ECOM101 – E-commerce E-commerce Project
Sample Answer for ECOM101 – E-commerce E-commerce Project Included After Question
ECOM101 – E-commerce E-commerce Project
College of Administrative and Financial Sciences ECOM101 – E-commerce E-commerce Project (Presentation) Second Semester 2022-2023 Total Marks: 10 Mark Submission: Thursday Feb. 9th = 5 Marks In-class Presentation: Week 11 = 5 Marks Requirement: Upon completing your Group Assignment – Parts A and B; in a group, you will be asked to create a powerpoint presentation of your chosen e-commerce business.
Your presentation should cover all the elemnts that were discussed in the assignment as listed below: Presentation must have the following format:
1. First slide: Cover Page
2. Business profile: Name of the business and what is your business, target market, marketplace, products and services provided.
3. Explain the business system design. (Business objectives, system functionality, information provided).
4. Explain the current business e-commerce features.
5. Explain the business e-commerce process.
6. Explain the business software
7. Explain the payment and security of the chosen website
8. What is the marketing and advertising strategy?
9. Competitor SWOT analysis
10. Conclusion
11. References
Guidelines for the Presentation: • • • • • • • • • • •
A Sample Answer For the Assignment: ECOM101 – E-commerce E-commerce Project
Title: ECOM101 – E-commerce E-commerce Project
There must be 10 slides in the presentation. Each group will have 10 minitues to present and 2 minitues for Q&A. All group members should participate in presenting infront of the class. The slides should have a clear background design, readable font size and style with appropriate color. The power-point presentation must answer all the above parts. Make sure to include the cover page in the first slide. Work with the same group members Ensure that you follow the APA style in your references. The minimum number of required references is 5 references using APA style. Up to 20% of the total grade will be deducted for providing a poor structure of presentation. Structure includes these elements presentation style, free of spelling and grammar mistakes and referencing. Your file should be saved as a PowerPoint file and submit it to the Blackboard no later than Feb 9th 2023. Follow this pattern to name the file: Business Name_CRN_ECOM101_ Project_A.docx College of Administrative and Financial Sciences ECOM101 – E-commerce E-commerce Project (Part A) 2nd Semester 2022-2023 Submission: Thursday Jan. 5th = 15 Marks 1. The topic Choose 2. https://www.goldenscent.com/ 3. Requirement: In this project, you are required to evaluate one of the websites below based on what you learn from this course and your perspective. The evaluation will cover the different aspects of ECommerce such as business idea, website design, marketing, security … etc. You will need to analyze the business and provide suggestions to improve the current business situation. Current e-commerce businesses: (choose one) 4. https://alsaifgallery.com/SA_ar/ 5. https://www.xcite.com.sa/ar 6. https://mikyajy.com/ksa_ar/ 7. https://www.extra.com/ar-sa/login 8. https://saudi.mumzworld.com/sa-ar/ 9. https://wadi-store.com/ 10. https://ar-sa.namshi.com/ 11. https://www.faces.com/sa-ar 12. https://www.goldenscent.com/ 13. https://niceonesa.com/ar/ 14. https://www.jarir.com/ 15. https://www.sivvi.com/saudi-en/ 16. https://saudi.ounass.com/ 17. https://www.orangebedbath.com/ 18. https://shop.arabianoud.com/ The following questions require critical thinking to be answered successfully. The answers to these questions will drive the ways of improvement of the current e-commerce business. 1. Know the business 7 marks What is the business? (Your choice) https://www.goldenscent.com/ What is the idea? (The visioning process) • Introduce the e-commerce business you have chosen. o Provide an overview of the business idea The business idea involves selling perfume online. Selling perfume can be lucrative if one has the right business plan, marketing strategies, and vital customer service for building a successful store. When starting a successful perfume business, one should consider several key elements, including product sourcing, marketing, customer service, shipment, and fulfillment. One can build a successful online perfume business by following these considerations and improving business practices. • Product and type of services. o What are the different types of products? Explain There are different types of products that one could sell in an online store: 1. Perfume: A fragrant liquid applied to the skin or clothing to provide a pleasant aroma. Perfume is typically made from essential oils, solvents, and fixatives. 2. Eau de parfum: Eau de parfum is a type of perfume with a higher concentration of essential oils, making it more long-lasting and potent than eau de toilette. 3. Eau de toilette: Eau de toilette is a lighter, more dilute perfume that is typically less expensive than Eau de parfum. 