Where are some of the places you shop to get accessories such as handbags, luggage, backpacks, and laptop cases? 1

Group 8: Joseph Whittle Stella (Xing) Ling Sasha Papov Sabrina Ahmed Deepika Pathak eBags Focuses on the Customer PG 197 2

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Company Profile The world's largest online retailer of bags and accessories for all lifestyles. Ranked amongst the highest rated e-commerce sites: Gold Merchant status “At eBags, we're committed to providing each customer with superior service. From personal assistance to convenient, and real-time order tracking, eBags in-house customer service representatives are focused on customer satisfaction.” 4

Case Overview “Key to maximizing profitability is understanding customer and designing advertising campaigns and websites based on their needs” Loyalty program put in place to retain existing customers. Chose KANA e-Marketing techonology. 5

CRM eBags integrated its front-end website, and back-end applications with KANA CRM applications. ( , chat interactions and telephone conversations are also captured) What are some key benefits of a CRM? eBags is able to collect information 5 times faster than using previous analytical information. BI technologies – Data warehousing, data mining 6

The future… eBags wanted to link its databases and share information extensively with suppliers and partners. eBags partners with highly popular services and companies. (Amazon.com, AAA) 7

What possible advantages could eBags see in sharing its data with suppliers and partners? Seamless flows of data visibility into the customers and sales data. Will help the suppliers and partners to better sales forecast. Enhanced procurement process Procurement process will be faster Greater efficiency in the supply chain Question 1 8

Additional Advantages Better understandings of aggregate supply and demand Less focus on meeting demand and more focus on product selection Reduced inventory cost. Customer analysis Identification of new target markets and segments Understanding consumer behaviour allows effective promotions 9

CRM Data Flow 10

Question 2 Do partnerships such as the AAA one complicate the CRM Process? Advantages Establish new relationships Up-selling 11

Do partnerships such as the AAA one complicate the Data Capture? Complications Online sources Back-office data integration Data from each touch points will need to be stored in a data warehouse and will need to be formatted and modified to suit the particular requirements of the customers AAA customers will need to be stored in a data mart prior to being transferred into eBags data warehouse. 12

Question 3 From a CRM perspective, which information do you think eBags would value the most? Key Objectives listed by management: Understand the customer Design advertising campaigns and websites based on customer needs 13

Key Information and use Customer behavior(qualitative): , chat, and telephone conversations Analyze customers in their buying environment Improve the experience Customer behavior (quantitative): Conversion rates, click-throughs Adjust website, offerings and ads to suit the customer 14

Recommendations 15 Diversify marketing campaigns Continue to Share information with their suppliers and partners Customization Third party advertisements

References Chart (Traffic by country): Reference: Strauss, Judy & Frost, Raymond (2009). E- Marketing (5th ed.). New Jersey: Prentice Hall. Trites, G., & Boritz, J. E. (2009). eBusiness: A Canadian Perspective for a Networked World(3rd ed.). Toronto, ON: Pearson Education Canada.

Thank you for your participation QUESTIONS / CONCERNS ? 17