Introduction to E-Commerce Tutorials
First Steps With Our Client / Detailed Description of the Client Company
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Subtitles of the Movie (Introduction to E-Commerce / First Steps With Our Client / Detailed Description of the Client Company)
The more you know about your client, the more likely you are to be able to provide what they need in an e-commerce site. A client’s decisions are often based on information you don’t have and can seem perplexing or counter productive. If you fully understand your client and their business though, you will be able to better understand their decisions and help them in the right direction. Hanchy Richards and her husband and son moved to Tusan Arizona in 1978 looking for new opportunities. She and her husband owned a company in Minneapolis Minnesota distributing books to independent bookstores and other small gift and retail shops. As the giant mega bookstores moved into the retail sector, the Richard’s independent bookstores and small shop distribution market dwindled and they were forced to close. Hanchy took a job for a book distributor in Tusan working as the buyer and warehouse manager. She enjoyed this job for almost a decade before deciding that she wanted to move on and try a new direction in her life. She inherited a small amount of money from a relative and with those financial resources available, quit her job to start school. Uncertain about her final direction when she first quit, she only knew that she would either finish up the Anthropology degree she started several years ago or move into the completely different field of graphic design. Since her inheritance was money the household hadn’t expected and wasn’t going to rely on, she decided to use it to fund a business that would be flexible enough to work around her school hours and provide her with the income her family needed. After tossing around a myriad of ideas with her friends and family, Hanchy settled on selling gifts. As an artiste, Hanchy has exquisite taste and often finds herself recommending products like jewelry, books or clothing to friends who are looking for gifts. She loves being around beautiful things and also feels a strong sense of responsibility to carry multi-cultural and multi-ethnic products. Her husband, Rod, is a minister and Hanchy believes the spiritual component of life should be represented in her products as well. Being a smart, experienced business owner, Hanchy started out by gathering a group of friends to act as a focus group. She sent regular e-mail surveys to this group and came up with a mission statement. The purpose of calalilly is to provide a fun, funky and eclectic selection of gift items for baby boomer women. The inventory will include items that are multi-cultural, spiritual, entertaining, interesting and well designed. It will represent a variety of price points and kinds of gifts. The primary sales tools will include but not be limited to catalogues and mailings as well as an online catalogue. Marketing will explicitly rely on personal recommendations from woman to woman. Because Hanchy decided that she would pursue a graphic design degree, she wanted the experience of designing her company’s web site and online catalogue. After reviewing lots of options available for an e-commerce site, Hanchy settled on the shopping cart’s plus service, an application service provider that for $24.95 a month gave her the ability to get the site up and running quickly. Hanchy sorted her products by price, category and by personality. The personality traits assigned to a product allowed visitors to select gifts for friends with particular personalities. For example, a customer purchasing a gift for a contemplative friend could get her a book on meditation, a CD of quiet music or a set of luxurious bath products. Hanchy purchased her product line directly and stored it in her home. For many of the products, a minimum order was required so Hanchy has an extensive inventory still available. When deciding on the name Calalilly, Hanchy searched for an available domain and found calalillycollection.com so that became her site name. Later in this training, we will review the process of choosing a domain name for an e-commerce venture. Recently Hanchy deactivated the calalillycollection.com web site. Sales at the web site did not meet her expectations even after two very clever marketing campaigns. She is selling some of her inventory on Ebay. Since she still owns the domain name though, she would like to re-evaluate her opportunity for an e-commerce sales channel.
Tutorial Information
| Course: | Introduction to E-Commerce |
| Author: | Darcey Spears |
| SKU: | 33628 |
| ISBN: | 1-932808-79-5 |
| Release Date: | 2005-08-25 |
| Duration: | 7.5 hrs / 102 lessons |
| Work Files: |
Yes |
| Captions: | No |
| Compatibility: |
Vista/XP/2000, OS X, Linux QuickTime 7, Flash 8 |
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