4. Cologne: Cologne is a fragrant liquid similar to eau de toilette but is typically marketed toward men. 5. Solid perfume: Solid perfume is a type of perfume that is formulated as a solid rather than a liquid. It is applied by rubbing the solid onto the skin. 6. Perfume oils: Perfume oils are concentrated fragrances that are usually applied directly to the skin. They are typically more expensive than traditional perfumes because of their higher concentration of essential oils. 7. Fragrance mists: Fragrance mists are lightly scented sprays that can be used to refresh and perfume the skin or clothing. In addition to these perfume products, one could consider selling accessories such as atomizers, decorative bottles, and scented candles. • o What kinds of services does the online store provide? [ customer service, exchange and return, delivery, and payment options] Explain One will need to offer several types of businesses, including customer service, which is done by providing excellent customer service that is essential to the business’s success. Quality customer service includes responding to customer inquiries and complaints. The practice of quality customer service also involves helpful and accurate information about the products. The second service includes an exchange and returns policy where one has developed a clear policy to manage customer expectations and ensure positive shopping experiences. An exchange policy allows customers to return and exchange defective perfumes or those that do not meet their expectations. The third service offers excellent and reliable delivery options that ensure timeliness. Such systems include offering standard shipping, expedited shipping, and international shipping. The fourth service offers a range of payment options to make it easy for customers to purchase perfume from the online store. The range of payment options includes credit and debit cards, Paypal, and Apple Pay. One can ensure that they give the customers a positive business experience by offering these services. Business statement. “Our company is dedicated to providing our customers with the highest quality perfumes at competitive prices. We offer a wide selection of fragrance products, including perfume, Eau de parfum, eau de toilette, cologne, solid perfume, perfume oils, and fragrance mists. Our team is committed to excellent customer service, and we strive to make the online shopping experience as seamless and enjoyable as possible. We offer convenient payment options and reliable delivery, and we stand behind our products with a direct exchange and return policy. We are confident you will find something to suit your style and preferences at our store. Thank you for choosing us as your go-to destination for perfume and fragrance products.” • Business vision. “Our vision is to be the leading online destination for high-quality perfume and fragrance products. We aim to offer an unparalleled selection of products at competitive prices and to provide an exceptional shopping experience for our customers. Through our commitment to excellent customer service, innovative marketing strategies, and continuous improvement, we strive to build long-term relationships with our customers and to become a trusted and reliable source for all their perfume and fragrance needs. We envision a future in which our store is recognized as the go-to source for the industry’s best selection, value, and service.” • Business objective. 1. To increase online sales by 20% in the first year of operation. 2. To increase customer satisfaction ratings by 10% within the first six months of operation. 3. Expand our product line to include at least 10 new fragrance brands within the first year of operation. 4. To establish partnerships with at least three major perfume brands within the first year of operation. 5. To improve our website user experience, resulting in a 15% increase in website traffic within the first six months of operation. 6. To implement an effective social media marketing campaign, resulting in a 10% increase in social media followers within the first six months of operation. 7. Reduce fulfillment and shipping costs by negotiating better rates with carriers within the first six months of operation. 8. To establish a strong reputation for excellent customer service, resulting in a 10% increase in repeat customers within the first year of operation. Where is the money? o What is the company’s business model? The business model of an online perfume store would typically involve sourcing products from suppliers, setting prices, and selling the products online through a company website or other online platforms. The company would then handle fulfillment, shipping, and customer service for the orders placed through its website. The company may choose to sell various brands and types of perfume products or specialize in a particular niche or category of fragrances. It may also offer related products such as perfume accessories or scented candles. The company’s revenue would come from the sale of its products and may also generate income from advertising or partnerships with brands or other companies. Overall, the business model for an online perfume store involves sourcing and selling products online and providing fulfillment, shipping, and customer service to support those sales. o What is the revenue model? Give a general idea of how the business generates revenues The revenue model for an online perfume store would typically involve generating income from the sale of its products. The company would set prices for the products it sells and profit from the difference between the cost and the price at which they are sold. In addition to selling its products, the company may also generate revenue through advertising or partnerships with other brands or companies. For example, it might sell advertising space on its website or social media channels or earn a commission for promoting or selling the products of other companies. Overall, the primary source of revenue for an online perfume store would be the sale of its products, with the potential for additional income through advertising and partnerships. Who and where is the target audience? Explain demographics, lifestyle, consumption patterns, etc. The target audience for an online perfume store could vary depending on the business’s specific products and marketing strategies. Some potential target audiences might include: 1. Men and women of all ages who are interested in purchasing high-quality perfume and fragrance products. 