Knowledge of an Online Expansion of a Specific Brand - Essay Example

?INTRODUCTION The study is aimed to provide the knowledge of an online expansion of a specific brand/ company. The study would provide the insights of the company which is launching its products online for online shopping. Rifle 3G is a UK based Fashion Company which comprises of Men’s and Women’s Fashion. The company was established in 2010 and since then it has been emerging as one of the well-known brands. Rifle 3G aims to provide its customers the quality of products by accomplishing their needs. The company aims to provide its customers higher level of satisfaction and broader selection of clothing. The company aims to provide the superior buying experience to its customers and as a result the company wants to launch its official website where all their items would be available. The company felt the importance of launching its website because of the changing trends, technology and the wide use of internet (Chang, & Tseng, 2011). The demand of the online shopping has been increasing in recent times and it has encouraged the company to introduce its own official website (Ganesh, Reynolds, Luckett, & Pomirleanu, 2010). SITE MAP: Summary of the overall pages or the sitemap of the website is presented below: Main Page: Paul Royce, the marketing executive of the Company, told that the home page would include all the features of the company including men’s and women’s clothing. The site will contain a weekly magazine and accessories including detail information regarding the current fashion. Historical facts about some fashion and garments would be presented on the pages of the products. The website will contain colorful photos and videos of the clothing. Videos will contain the styling tips of men and women by some of the fashion designers. These videos will not be more than one minute in order to make customers comfortable and not making them stressed out while searching for products. This way customer will remain updated of the Company. The company provides online shopping of footwear, having all types of categories for example from casual to formal. Consumers can gain access to all types of footwear without wasting their time by visiting the retail shops. The mockup of the main page of the site is presented below: With introducing online shopping, customers could have an ease of access and could save their time. To appeal men and women, the company would feature profiles of real life for example the presentation of the person wearing stylish clothes. The site would be open and will contain mini video clips with style. The company would aim to deliver the orders on the same day in UK. Deliveries of the product will be arrived in a lush package rapped in a tissue paper under the box. The website would contain all the sizes available regarding clothing and footwear. The customers would also be informed of the unavailability of products, for example product size, color etc. Prices of the product would be tagged along. Layout and design of the website play an important factor in the consumer experience (Ha, & Stoel, 2012). The logo of the brand would be placed at the left top corner of the site which would gain the attention of the customers. The company site will include the payment methods of net banking through ATM and credit cards. The company in order to attract more customers towards their online shopping introduced a delivery package, the deliver package is a new strategy developed by the company which states that customers would pay for their orders after the delivery. Which means that the Company wants to give its customer maximum level of satisfaction, making customer to pay when they are satisfied. The company targets the middle and upper class and feels the importance of their online shopping site, as it is observed by that higher levels of income and education correspond more to an online shopping. The company will provide wide range of clothing and footwear providing the customers with wide variety of options regarding their consideration. The main sections of the home page are: Register: customers can make their account and gain access to products in depth. My Wish list & Shopping Cart: website provides the feature of shopping cart & my wish list where consumer could make their purchases by dropping in their products which they want to purchase. Contact Us: provides customer the availability of customer service. About us: provides detailed information about the product. Store locator: provides the store location of the company to the customers. Language: Website supports languages including, Italian, English, French, Spanish. In this way customer having different languages can also shop. Product Page: The product category page of the website is presented below: New products and product information: The company site has been organized in two categories for the consumers. The site offers the latest products of the company for the visitors whereas it also provides membership to its customers. Customers who assign themselves to the membership would be informed about every product they need and provide complete information about the product. Men’s and Women’s Clothing sections would be created on the site providing various categories under this section of either sections. Specials: this feature would include the upcoming events of the company or upcoming fashion and styles etc. The company would provide following features at the side bar: Categories: This feature of the site includes products which are categorized under girls, guys and other stuff, making it easier for the consumer to search for particular products at more confined way. Display Art: The site would include videos and photos of the products, including celebrities, fashion designers. The site includes the following features on the footer: Social network ( Facebook, twitter, YouTube) : the site contains blogs including tweets and comments from the consumers who follows the company’s page. Address: company address would be given in order to make a consumer aware of the existence of the company. Privacy Policy: privacy policy includes the security of information of those members who register themselves on the website. Delivery: this tab includes the delivery payments method. Discount: this feature would provide discount information on the products which are seasonal. Top Seller: news regarding weekly profitable sellers would be given to the customers under this section. Tracking packages: under this section the customers would get to know the time of their delivery. About Us Page The about us section of the website is important as consumers use to know about the company before they purchase products online (Verhagen, & van Dolen, 2011). Therefore this page will display important information about the website. The about us page of the site will be as per the following design: COST ESTIMATES: The company has estimated the cost of developing its online website by highlighting some of the cost factors. Initially the company would start off with carrying 10-15 pages in the site. The SEO section would include competitive analysis of the market, implementation of basic SEO & content optimization. Professional Design Detail would be included in the site. The company has estimated the cost of above mentioned factors to around ?1048. Online marketing except SEO would cost around ?250 per month. E-commerce which includes the shopping cart feature will cost The Company around ?1300. Extra Features: Extra features include the flash, media or videos will cost The Company around ?300. Website or the online store will be maintained by an outsourcing firm and the management expects the cost of maintenance to be around ?700 per month. Additional SEO will have a cost of? 130 per month. Around ?100 per page will be incurred on the copy content writing per page. CONCLUSION The study provided details of the UK based Company ‘Rifle 3G’ which is launching its official website to make its products available to shop online. The company included strategies to make an attractive site to gain attention from the customers. The company included various product information and the latest trends, availability of products with respect to sizes and colors. The estimated cost of the site which would be incurred has also been identified. Layout and mockups of the website have also been presented. References Chang, E. C., & Tseng, Y. F. (2011). Research note: E-store image, perceived value and perceived risk. Journal of Business Research. Ganesh, J., Reynolds, K. E., Luckett, M., & Pomirleanu, N. (2010). Online shopper motivations, and e-store attributes: An examination of online patronage behavior and shopper typologies. Journal of Retailing, 86(1), 106-115. Ha, S., & Stoel, L. (2012). Online apparel retailing: roles of e-shopping quality and experiential e-shopping motives. Journal of Service Management, 23(2), 197-215. Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application.Information & Management, 48(8), 320-327. Read More