Web Application Development E-Commerce strategy and implementation Lecturer: Farkhod Alisherov

Marketing vs. Selling Marketing and added value information. The catalogue. Order processing. The objective of the site is to supplement traditional marketing activities, perhaps give additional information, and generally promote the company. The objective is to close the sale electronically with payment (and sometimes delivery) made over the Internet.

Shopping Malls A standard environment for setting up the catalogue and arranging payment. Someone else is arranging for promotion of the mall as a whole. Trouble-free credit card collection mechanism.

Building the business Negotiating links with other Web sites Traditional marketing and PR Advertising on search engines and other high traffic sites Associate programs by which sites that refer visitors get a commission on sales

Direct marketing? Direct marketers are often loath to lose the degree of control implied in traditional methods

The On-line Catalogue Navigation The Shopping Cart Check-out Payment and Order Processing Authorisation Capture Chargeback

E-Commerce practices evaluate and maintain customer lifetime value maximize loyalty and trust focus on improving the customer experience get personal balance online and human interaction communicate effectively maintain your website keep up with pricing, payment trends, and ROI invest in customer service use CRM tools to bring it all together

Evaluate and maintain customer lifetime value The cost of gaining a new customer is five to eighttimes greater than retaining an existing customer. Satisfied customers are six times more likely to repurchase

Maximize loyalty and trust Paying attention to the customer and co-innovation can be the best route for increasing margins. Existing customers are less sensitive to price

Focus on improving the customer experience what do we know about the customer's buying patterns, needs, motivations, and habits? Creating a good shopping and buying experience is not just a function of price

Get personal know who your customers are and use information you gather about them intelligently personalization

Balance online and human interaction Reaching customers beyond your local market is easier now than ever PrintingForLess.com To create a more seamless quality between online and offline channels, marketers will need to understand how to create the best shopping experience both in the store and on the Web

Communicate effectively E-commerce is immediate, direct, and one of the most inexpensive ways of talking to people segmentation types it is important to keep customers informed

Maintain your website Frequent updates Attractive homepage Do not overdue it Easy customer contact Provide a good response Anticipate questions Easy order, easy pay Be informative The electronic catalog Follow up

Keep up with pricing, payment trends, and ROI comparing prices on the Internet is relatively easy The latest trends in payment focus on debit and not credit

Invest in customer service customer service technologies includeautomatic call distribution, interactive voice response, computer telephone integration, Internet call management, service cyber-agents, bots, avatars, call center analytics, and performance measurement

Use CRM tools to bring it all together CRM must deliver authentic customer knowledge across multiple organizational functions and at all customer touch points