2. Customers are looking for a specific type of fragrance, such as natural or organic perfumes, or those interested in niche fragrance categories, such as artisanal or indie perfumes. 3. Consumers who prefer to shop online and are looking for a convenient and userfriendly shopping experience. 4. Customers who are looking for a wide selection of products at competitive prices. In terms of demographics, the target audience for an online perfume store could include people of all ages, genders, and income levels who are interested in purchasing perfume and fragrance products. The target audience may vary based on the business’s specific products and marketing strategies. In terms of lifestyle and consumption patterns, the target audience for an online perfume store might include people who place a high value on personal grooming and are willing to invest in high-quality perfume products. These customers may be frequent buyers of fragrance products and may be interested in trying new and innovative products. Characterize the marketplace. o Size, growth, demographics, structure, competition o Research the market and give an idea about each point The marketplace for online perfume sales is a large and growing market, with increasing numbers of consumers turning to the internet to purchase fragrances. According to a report from Mordor Intelligence, the global online perfume market is expected to grow at a compound annual growth rate of 7.3% between 2020 and 2025. Demographically, the market for online perfume sales is diverse, with customers of all ages and genders purchasing fragrance products online. The market is also diverse in income levels, with luxury fragrances appealing to higher-income customers and more affordable options for those on a budget. The structure of the online perfume market is highly competitive, with a large number of players vying for market share. These players include brick-and-mortar retailers that have established an online presence and pure-play e-commerce companies that operate exclusively online. Competition in the online perfume market is intense, with companies competing on various factors, including product selection, price, customer service, and website user experience. In order to succeed in this market, companies must offer high-quality products at competitive prices, provide excellent customer service, and differentiate themselves from their competitors in some way. Describe the content of the business website The content of an online perfume store’s website will vary depending on the business’s specific products and marketing strategies. However, some common elements that might be included on the website include: 1. Product pages will feature detailed information about the various perfume products the business offers, including descriptions, pricing, and product images. 2. Shopping cart: The website will typically include a feature that allows customers to select and purchase products online. 3. Customer service information: The website may include a section about customer service, including contact information, return and exchange policies, and FAQs. 4. Company information: The website may include a section about the company, including its history, mission, values, and any relevant certifications or awards. 5. Blog: Some online perfume stores may include a blog section on their website featuring articles about fragrances, perfume trends, and other relevant topics. 6. Social media links: The website may include links to the company’s social media channels, allowing customers to follow and engage with the company on platforms like Facebook, Instagram, and Twitter. Overall, the content of an online perfume store’s website should be designed to give customers the information they need to make informed purchasing decisions and create a positive and user-friendly shopping experience. Conduct a SWOT analysis for the business (Explain each point). At least three points for each. A SWOT analysis is a tool used to assess a business’s strengths, weaknesses, opportunities, and threats. Here is a sample SWOT analysis for an online perfume store: Strengths: • Wide selection of high-quality fragrance products • Competitive Pricing • Strong online presence and e-commerce platform • Excellent customer service • Strong partnerships with significant perfume brands Weaknesses: • Limited brick-and-mortar presence • Dependence on the internet and e-commerce infrastructure • Limited control over fulfillment and shipping processes • Limited ability to provide in-person customer service Opportunities: • The growing market for online perfume sales • Opportunity to expand product line and partnerships with brands • Opportunity to differentiate the business through marketing and branding efforts • Opportunity to expand into international markets Threats: • Intense competition from other online and brick-and-mortar retailers • Changes in consumer preferences and trends • The threat of online security breaches and data privacy issues • Potential for natural disasters or other disruptions to fulfillment and shipping processes By identifying and analyzing these strengths, weaknesses, opportunities, and threats, an online perfume store can develop strategies to capitalize on its strengths, address its weaknesses, seize opportunities, and mitigate threats to the business. Develop an e-commerce presence map. o (For example: website, email … etc.) o What activities does the company use these platforms for? (E.g., marketing, customer service, news…etc.) An e-commerce presence map is a diagram that outlines the various online platforms and activities used by a company to engage with customers and sell its products. Here is a sample e-commerce presence map for an online perfume store: 1. The company’s website is the primary platform for selling products online. It may also include information about the company and its products, customer service information, and a blog or other content. 