Internet affects almost every aspect of people daily activities, thanks to the Internet, people can virtually shopping thou going out and get their items delivered to the doorstep in a matter of days. Information is now much more accessible over the Internet, people can share their life using blobbing, and not to mention that business world has expanded to a whole new dimension. Company or individual can now target a much more wide consumers around the world. As much as the Internet has changed our personal lives, the business world has revolutionaries almost beyond recognition since the Internet era.Jeremy (201 1) states the rise of Internet and other technologies is the start of Third Industrial Revolution.
Although there is still ongoing debates about this theory, that the Internet has changed the face and pace of our modern business world. Hosted on the server, accessed using the Internet, the website or simply known as the site or web page, is one of the fundamental elements that forms the Internet we use today. It is also the most common way that a company or individual promote and conduct their business.This paper will thoroughly analyses and discuses a chosen website, the purpose is to take an insight to the digital business environment. Terms such as E-commerce, and CRM (Customer Relationship Management) will be mention and discuss. The technical details of how to build and maintain a website will not be discussed in this article.
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Overview The website chosen in this paper is Koki-in, before further analyses the company and the website, it is essential to understand some of the basic about website. Organized by function, a website may fall into one of these catalogue (Yuan, 2005) * A personal website, e. G. blobbing * A commercial website, e.
. Company website, such as Microsoft, Apple * A government website, e. G. NASA website, City Council website * A nonprofit organization website, Greenback, or Reducers website According to this dialogue, Koki-in is a commercial website.
Another terms that need to understand is Electronic commerce, or commonly known as E-commerce. There are many different definition of E-commerce from different perspectives in different discipline. Matt (2005) summarized that E- commerce is the process Of buying and selling or exchanging Of products, services and information via telecommunication and computer networks including Internet.Matt (2005) further generalized that based on the types of parties (business, consumer, etc) involved, E-commerce may be of the following types: * Business-to-Business (BOB) Business-to-Consumer (BBC) * Consumer-to-consumer (ICC) * Consumer-to-Business (CB) * Intricateness Based on that definition, Koki-in is a BBC type of E-commerce, different from other BBC website, the Britain based company focused on high-end menswear. The name originated from a Japanese dialect, means ‘Hello’, Koki-in was created to work with established brands and progressive designers, to offer innovative products to knowledgeable fashion consumers.
In another words, Koki-in sells more than clothing, but a life-style. The company also collaborated with other fashion brands such as Paul Smith, Aids, to reduce unique pieces. This paper will focus itself on evaluating the use and implementation of digital information system on the chosen website, applications on the website will be paid extra attention and thoroughly analyses, such as inventory system, newsletter, multimedia applications. Furthermore, the POOP (Online Value Proposition), Online revenue models and other factors will be critically reviewed.Using researchers extensive knowledge, the concept and application of CRM on the website will be analyses. Lastly, researcher will proposed some recommendations to improve he website followed by the digital business strategy. Analyses of The Website For E-commerce site, the primary purpose is to sell.
However, most online retailers fell to the wrong direction when even building their website. They spent heavily on how to attract more visitors to the site and simply forgot what is the point if the consumer visited the site but not buying anything.There may be many factors that contribute and affecting consumers’ buying behavior, but the inappropriate implementation of information system is more often seen in business operation. Customer cannot locate the item they ant, or found themselves cannot checkout with the system, modern information technology brings a great convenient, however, sometimes it can be chaos without properly used. For an enterprise, it is critically important to aware its organizational goals and objectives as well as the implementation of information system. Emend, 2006) For the company of Cool-in, the website serve the purpose of sales and providing customer service.
Thus, the inventory information and customer information are vital to the company’s lifeline. Furthermore, to provide an enhanced online shopping experience, he supply chain management, online information security, and multimedia interactive applications are equally important. Inventory Management When running an E-commerce, it is very easy to get caught up in other aspects and neglect the importance of inventory management.Retained (2008) emphasis that its crucial to run inventory management effectively for the business to be profitably.
For Koki-in, there are thousands of items and new items in stock everyday, how to manage it efficiently become vital to the company, what’s more, it has two layers of meaning. Firstly, for the staff, effective inventory system should allow them to locate specific item easily, and overview the whole inventory to see which items are running low on stock, and which are the best selling. Secondly, for customer, the inventory system should provide an easy accessible.Koki-in website provide a simply and minimalism searching interface for the customer, customer can search the items they looking for by their preferable method, such as, using keywords, sort it by color, price range, sizing, or different part of garment, or using alphabet-order brand list. On the top page of Koki-in site, customer can easily find new arrivals or discount information.
