From the paper "How the E-Channels of WH Smith Can Be Revamped" it is clear that globally there are websites that claim to be genuine online shopping websites but are frauds as they take orders and never return back to the customer. Interestingly, many webs are look-alikes for the renowned big names…
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Consumer researches have revealed the fact that Smith has been facing downside in terms of daily customers, mainly losing these to online stores that are positioning themselves to attract customers, and transferring the customer loyalties. Evidence includes reports that confirmed the sales figures during Christmas falling by 1%. The upcoming sections of this report aim at analyzing the various aspects of Smith’s website and plans on how improvements can be made to its various aspects. The next section defines the context of usage of the website. Bocij (2008) defines the context of usage as the utility of the website amongst the users i.e. how it is perceived and how its archeology is done. The context of usage is categorized as ‘design archeology’ and ‘identification of the context of use’ by McLeod (2008). Firstly, the design archeology is discussed as follows, and the tabular representation has been added in Appendix I of this report. Within the design archeology, it has been determined that the objective of the business is to sell online – since online selling has a great many numbers of features associated with it and some are stated as below; these are stated as the advantages of online selling by Laudon (2009): Laudon (2009) further states that there is a major downside of the e-business i.e. no competitive or cutting edge advantage remains sustainable over a longer period of time since it is observable by the competitor within the glimpse of an eye. Websites such as Amazon, keep a close eye on competitor movements, spying is common and thus, these businesses always stay one step ahead of their competition. In accordance with the identification of the context of use, and the table formulated for its design features, the target audiences are basically convenience shoppers; the term ‘convenience’ is critical here. In accordance with Chaffey (2004), convenience shoppers are individuals who shop as per their conveniences; traditionally, this applied to corner grocery shops whereby the variety of products and services defined them as convenience stores i.e. a one-stop-shop.
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...as a part of the channel as they will effectively market the product in the market. This will help in building a brand image of the company. Including financial institutions in the channel will not be fruitful for the organization as effective marketing and selling the product will not be possible. Financial institution will not contribute in building a brand image so including a financial institution is not worth. From managerial perspective the organization must consider customers as an element of the task environment. Customers are the end users so they cannot be included as a member of the channel but can be included as an element of the task environment. Consumers...
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...this market segment for possible exploitation in immediate future. Similarly the company can test the sofa beds and accessories markets immediately by offering to supply such products after typing up with manufacturers. All of the above aspects would go to establish an independent and strong identity for company's website and help it on the path of a strong e-market presence.
Control is the most important aspect of the entire revampede-marketing effort through the linked, enriched and CRM supported website. Proper use of the CRM can itself ensure a great dead of control. However certain important ratios an be monitored on regular...
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3. On-line surveys and customer feedback should be used gauge levels of customer satisfaction. Essential is to build a scale for measurement so that movements along the scale can be determined and course corrections made where necessary.
4.0 Marketing Mix Strategy
To carry the concept of the brand building forward, specific marketing mix strategies need to be put in place. In this report we chart a path towards the marketing mix that will help gain maximum mileage, both in terms of sales volumes as well as improving visibility of the WHSmith brand. The markets chosen are the...
..., sites like Amazon now sell used books alongside new ones, thereby those who cannot afford the cost of a brand new book, are happier with a used one than walking away empty handed. Books are WHSmith's primary selling feature and to keep its customer, it needs to get into the used books channel. It can also offer loyalty rewards, like if a customer has concluded, say 10 purchases or more on its website, it can give him some extra bonus points to redeem, or offer an extra discount on his next purchase. All this will serve as an incentive to bring him back to the site and this is very important to keep the subscribers growing. If the customer recommends a...
...that is difficult to put in place in a business culture that has always worked on competition. However, central data sharing among partners has been shown to be beneficial. Shared information through collaboration can result in optimisation of supply chain activity. Carman considers benefits to be as follows:
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...in the course of the internet amplifies gradually and it is necessary for corporations to adapt their business to customer demands so as to make profit as well as not to loose marketplace shares (Carson, 2009; Laudon & Laudon, 1999, p.25). The main intention or objective of this report is to offer recommendations howWHSmiths that is a multi-channel retailer for products like DVDs, books and CDs could make stronger its online business presence as well as not to go on loosing marketplace shares to other online retailers.
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