2. Email marketing: The company may use email marketing to send newsletters, promotional offers, and other communications to its customers. 3. Social media: The company may use social media platforms such as Facebook, Instagram, and Twitter to engage with customers, share news and updates, and promote its products. 4. Customer service: The company may use its website, email, and social media channels to provide customer service, including responding to inquiries and complaints and handling returns and exchanges. 5. Advertising: The company may use various online platforms, including its website, social media, and email, to advertise its products and reach potential customers. Overall, the e-commerce presence map for an online perfume store would include a range of online platforms and activities used to engage with customers, sell products, and provide excellent customer service. Here is the map: Email marketing website social media Advertising Customer service 2. Explain the design of the system 4 marks Explain in detail the design of the system (business objectives, system functionality, information provided) Business Objective To increase online sales by 20% in the first year of operation. System Functionality • • Enhance website design and user experience to improve conversion rates Expand the product line to include new and Information provided Provide detailed product information, including descriptions, pricing, and highquality images • To increase customer satisfaction ratings by 10% within the first six months of operation. • • Expand our product line to include at least 10 new fragrance brands within the first year of operation. • • To establish partnerships with at least three major perfume brands within the first year of operation. • • To improve our website user experience, resulting • innovative fragrance products Offer multiple payment options and secure checkout process Provide excellent customer service, including prompt responses to inquiries and complaints Offer a transparent and fair exchange and return policy • Ensure timely and accurate fulfillment and shipping of orders Negotiate partnerships and distribution agreements with new brands Update website and marketing materials to showcase the new products • Provide detailed product information and images for the new products Negotiate mutually beneficial terms for partnerships and distribution agreements Promote the partnership and the new products on the website and through marketing channels • Provide detailed product information and images for the new products Update website design and navigation to • Provide detailed product information, including descriptions, pricing, and high-quality images in a 15% increase in website traffic within the first six months of operation. • To implement an effective social media marketing campaign, resulting in a 10% increase in social media followers within the first six months of operation. • Reduce fulfillment and shipping costs by negotiating better rates with carriers within the first six months of operation. • • • • To establish a strong reputation for excellent customer service, resulting in a • make it more user-friendly and visually appealing Implement search and filtering functions to help customers find products more easily Create and share engaging and relevant content on social media platforms Monitor and respond to customer comments and inquiries on social media • Utilize paid advertising and targeting to reach new customers Research current fulfillment and shipping rates and negotiate better rates with carriers Explore options for bundling or consolidating orders to reduce shipping costs Implement a system for tracking and analyzing fulfillment and shipping costs to identify areas for improvement • Communicate any changes or updates to customers through website updates or email marketing Implement a customer feedback system to gather and act • Regularly communicate with customers through email marketing and social media to build relationships and foster loyalty. 10% increase in repeat customers within the first year of operation. • • on customer feedback Respond promptly to customer inquiries and complaints Offer a transparent and fair exchange and return policy • What can be improved or added to the system design? There are several ways that the system design for an online perfume store could be improved or enhanced: 1. Personalization: Implementing personalization features, such as recommending products based on previous purchases or browsing history, could help improve the customer experience and drive sales. 2. Mobile optimization: Ensuring the website is optimized for mobile devices could improve the user experience for customers accessing the site from their phones or tablets. 