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Multichannel Retailing Lynda Gamans Poloian Copyright ©2009 Fairchild Books • All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any means–graphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systems–without written permission of the publisher. ISBN: 978-1-56367-6332-1 GST R 133004424 Unit III Technology Solutions Chapter 7 Designing Effective Online Stores L. Poloian Chapter 7 4 ©2009 Fairchild Books, A Division of Condé Nast Publications. Characteristics of Effective Retail Web Sites • Objective of retail Web developers: creating a sticky site • Stickiness—degree to which customers become engaged on a Web site • Careful blend between aesthetics and functionality L. Poloian Chapter 7 5 ©2009 Fairchild Books, A Division of Condé Nast Publications. Winning the Customer • E-commerce provides new ways to connect with the customer • Customers want relevant products, speedy delivery, competitive prices and fun • In the apparel sector, customers want ample merchandise presented using color and video L. Poloian Chapter 7 6 ©2009 Fairchild Books, A Division of Condé Nast Publications. Common Traits of Effective Online Stores • • • • Well designed and highly interactive Brand image consistency Easily navigable sites, products easy to find Appropriate technologies and customer contact and tracking methods used • Up-to-date and functional L. Poloian Chapter 7 7 ©2009 Fairchild Books, A Division of Condé Nast Publications. Framework for Web Design • Web page layout and design—includes using principles and elements of design to create appealing Web site • Essentials of Web content—incorporates product information content, transactional capabilities, communication tools, and performance standards L. Poloian Chapter 7 8 ©2009 Fairchild Books, A Division of Condé Nast Publications. Web Page Layout and Design Principles of Design • • • • • Balance Symmetrical or Asymmetrical Repetition Alternation Progression Radiation L. Poloian Chapter 7 Emphasis • Denotes focal point; i.e. featured product • Achieved through color, image, positioning, size, and unique features 9 ©2009 Fairchild Books, A Division of Condé Nast Publications. Principles of Design Proportion • Relationship between art components and space • Relative size affects customer’s perception L. Poloian Chapter 7 Rhythm • Mechanism that guides eye flow • Line, shape, direction, and color influence flow • Change from large to small or light to dark conveys rhythm 10 ©2009 Fairchild Books, A Division of Condé Nast Publications. Elements of Design Line • Use of artists stroke to convey design, motion, direction, and graphic details • Curved, linear and angled lines convey different messages L. Poloian Chapter 7 Color • Most expressive element of design • Helps group products, set theme, evoke mood • Psychological aspects influence customer behavior 11 ©2009 Fairchild Books, A Division of Condé Nast Publications. Selecting and Using Typography • • • • Typefaces are also called fonts or styles Major consideration in Web page design Type style reflects retailer’s image Used for all descriptive copy written, advertisements, headlines, logos, and some ornamental graphic treatments L. Poloian Chapter 7 12 ©2009 Fairchild Books, A Division of Condé Nast Publications. Type Categories • Serif (with appendages)—Denote more formal, nostalgic, and ornate themes • Sans serif (without appendages)—Less formal, more contemporary • The type style used in this PowerPoint is New Times Roman, a serif face L. Poloian Chapter 7 13 ©2009 Fairchild Books, A Division of Condé Nast Publications. Sizing Type • Type size is considered in the same way as proportion and emphasis • Point system used to indicate type size—the smaller the point the smaller the type • System based on a point being 1/72 of an inch L. Poloian Chapter 7 14 ©2009 Fairchild Books, A Division of Condé Nast Publications. Guidelines for Using Type Effectively • Use larger type for headlines and smaller for body copy • Type below 8-point type is too small to read comfortably • Use no more than three type styles in one ad or Web page • Type in proportion to white space affects image and readability L. Poloian Chapter 7 15 ©2009 Fairchild Books, A Division of Condé Nast Publications. Essentials of Web Content • Content encompasses all digital material that appears on Web site • Product content must be presented well on the Web • A home page for an online store is equivalent to a material door to a brick-andmortar store L. Poloian Chapter 7 16 ©2009 Fairchild Books, A Division of Condé Nast Publications. Essentials of Web Content Transactional Capabilities and Functionality Site Maps • Online equivalent of planograms for stores • Explicit