1. COMP 6125 An Introduction to Electronic Commerce Session 1: Selling On The Web

2. Introduction Not all e-commerce initiatives are goaled towards providing revenue; some aim to reduce costs, improve customer service A web site should reflect the goals and strategies of the company

3. Types of Revenue Models Web catalog Digital content Advertising-supported Advertising-subscription mixed Fee-for-transaction Fee-for-service

4. Strategy Issues Channel conflict and Cannibalization Strategic alliance and Channel distribution management Mobile commerce

5. Channel Conflict and Cannibalization Sales activities on a company’s site interferes with its sales outlets Example: Levi Strauss & Company

6. Strategic Alliance Strategic Alliance: When 2 or more companies join forces to undertake an activity over an extended period of time –Example: Target site housed within the Amazon.com site Channel distribution management: When companies take over responsibility for a particular product line within a retail store –Handleman Company manages inventories of music CDs in physical stores for Wal-Mart, Kmart

7. M-Commerce From 1997, industry experts have been predicting that m-commerce would present important growth opportunities And every year they are wrong!

8. Methodology For An Effective Web Presence Identifying Web Presence goals Making Web Presence consistent with Brand image Achieving Web Presence goals

9. Objectives Of An Effective Site Attract visitors to the site Make the site interesting enough so visitors stay and explore Convince visitors to follow links to get information Create an impression consistent with organization's desired image

10. Objectives…(cont.) Build a trust relationship with visitors Reinforce positive images already established about the company Encourage visitors to return to the site

11. Businesses that are successful on the Web realize that every visitor to their site is a potential customer

12. Customer-Centric Site Design Putting the customer at the center of all site designs Guidelines: –How visitors navigate vs company’s organizational structure –Build the site for the oldest browsers with the lowest bandwidth (possibly multiple versions of site) –Test text visibility on smaller monitors –Conduct usability tests

13. Activity 1.2 Go to Zhivago Marketing Partners – http://www.zhivago.com http://www.zhivago.com Go to Webby Awards – http://www.webbyawards.com http://www.webbyawards.com

14. References Electronic Commerce, Seventh Annual Edition by Gary Schneider