3. Integration with social media: Integrating the website with social media platforms, such as Facebook and Instagram, could allow customers to easily share products and engage with the brand on social media. 4. Improved search and filtering functions: Adding advanced search and filtering options could help customers find the products they are looking for more easily. 5. Improved product images: High-quality product images are essential to the online shopping experience. Adding additional product images, or implementing features such as 360-degree product views, could improve the customer experience. 6. Customer reviews: Allowing customers to leave reviews and ratings of products could help other customers make informed purchasing decisions and improve the overall user experience. 7. Enhanced customer service: Implementing additional customer service features, such as live chat or a virtual assistant, could improve the customer experience and increase satisfaction. Overall, there are many ways that the system design for an online perfume store could be improved or enhanced to provide a better shopping experience for customers 3. Explain the current business e-commerce features 2 mark ➢ What are the current website features? 1. Product pages will feature detailed information about the various perfume products the business offers, including descriptions, pricing, and product images. 2. Shopping cart: The website will typically include a feature that allows customers to select and purchase products online. 3. Customer service information: The website may include a section about customer service, including contact information, return and exchange policies, and FAQs. 4. Company information: The website may include a section about the company, including its history, mission, values, and any relevant certifications or awards. 5. Blog: Some online perfume stores may include a blog section on their website featuring articles about fragrances, perfume trends, and other relevant topics. 6. Social media links: The website may include links to the company’s social media channels, allowing customers to follow and engage with the company on platforms like Facebook, Instagram, and Twitter. What types of these features can be annoying to customers? Provide pictures. The current website does not have annoying features. However, the following features can be annoying to customers: 1. Pop-up ads or notifications can be disruptive and interfere with the user’s browsing experience. 2. Autoplaying videos or music can be annoying, especially if the volume is turned up or if the customer is in a public setting where audio may not be appropriate. 3. Slow loading times: Websites that take a long time can be frustrating for customers, especially if they are in a hurry. 4. Difficult navigation: Websites with confusing or cluttered navigation can be frustrating for customers, as it can be challenging to find the information or products they are looking for. 5. Lack of mobile optimization: Websites not optimized for mobile devices can be challenging and may not display correctly on smaller screens. 6. Lack of privacy or security: Customers may be wary of websites that do not have secure payment systems or that do not protect their personal and financial information. • What can you do to improve the current features on the website? 1. Optimize website loading times: Slow loading times can frustrate customers and lead to higher bounce rates. The website can be optimized by minimizing the use of large images, minimizing the use of unnecessary code, and using a fast and reliable hosting service. 2. Improve website navigation: A well-designed website should be easy for customers to navigate. The website can be restructured to have a clear hierarchy and logical organization of content, and a search function can be added to help customers find products more efficiently. 3. Make the website mobile-friendly: More and more customers are accessing websites from their mobile devices, so the website needs to be optimized for mobile. Making websites mobile-friendly can be achieved by using a responsive design that adjusts to fit different screen sizes and ensuring that all features and functions work correctly on mobile devices. 4. Enhance the website’s design: A visually appealing website can improve the overall user experience. The website can be updated with a modern, visually appealing layout and color scheme, and high-quality images can be used to showcase products. 5. Add customer service features: Customers appreciate websites that provide excellent customer service. The website can be updated with features such as a live chat function, a virtual assistant, or a customer feedback system. 6. Improve website security: Customers are more likely to trust and purchase from secure websites that protect their personal and financial information. The website can be updated with secure payment systems and other measures to protect customer data. 4. Explain the business e-commerce process 2 marks Explain in detail all the steps from the time user enters the website until the final user buys a product. Here are the steps that typically occur when a user buys a product from an online perfume store: 1. The user visits the website: The user enters the website by typing the URL into their web browser or clicking on a link. 2. The user browses products: The user browses the website and looks at the different perfume products available for sale. They may use search or filtering functions to help them find specific products. 