information detailing every Web page from home to checkout L. Poloian Chapter 7 Menus • Drop-down menus encourage effective site tours • Should mesh with information on site map • Focus of design: ease of the customer 17 ©2009 Fairchild Books, A Division of Condé Nast Publications. Essentials of Web Content Transactional Capabilities and Functionality Links • Chosen carefully internally and externally to a site • External should be relevant, interesting and workable • Internal should be functional and timely L. Poloian Chapter 7 Sidebars • Enhancement of dropdown menus • Areas for supportive ads, widgets, and external links 18 ©2009 Fairchild Books, A Division of Condé Nast Publications. Essentials of Web Content Transactional Capabilities and Functionality • Shopping Cart Functions • Enable the checkout process with minimal clicks • Should be fast and efficient L. Poloian Chapter 7 19 ©2009 Fairchild Books, A Division of Condé Nast Publications. Online Communications • Contact between retailers and consumers— on Web site, via e-mail, customer service • Customer directed language used on Web site—words, phrases, copywriting • Integrated communications—customer reviews, blogs, user-to-user events L. Poloian Chapter 7 20 ©2009 Fairchild Books, A Division of Condé Nast Publications. Web Site Performance • Performance requirements: – Speed and reliability – Appropriate technology platforms that allow easy access – Fully-operative media—streaming video, sound, 3-D options L. Poloian Chapter 7 21 ©2009 Fairchild Books, A Division of Condé Nast Publications. Setting Up an E-Commerce Site Eight Steps of Web Site Planning 1. Find the Best Address – Select URL including domain name – Best to include business name – Register and list with major search engines L. Poloian Chapter 7 2. Construct the Site – Transactional or nontransactional – Provide for collection of customer information – Screen for accuracy of content – Facilitate customer contact 22 ©2009 Fairchild Books, A Division of Condé Nast Publications. Setting Up an E-Commerce Site Eight Steps of Web Site Planning 3. My Site or Yours? – Decide to own server or share hosting with ISP – Shared hosting is less expensive – Having a dedicated server provides more control L. Poloian Chapter 7 4. Safe and Secure – Provide security against hackers, imposters, and scammers – Gain SSL certification for site 23 ©2009 Fairchild Books, A Division of Condé Nast Publications. Setting Up an E-Commerce Site Eight Steps of Web Site Planning 5. Pay Me Now or Pay Me Later? – Select secure and reliable payment systems – Stick with established credit card companies – Consider prescreening payment systems like PayPal L. Poloian Chapter 7 6. Promote, Promote, Promote – Let customers know your company exists – Choose established media and new alternatives – Exposure is key 24 ©2009 Fairchild Books, A Division of Condé Nast Publications. Setting Up an E-Commerce Site Eight Steps of Web Site Planning 7. Sell, Sell, Sell – Make it easy for customers to shop online – Reduce shopping cart abandonment – Follow-up with customers after sale L. Poloian Chapter 7 8. Evaluate and Update – Revitalize Web site when needed – Seek customer input – Act on fresh ideas and viewpoints 25 ©2009 Fairchild Books, A Division of Condé Nast Publications. Setting Up an E-Commerce Site L. Poloian Chapter 7 26 ©2009 Fairchild Books, A Division of Condé Nast Publications. Advanced Graphic and Interactive Techniques • The Web is more complex and more enjoyable for users • Capitalize on new graphics, interactive features, and communication options • Explore Web 2.0 and Web 3.0 advanced rich media technologies L. Poloian Chapter 7 27 ©2009 Fairchild Books, A Division of Condé Nast Publications. Rich Media and Web 2.0 • Advanced technologies depend on users ability to access rich media like Flash • HTML is used to encode content, layout, and formatting information • AJAX and XML are advanced codes that enable many customer-oriented Web services L. Poloian Chapter 7 28 ©2009 Fairchild Books, A Division of Condé Nast Publications. Rich Media and Web 2.0 L. Poloian Chapter 7 29 ©2009 Fairchild Books, A Division of Condé Nast Publications. Rich Media and Web 2.0 • Web 2.0 encompasses many applications: – Zoom, product rotation, multiple views – Personalized functions including blogs, wikis, podcasts, color identifiers and avatars – High-quality video, RSS feeds, and tagging – Embedded image recognition software, mashups, and microsites L. Poloian Chapter 7 30 ©2009 Fairchild Books, A Division of Condé Nast Publications. Web 3.0 Evolution • Merging of advanced interactive capabilities and artificial intelligence • Track correlations between products and consumers through use of product graphs • Advances in mobile Web sector • Possible conflict with data capture and customer privacy L. Poloian Chapter 7 31 ©2009 Fairchild Books, A Division of Condé Nast Publications. Foundations of Online Communications Copywriting Across Channels Structure and Preliminary Activities • Two types of copy: – Headline—attention getting word, phrase, or statement – Body copy—descriptive words that convey details about a product L. Poloian Chapter 7 32 ©2009 Fairchild Books, A Division of Condé Nast Publications. Pre-Copywriting Preparation • Gather information including colors, sizes, prices, materials used, options, and whether item is on sale • Decide whether ad is to be product or institutional • Define target market • Include special selling points, benefits to customer, seasonal tie-ins L. Poloian Chapter 7 33 ©2009 Fairchild Books, A Division of Condé Nast Publications. Hints for Creative Writing • Brainstorm descriptive words and phrases • Put yourself in the customers’ shoes • Gain inspiration from Web sites, magazines, museums, entertainment media, the streets • Write, rewrite and rewrite again • Use spell-check and thesaurus tools L. Poloian Chapter 7 34 ©2009 Fairchild Books, A Division of Condé Nast Publications. Approaches to Copywriting • Factual—uses clear, simple language to describe items and make points • Narrative—uses a story or narrative to draw attention to product and customers’ needs • Emotional—uses charged words and delivery that draw from human feelings L. Poloian Chapter 7 35 ©2009 Fairchild Books, A Division of Condé Nast Publications. Online Copy Guidelines • Place most important information near top of Web Page • Keep body copy to a minimum • Use bullets, headlines, and subheads to organize key points • Factual approach to copywriting may work best • Carefully consider use of opening screen: additional ad or annoyance for customer? L. Poloian Chapter 7 36 ©2009 Fairchild Books, A Division of Condé Nast Publications. E-mail Communications • E-mail – Key form of direct marketing contact – Most successful when customer has existing relation ship with retailer • Text Messaging – Widely used mobile form; short and pointed • Twittering – Short bursts of news through social networking sites; great retail potential L. Poloian Chapter 7 37 ©2009 Fairchild Books, A Division of Condé Nast Publications. E-mail Communications L. Poloian Chapter 7 38 ©2009 Fairchild Books, A Division of Condé Nast Publications. Uses of Live Chat • Live support useful for customer contact • In real time customers communicate online or set up simultaneous telephone conversations • Tips from customer service reps can direct user to part of site previously overlooked • Empathy may help alleviate shopping cart abandonment L. Poloian Chapter 7 39 ©2009 Fairchild Books, A Division of Condé Nast Publications. Mobile Commerce Communications • M-commerce is on a growth trajectory • More retailers are developing mobileenabled Web sites • Scanning and texting allow for greater customer interface • Spoken commands for texting and surfing are being developed • Integrating GPS L. Poloian Chapter 7 40 ©2009 Fairchild Books, A Division of Condé Nast Publications. Contemporary Personal Communications • Blogging—Experiences and expertise shared through blogs influencing branding and retail sales • User-generated reviews—Product reviews help customers make more informed shopping decisions • Web site personalization—Customer controlled content, design, name recognition features appeal to online shoppers L. Poloian Chapter 7 41 ©2009 Fairchild Books, A Division of Condé Nast Publications. Search Engine Selection and Maximization • Online retailers use search to obtain optimal keyword and positions in paid listings • Sales increases realized through effective search engine marketing • Brand building through heavy exposure is anticipated L. Poloian Chapter 7 42 ©2009 Fairchild Books, A Division of Condé Nast Publications. Types of Search • Natural or Organic Search Paid Listings • Contextual Ads • Paid Inclusion L. Poloian Chapter 7 43 ©2009 Fairchild Books, A Division of Condé Nast Publications. Making Search Work • • • • • • Choose keywords carefully Customize descriptions Empathize with the customer Use a professional search engine optimizer Add links; seek publicity, media coverage Track metrics, keywords used, and customer conversion rates using free services L. Poloian Chapter 7 44 ©2009 Fairchild Books, A Division of Condé Nast Publications. Summary • Construction of an effective retail Web site dependent upon artful design and execution, appropriate technology platforms, marketing communications, and power of search L. Poloian Chapter 7 45 ©2009 Fairchild Books, A Division of Condé Nast Publications.