E-Commerce is a thriving business in a multi-billion dollar industry. E-Commerce is becoming the fastest growing industry because of its low startup cost compared to brick and mortar, and there is no need to stay targeted to one market or demographic. The internet has transformed the way in which businesses operate, marketers market, and consumers spend money. There has never been a greater time than in the recent upgrades to technology that has allowed for a fledgling entrepreneur, or even established businesses to have obtainable and available success. E-Commerce succeed due to those that are willing to put in the time, money, knowledge, and effort to familiarize with the e-commerce and marketing strategy. For the second part of the case scenario, the small Jersey Shore Boardwalk clothing outlet has long been established as a go-to destination for out of state travelers, and Jersey Shore Boardwalk locals. The small business owner is choosing to branch out to e-commerce. Within this following paper, it will examine the importance of the domain name and the ethical dilemma, the software that will be implemented, online presence, and a web marketing strategy.
The first question of the scenario is to provide an answer to the ethical dilemma of selling the domain shortly after moving to an online platform. The domain name of the company is an essential form of identity. It is the go-to in what people will look up and what consumers will remember. The differences between a proper domain name and an inferior domain name is the longevity of the business success. A domain acts as a business card that draws the attention of the consumer, and allows for the website to provide enriching content that encourages consumers to buy and choose products and services. (Schneider, 2010) The one side of the dilemma in choosing to sell the domain there are few factors to consider. When thinking of the domain name it is first to value the weight of the domain name in correlation with the business. This process is complex and requires further knowledge and help usually from URL brokers or other organizations that are purposed with trying to value the domain.
For the small business owner, hiring a broker might be more costly than just selling the domain for $1000.Researching on the website, Domain Sales, allows for users to look up Domain Sales history in order value similar domain names in valuing their own. The popularity of Jersey Shore is soon wearing off, and if the company chooses to broadcast as a popular Jersey Shore store favorite, he should capitalize on the success before it is too late. By comparing similar stores, he will be able to decide if $1000 is too low of a number in order to not be shortchanged. If the person or agency was willing to re-negotiate the price of the domain name to a higher number that would better suit the owner.
However, on the other side of the dilemma there is the option not to sell, but first looking to see if it is worth it. Looking up alternative domain names similar to that of the Jersey Shore outlet is the best option, if there is no better alternative it could potentially negatively impact the success of the outlet store. Brainstorming and choosing a domain name takes, time, creativity, and money to be able to provide a unique name that is synonymous with the idea the outlet store wants to convey to the public. By giving up the domain it would create a downfall, where consumers would be able to find the website, and spend time searching for alternative. This would then result in the company losing business, traffic, a revenue and profit. Consumers are able to recognize companies by their brand or their domain name, it takes a while for the business to gain a reputable name in the market, and gain credibility with the given domain name. When selling the domain name, most times the website interfaces also change which will turn off consumers thinking it is fraudulent or suspicious activity. In balancing all options the best option is for the Jersey Shore outlet owner to not sell the domain name.
Using the right e-commerce software will separate the successful e-commerce sites from the failures. When moving a retail shop online, the owner and the site designer want to continue the feeling that customers are shopping in a store with the major capabilities such as catalog display, a friendly shopping cart that allows for multiple purchases, and clear understanding of the transaction process. For the shopping catalog display, the website must be able allow for storing information about each items in the display. Clearly display when items are in stock or out of stock. The website should have modern software that provides a search engine where customers to enter item descriptions quickly to find for the purchase or information.
The shopping cart of the website will provide capabilities that will use online forms in order to provide shopping cart history, and distinguish between one customers to another. The shopping cart database will be developed to store client’s information on preferred choices and wish listed items. The shopping cart software of the website must be updated with the latest tax information, provide shipping costs for national and international customers, calculate the prices, and create volume discounts that include specials and promotion. In order for this e-commerce to work well with the shopping cart, the software must also have an updated accounting software where the sales are accurately calculated and stored simultaneously on the database. The various services that the e-commerce provide creates a smooth and hassle free experience and transaction for each customer that chooses to frequent the site. Customers will be able to navigate through the website and be able to purchase goods and services.
The online presence of the website should mirror the dominance and presence on the boardwalk at the Jersey Shore. In order to create an effective presence on the Web the objectives that need to be met. In attracting visitors to the website it is best to proactively promote and advertise on the internet this includes using social media to interact with consumers, which when then spread to word of mouth, and lead to other outlets. In making the site appealing for visitors to stay, the design of the website must be eye-catching and inviting that will entice to customers to explore more of the website. By providing a clear interface with links and point of actions outlined, the visitors will be able to navigate through the website obtaining information on the company and the products. When creating a lasting impression with the customers, the website will design a logo that will synonymous with the brand and the image that the store wants to convey the public.
In order to build trust and relationships with the visitors, the website must be set up on SSL (Secure Secondary Layer) in order to HTTPS, to which it can security certificate from an agency such as VeriSign to ensure the customers that their information and privacy is safe with the company. Clearly providing contact information (location, phone, email) to the consumer will place trust in the customer on whom they are shopping with. By providing real customer feedback in front of the website, reinforces positive images of the company and guarantee that the quality of the products and services provided. By doing all these changes described above, and providing promotions and coupons, it will encourage visitors of the site to keep returning. (Schneider, 2010)
In order to get an online presence, companies must market their company on the internet. The ways of social media and technology consumption has changed the way that company market to consumers. Businesses must understand the target demographics, the market in which they dwell in, and so on. The strategy that this outlet store will choose will be based on product marketing strategy. The marketing strategy must include the different segments that include; behavioral, demographic, geographic, and psychographic. The behavioral segmentation consists of the company divided the consumers into groups based on their behavior towards the products. The product would those outline multi-purpose such as night, day, casual, and office wear. The demographic segmentation includes the demographics (race, age, gender, etc.) in pinpointing the characteristics of the buyers. This information is mostly purposed with the way the clothing will be styled, the type of colors, and trends that will be used in the shirt lines. Geographic segmentation is used in allowing the company to market to the areas in which people live. When a segment buys more in Texas, the company would probably place more ads and promotions in Texas. Psychographic segmentation allows for further information on the consumer activities, what they place in their shopping carts, in their wish lists, and preferences that each customer has. Marketing to their psychological makeup will create better products and better marketing. Using all this information into the product-based strategy will be an essential part of deciding the success or failure of the Jersey Shore Boardwalk move to e-commerce.
E-COMMERCE-commerce sites are easy to setup, however, the differences between the run of the mill websites that fail versus the websites where more time and energy are spent In understanding the fundamental aspects of how a business will continue to be successful once is translates to an online platform is rooting in the knowledge and determination of the owner. His store has enjoyed success as a brick and mortar store, where locals and visitors from out of state come to buy products that he provides. When choice with going the route of e-commerce, the owner must develop an understanding of e-commerce, the marketing strategies, website design, and other salient information that it is crucial for online companies to know. When faced with the ethical dilemma of selling the domain name, the owner must keep in mind that the domain is part of the overall brand that the company wants to sell to the general public. The website will capture the trust, presences, and engagement that will entice visitors to continue to come back and purchase goods and services.
References
Schneider, Gary (2011). Electronic Commerce (9th Ed.). Cengage Learning: Ohio.