3. The user adds a product to their cart: If they decide to purchase a product, they will typically add it to their online shopping cart by clicking the “Add to Cart” button. 4. The user begins the checkout process: When they are ready to complete their purchase, they will typically click on a “Checkout” button to begin the process. 5. The user enters their billing and shipping information: The user will be prompted to enter their billing and shipping information, including their name, address, and payment details. 6. The user reviews and confirms their order: The user will be shown a summary of their order, including the items they purchased, the total cost, and the shipping and billing information. They will have the opportunity to review and confirm their order before it is processed. 7. The user completes the payment process: The user will complete the payment process by entering their payment information and submitting their order. 8. The order is processed: Once the payment has been received, the order will be processed, and the product will be shipped to the user’s specified address. 9. The user receives the product: The user will receive it at their specified address, typically within a few days or weeks, depending on the chosen shipping method. These are the general steps when a user buys a product from an online perfume store. The details and steps may vary depending on the website and business. • What can be improved in the process? Here are a few suggestions for improving the process of buying a product from an online perfume store: 1. Simplify the checkout process: A lengthy or complicated checkout process can be frustrating for customers and may lead to abandoned carts. The website can be updated to minimize the number of steps required to complete an order and to make it easy for customers to enter their billing and shipping information. 2. Offer multiple payment options: Customers appreciate having multiple payment options, such as credit card, debit card, or PayPal. Offering a wide range of payment options can make it easier for customers to complete their purchases. 3. Provide detailed product information: Customers appreciate having access to detailed product information, including descriptions, ingredients, and usage instructions. Providing this information can help customers make informed purchasing decisions and reduce the likelihood of returns or exchanges. 4. Improve website speed and performance: A slow or unresponsive website can be frustrating for customers and may lead to abandoned carts. The website can be optimized to load quickly, and any website speed or functionality issues can be addressed promptly. 5. Enhance customer service: Customers appreciate having access to excellent customer service, whether it is through live chat, email, or phone. Providing prompt and helpful customer service can help improve the overall shopping experience and build customer loyalty. Overall, there are many ways that the process of buying a product from an online perfume store can be improved to provide a better shopping experience for customers. Guidelines for the assignment: The answer sheet must include the following: • Cover page • Questions • Answers Make sure to include the cover page with all information required. TWO mark will be deducted if there is no cover page This is a group project (4-5 students), which is part of your course score. It requires effort, research, and critical thinking. You are required to choose one current business from the list. Each website can be chosen by one group only. Use font Times New Roman, 12 font size Use 1.5 line spacing with adjust to all paragraphs (alignment). Use the footer function to insert page number. Ensure that you follow the APA style in your project and references. The minimum number of required references is 5 references using APA style. Your whole project report length should be between 1250 to 1600 words. You must check the spelling and grammar mistakes before submitting the assignment. Up to 20% of the total grade will be deducted for providing a poor structure of assignment. Structure includes these elements paper style, free of spelling and grammar mistakes, referencing and word count. Your file should be saved as Word Doc. Follow this pattern to name the file: Your name_CRN_ECOM101_ Project_A.docx E-commerce Project (Part B) Name Institution Course Professor Date Second Semester 2022-2023 Submission: Thursday Feb. 9th = 15 Marks Golden Scent Site Design • Evaluate the website design focusing on the eight most important factors in successful ecommerce site design (ease of use, ease of purchase, simple graphics … etc.). You are required to evaluate each factor. (Refer to Chapter 3 – Page 212 in the book and/or Slide 43). o Discuss possible suggestions to improve the site design. Evaluating website • Functionality: The website loads fast when one types goldenscent.com. • Informational: The website is informational, as evidenced by relevant information on product prices, payment methods, privacy policy, and order status. • Ease of use: Navigation across the Goldenscent.com website is easy and enjoyable. • Redundant navigation: A user, visiting the website, can utilize multiple ways to get to various products that he or she is interested in purchasing. • Ease of purchase: A customer only needs one or two clicks to purchase a perfume of his choice from the goldenscent.com website. • Multi-browser functionality: The website works effectively with all the popular websites. • Simple graphics: The graphics on the website are simple, and the products are