and it is hoped this will be increased to 5% by site s search and navigation features Know what you want but not how to find in? A-Z search help you A presentation at K. N. Toosi University of Technology Spring

29 Security Jonathan Wall, Dab s marketing director, sees: security as important as part of the customer experience, We were one of the first e-businesses to adopt Visa s Verified by Visa 3D secure payment authentication system we ve also implemented MasterCard s SecureCode variant. We ve always worked closely with both credit card companies and it s a concern that dates back to our mail order side A presentation at K. N. Toosi University of Technology Spring

30 Privacy Policy you can review your personal information at any. You will be able to update, correct, change or delete inaccurate details. You have the right to ask us what personal data we hold about you, and we can supply this information on payment of a small fee. We may share your personal information with other companies in the BT Group who may use it for the purposes set out in this Privacy Centre We might transfer your personal information to places outside the European Economic Area to process it. We also provide information when the law says. A presentation at K. N. Toosi University of Technology Spring

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32 Profiling Dabs will use your personal information for the following purposes: To send updates process regarding the status of your orders. To improve the content, design and layout of the dabs.com website and to facilitate knowledge management To understand the interests and buying behaviour of our registered users We monitor and record our communications with you, including s and telephone conversations. Information collected may then be used for training purposes, quality assurance, to record details about the products/services in which you're interested. If you purchase a Television or Television receiving equipment, dabs.com is legally obliged to inform the TV Licensing Authority giving details of the address to which the equipment is to be delivered. 32

33 DELIVERY A presentation at K. N. Toosi University of Technology Spring 2015

34 A presentation at K. N. Toosi University of Technology Spring

35 Staffing pay a higher than average salary, and that means we get a higher level of staff. Dabs.com ended offline sales in September 2001, after online sales reached half of turnover. dabs.com does retain a call centre for customer service and account management services for its business clients who spend 15,000 or more per year. A presentation at K. N. Toosi University of Technology Spring 2015

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37 A presentation at K. N. Toosi University of Technology Spring

38 Offers good promo rates to the buyer Makes use of image in allowing customers to easily identify their offerings Use of Filters in specifying customer s search Provides community blogs for customers to speak up Partners with social media sites to be more accessible Provides a lot of information in regards to offerings Keeps customers up to date by posting the most latest articles in gaming, gadgets, new software, and other news relating to technology Very easy in terms of using the site Provides faster as well as free delivery A presentation at K. N. Toosi University of Technology Spring

39 Does not leave comment sections in regards to products Does not post direct information in regards to how much a customer can save in purchasing products Pictures or images tend to be smaller compared that to competitors Over-all look and feel needs improvement Over-all site performance is low Poor product return service A presentation at K. N. Toosi University of Technology Spring

40 Posting of video in regard to product offering or to brands Can improve on enlarging their images to give customers a clearer view Develop a tagline Summary icons Over-all improve the site by making it more engaging to the customers Add new color scheme to the site Improve site performance A presentation at K. N. Toosi University of Technology Spring

41 Rise of more interactive sites Present competition updating their site Negative comments from unsatisfied customers causing viral spread online Poor return service causing loyal customers to shift from another brand Security and privacy issues A presentation at K. N. Toosi University of Technology Spring

42 The low cost of entry Existing patents Remove retailer Low product differentiation Switching cost is high Continuous innovation Buyer switching cost is low Switching cost is low Price sensitivity Hight volume of information A presentation at K. N. Toosi University of Technology Spring 2015 The rapid development of technology Software as service

43 Mistake In dabs.com was loss-making with 1.2 million lost; this was partly due to including free delivery as part of the proposition to acquire new customers In 2003, the company opened an operation in France ( The French site remains, but the retail strategy has now ended since margins were too low. A presentation at K. N. Toosi University of Technology Spring

44 People who know what they want. People who don t know what they want. delivered directly to consumer door, (flexible, cheap and fast delisery system) dabs generate profits from ads, transaction and sale Related products A presentation at K. N. Toosi University of Technology Spring 2015

45 Search engine marketing (the main investment) Referrals from affiliates (this has been reduced) Online display advertising on third-party sites (limited) PR Sponsorship (shirt sponsorship for Premiership team Fulham). A presentation at K. N. Toosi University of Technology Spring

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47 criteria for benchmarking Ease of locating site through search engine Usability Marketing Messaging for persuation marketing Clarity of online value proposition Branding and visual appeal Site performance Customer support Dabs.com Ebuyer.com Euroffice.com Dabs.com Ebuyer.com Euroffice.com A presentation at K. N. Toosi University of Technology Spring

48 awards A presentation at K. N. Toosi University of Technology Spring 2015

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