E-Commerce Overview. Charles Crouch 22 March 2005

Transcription

1 E-Commerce Overview Charles Crouch 22 March 2005

2 Our Discussion Tonight Introduction Offline vs. Online Businesses Unique Opportunities Online Customer Interface

3 A Website E-Commerce Business Strategy Branding My Website Client Communication Metrics

4 What is E-Commerce anyway? Electronic Funds Transfer C2C Business-to-Business Business-to-Employee B2E E-Government E-Commerce E-Business B2B Consumer-to-Business Business-to-Consumer EDI B2C EFT Consumer-to-Consumer Peer-to-Peer Business-to-Government E-Politics Electronic Data Interchange B2G C2B

5 Working definition Exchanging digital information between parties to implement or enhance business processes

6 E-Business

7 E-Government

8 Consumer-to-Consumer

9 Something New?

10 Offline vs. Online Businesses Placement Merchandise and Audience Presentation Payment Security Fulfillment

11 Placement Bricks-and-Mortar Online Physical location Adjacent competitors Convenience - Customer access - Deliveries Easily found on WWW No distance between! competitors Convenience - Online malls

12 Size: Merchandise & Audience Bricks-and-Mortar Online Store Size - Products - Customers Parking Deliveries Store Size - Bandwidth - Processing power - Data storage capacity

13 Presentation Bricks-and-Mortar Store layout affects - Image - Customer profile Customer Service Online User interface - Only connection to customer Customer service - Online, no direct interaction - Face-to-face

14 Payment Bricks-and-Mortar Online Variety of ways - Cash - Credit Card Liability for fraud limited Credit Card - Most popular - Card-not-present Liability for fraud Higher fees Transaction security

15 Security Bricks-and-Mortar Online Physical security! Cameras! Alarms and tags! Guards Physical security Additional factors Worldwide exposure Potential large!! damage Complex technology

16 Fulfillment Bricks-and-Mortar Online Customer orders - Processing - Packing - Delivering Same issues Tracking services Volatility Outside fulfillment - Returns Varies with business

17 Unique Opportunities Online... Operate Across Traditional Industry Boundaries Competition Between Alliances, not Individuals Competitive Developments at Rapid Speed New Behaviors, new Customer Requirements

18 Across (Despite) Industry Boundaries

19 Alliances Distribution and fulfillment channel for publisher, label or studio

20 Partners

21 Unprecedented Speed Are the Browser Wars Back? How Mozilla's Firefox trumps Internet Explorer. By Paul Boutin In the First Era of browser history... Camino The second browser war For the first time Internet Explorer has lost a tiny bit of market share. Ben Hammersley believes... Safari Konqueror Galeon

22 New Values for Customers

23 Customer Interface Most visible part of most e-commerce businesses Screen-to-Face interface Often a virtual storefront design connected to the Internet

24 7Cs of the Customer Interface Context Site s layout and design Content Text, pictures, sound, video on the webste Commerce Ability to enable commercial transactions Community Ability to enable userto-user communication Connection Degree site is linked to other sites Communication Site-to-user or two-way communication Customization Ability to self-tailor or allow users to personalize Source: Rayport & Jaworski

25 Context Screen-to-Face Visitor Interface Functional Design Navigation, Speed, Links, Platform Aesthetic Design Visual theme, color, font, graphics Reinforces the image of the company

26 Functional: CEOExpress.com

27 Aesthetic: Reflect.com

28 Image: Gucci

29 Content Three types of content on a website: Information Products Services Website can use all three in varying degrees

30 Information Dominant

31 Product Dominant Superstore Category Killer Specialty

32 Service Dominant

33 Cognitive Appeal: NewBalance.co.uk

34 Emotional Appeal: Nike.co.uk

35 Community Fostering a Sense of Belonging How members Participate Lurkers to Members to Motivators Why Motivated to join Social, shared interest, support Member Benefits Interactive or Non-Interactive

36 Limited Interaction (Carol Muller helps compile Best of the Web Today. Thanks to Michael Segal, David Lee, Ethel Fenig, Rob Westrick, John Williamson, Edward Schulze, Pat Batts, Michael Zukerman, Yitzchak Dorfman, Thomas Dillon, Steven Platzer, John Cole, David Worley, Brian Tyree, Jack Archer, Skip King, Joe Mauss, Mordechai Bobrowsky, Jim Triller, Peter Eipers, Steve Zautke, Dan Kelly, John Forsberg and Julie Beck. If you have a tip, write us at opinionjournal@wsj.com, and please include the URL.)

37 Strong Interaction

38 Customization Special content for each visitor Personalization Allow visitors to specify preferences Tailoring Unique information for each visitor

39 Personalization

40 Tailoring

41 Communication Maintaining contact with your customers. Broadcast Mass , FAQs, Newsletters, Content update reminders Interactive , Customer Service panels, User Input

42 Types of Communications One-to-One One-to-Many Responding User VOIP Contact Now Updates Reminders Nonresponding User Rate Me Web Seminars Webcasts

43 Changing Landscape One-to-One One-to-Many Many-to-One Many-to-Many Responding User Peer-to-Peer Network Nonresponding RSS Feed User

44 Connection Outside Links Links to and from other sites Framed Links Pop-Up Windows Outsourced Content Quality of links to your site can affect search engine ranking.

45 Commerce Website ability to perform financial transactions Registration Shopping Cart Security Credit Card Approval VISA MasterCard Delivery Options Order Tracking Track Shipments

46 Take-Aways A website alone does not equal e-commerce. Offline and Online Businesses have important differences Online businesses have unique opportunities Think through your customer interface carefully. It is your sole point of contact online.

47 Questions? Charles Crouch Internet Business Consultant Lecturer in E-commerce +32 (0)