visible. This makes the site more attractive. • Legible text: the text used on the website is legible, making it easy for the users to comprehend what is being sold. Improving Site Design • Ensure that the check-out option has high accuracy rates: Consumers will always prefer using websites that give them the best user experiences. To achieve this, the website has to be designed in such a way that it will have a one-page checkout option for the customers. • Regularly update the product review sections: Customers visiting the website are always interested in product reviews. A regular update on the reviews will not only attract but retain customers. • Enhanced website security and privacy: Currently, most e-commerce users are conscious of their security, when navigating across the website (Collatree, 2021). Having an SSL certificate installed will help in the promotion of data security. • The calls-to-actions used have to be strong and visible: These can be in the form of statements, including, “watch this video of our product” “see pricing” and “for more information, click here.” • Improve the speed of the pages: An increased website page speed will always translate to ease of use and purchase. Therefore, this results in enhanced traffic to the website. • Responsive design: The website needs to be designed in such a way that consumers will be able to access it on any device or platform at their disposal (Collatree, 2021). The use of simple graphics will further make it user-friendly. • Ensure that customers experience user-friendly navigation when using the website: This can be attained through the addition of links and menus to each product category. • Increase the visibility of the contact information: A highly visible contact information will be critical in promoting customer retention. Business Software The development of an e-commerce website requires more interactive functionalities, such as the ability to respond to user input (name and address forms), capturing customer orders for goods and services, clearing credit card transactions on the fly, consolidating price and product databases, and even adjusting advertising on the screen based on user characteristics. • Explain the different types of software used on the website to perform the current functionalities. • What can be done to improve the software? Software used SaaS and PaaS are the common software used on the website. The Software-as-aservice is the key piece of the Golden Scent website infrastructure and it is pivotal in ensuring that customers can access services remotely (it is cloud hosted). The platformas-a-service is essential for the management and running of applications. By combining the software, consumers benefit from the ease of navigation across the website, timely feedback, and superb customer service. To improve the software, Golden Scent may partner with a tech company such as Oracle that will help in the optimization of its speed. This will not only improve website navigation but also enforce a quick load time. Payment and Security • What are the methods of payment available in the online store? (See the book: page 295-296) o What other methods can be added? Explain why? • What are the technologies used on the website to secure the online transactions? • o What other technologies can be added? Explain why? • What is the current privacy policy of the online store? Outline how the information is collected and used? o What can be added to the privacy policy? Explain why? Payment Methods • Secure credit card transactions • Cash on delivery: This is mostly used for customers with no credit cards. • Apple pay: This is a payment method that has been introduced recently by the business. • Tabby: Mostly used by customers who prefer paying in monthly installments. • Tamara: This payment method enables customers to split the amount they are paying into 3 payments (Golden Scent, 2023). • STC pay: Customers use digital wallets to pay for what they purchase. • Other methods that can be added to the website include electronic bank transfers, direct deposits, mobile payments, and e-commerce payment gateways. Security Technologies used by the company to secure online transactions The company uses Secure Socket Layer (SSL) coding for encryption. This is instrumental in that it secures online transactions. For online credit and debit cards, 3DSecure technology is used, whose purpose is to serve as an additional layer of security for online card transactions. Transport Layer Security (TLS) is an additional technology that can be added to the website to secure online payments (Semerádová, 2022). Like the SSL, the TSL will help with the encryption of data, which prevents any cases of data breaches. Privacy Policy The online store gives privacy and confidentiality the seriousness that it deserves. Customers can use the website without having to provide their personal information. Any personal data provided is not shared with third parties, without the customer’s consent. Information is collected from the customers who shop on the website. This information is used for service provision, particularly the processing of orders. The phone number provided by the customers may be used for notifications, on the latest arrivals or the order status (Golden Scent, 2023). The online store uses augmented reality for capturing face images and face data. This information is used by the store for providing customers with suitable recommendations on the ideal products to purchase based on rigorous skin analysis. Golden Scent also uses cookies and action tags for collecting non-personally identified information. This information is used by the store to monitor how customers are using the website to determine the popularity of specific products and improve its offering. Social media platforms such as Facebook also provide the online store with information about its customers (Golden Scent, 2023). The online store can add all the specific tracking tools that it uses to collect and monitor customer data on the privacy policy. This will further strengthen customer trust in the business. Additionally, the online store may include an opt-out clause on its website. This will give users the option to withdraw their data from the business’ data collection process when they feel that it is insecure. Categorize marketing and advertising strategy and method • Explain the current online, offline, and social media marketing strategies of the ecommerce business? Provide photos or screenshots of your business marketing activities. • What can be done to improve the marketing aspects of the business? Marketing Strategies The marketing strategies used by an organization are pivotal for not only attracting customers but also improving product sales. One of the factors that have contributed to the rise in the popularity of e-commerce businesses has been their investment in online and offline marketing strategies (Kingsnorth, 2022). Golden Scent is majorly dependent on website and social media marketing. The use of these strategies provides it with a platform for capturing the attention of a large targeted audience around the world. Currently, the online store boasts 1 million followers on Instagram and 123.45 thousand followers on Twitter. It also utilizes its Facebook page for marketing and advertising its products. Other than social media marketing, the business also depends on its website for marketing a range of its products to a large customer base that visits it. To improve the marketing aspect of the business, Golden Scent can also partner with social media influencers and celebrities. These individuals will be tasked with the role of advertising the brand vigorously across the globe. Combined with website and social media marketing, influencer marketing, and celebrity endorsements will positively impact the business’s product sales. Fig 1: Golden Scent Facebook page Fig 2: Golden Scent Instagram page Fig 3: Golden Scent Twitter page Fig 4: Golden Scent business activities Know your competitors • Choose a website of one competitor in the same industry (locally or globally) and compare it with your chosen company’s site. Indicate why the competitor’s website is better or worse than the chosen company’s website. Provide one competitor SWOT analysis with screenshots of their website activities. o What can be done by learning from your competitor’s experience? Comparison of Websites The selected competitor is Nice One (NiceOne, 2023). The competitor’s website is worse than Golden Scent’s because it is less detailed and not visually attractive, in terms of coloring. Most e-commerce customers will always return to websites that are visually attractive and user-friendly. Navigating the Niceone.com website is also not as friendly as the Goldenscent.com website. SWOT Analysis Strengths • The website has competitive Weaknesses • product pricing • A wide range of beauty products, process. • other than perfumes Opportunities • Artificial Intelligence and • There is limited physical customer care services. Threats • blockchain technology offer the business an opportunity for growth. Limited control over the shipping Cyber security is a major threat to the online business. • Aggressive competition in the There is immense growth on the industry is another major threat that online beauty product market. the business face. Fig 5: Nice One business activities One of the lessons that Golden Scent can learn from Nice One is the advantage that comes with product diversification. Successful implementation of this strategy can further bolster the store’s product sales. Conclude your report Summarize the above points and include your recommendation to improve the ecommerce business. The e-commerce sector has experienced significant growth in the past decade. This is majorly attributed to advancements in technology. Golden Scent’s website offers customers a range of perfumes that they can purchase, at competitive prices. Some of the payment methods available on the platform include credit card, Apple Pay, Tamara, Tabby and STC pay. To improve the site design, it is important to regularly update the product review section, focus on responsive designs and promote user navigation on the website. The recommendation to improve the e-commerce business include optimization of the website’s speed, strengthening privacy and security and implementing product diversification. References Collatree. (2021, May 8). Top 8 essential elements of a successful eCommerce website. Collatree. Retrieved February 2, 2023, from https://www.collatree.com/top-8essential-elements-of-a-successful-ecommerce-website/ Golden Scent. (2023). Ae.goldenscent.com. Retrieved February 2, 2023, from https://ae.goldenscent.com/en/c/fragrances.html?action=cat Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. NiceOne. (2023). Shop for perfumes online: Nice one KSA. نايس ون. Retrieved February 2, 2023, from https://niceonesa.com/en/perfume/?page=1 Semerádová, T. (Ed.). (2022). Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing. Springer Nature. Link: https://www.goldenscent.com/ HYPERLINK “https://www.goldenscent.com/”