Customer Information Comparing with tradition in-store shopping, online retailer has the advantage on tracking storing and analyzing customer data.Koki-in gathering customer information by encouraging customer registered with their e-mail address. By using these e-mail addresses with the concerns of customer, Koki-in sends out newsletters to customer. Newsletters are an effective way to build goodwill and keep in touch with potential customer (Janice, 2004). Customer received promotion, new arrivals and other information from the website.
When moms to place order, for security and privacy concern, the company only takes the minimum information that required for delivering, such as address, telephone number.Internet is an ever-changing, competitive-intensive environment, the recently raise of new social network drew a lot attention. As a company aiming itself not only sales, but to promote a lifestyle, Koki-in has extended its content to other different social-network, such as Faceable, Google+, and Twitter, customer can find sales information, new product on these social neuron.
Also, Koki-in can gather customer information on other littoral, it’s a win-win situations.Multimedia Interactive One of the major advantages of E-commerce comparing traditional retailing is convenience; customer can search for product and compare it, finally checkout in a short amount of time by just clicking the mouse, however, E- commerce has deprived its users of the reality (Vincent & Franca, 2004). Material color, texture, tactile impression, those physical details cannot be display or feel by the two-dimensional images and texts on a computer screen. Most people have on-line shopping experiences have those situations hat sometimes the products they received are different from their expectations.In order to provide better shopping experiences, Koki-in provide an enhanced multimedia interface. In every product description page, the website provides high-resolution photos of the products, customer can click zoom-in to see the details of the texture, and a short video to demonstrate the product. For music product, such as CD, preview services are provided. Critical Review In this part, the websites POOP (Online Value Proposition), ARM (Online Revenue Model) and target audience will be critically reviewed.
Online Value Proposition What’s the Online Value Proposition?It is a statement of the benefits of e- commerce services that ideally should not be available in competitor offerings of offline offerings (David, 2006). Michael ; Susan (2012) further states that in an E-commerce context the differential advantage and positioning can be clarified and communicated by developing an online value proposition. Simply speaking POOP is the USPS of the brand or the website, a strong POOP is a crucial way to attract new visitors into the site and decided to stay or leave, the decisions often made in minutes or even in seconds.Developing an POOP, involves: * Developing messages that reinforce core brand proposition and credibility * Communicate what a visitor can get from an online brand that other competitors can not offer or they cannot get offline (Michael ; Susan, 2012) Translate these theories into simply language, a good POOP should answer the questions Why am I here? ‘ ‘Does this site offer me what I need? In the digital business environment, the competition is much fierce and intensive then ever before. How to stand out from the crowd in a matters of seconds when visitor first open the site come vital to success.There a great numbers of online clothing retailer, from high-street brand, such as Tops, SASS, to luxury brand, e.
G. Net-a- porter, Browns. Being good is not enough to win the competition, a good POOP is essential for Koki-in to survive in the competition. More than ten years passed the establishment of Koki-in, the website is still focusing on menswear, more specifically, they aiming to discover and break the most inspiring brands and products available, while hosting them in an rich, inspiring and innovative environment. The home page of Koki-in featuring a simplicity style ailed with inspiration contents.Existing customer can easily find what they want in a few clicks; in the meanwhile the video and music can attract the attention Of new customer. The website keep updating its FEATURES section with vibrant and forward-thinking videos and music.
There is no differentiated of so call ‘high-street’ or ‘luxury’ on Koki;inn’s product, customer can find shorts cost 20 pounds to a coat valued a few hundreds. But there is one thing in common, all product were carefully selected. Featuring more than cloth, customer can also buy books, CDC on the website.In order to keep fresh look, Koki-in redesign the website every six month, from layout to the content. To sum up, Koki-inn’s strong POOP is that they not only sell cloth, but the promote an innovation life-style. Online Revenue Model In the article, Business Models on the Web by professor Michael Rap (2006). He suggests that ‘business models are perhaps the most discussed and least understood aspect of the web. ‘ In this regards, he summarized the business model into the following * Advertising * Informatory * Merchant * Manufacturer -k Affiliate * Community * Subscription * Utility * BrokerageThe revenue model may be different in these business model, some website get paid by doing advertising, some website generated income by subscription.
In the case of Koki-in, the revenue model is easy to identify, the company produce service and sell it to customer. When the reeve sues from sales exceed the operational cost, then the company gets profit. Comparing to store retailer, the website is relatively easier to operate. No rent, less labor cost, means the website can provide a much more competitive price than physical store.However, on the other hand, the maintaining of website post a read challenge to the company. Target Audience The company target a niche market of luxury product segment. Focusing on menswear only, the website sells a wide range of product from selective clothing line from Japan, Italy, to limited edition CDC.
There is no particular age range on the Koki-inn’s customers, the company targeting a small group who required a innovated and forward-thinking life-style, and willing to the pay a premium price for that.Customer Relationship Management The term of CRM (Customer Relationship Management) is now much more frequently seen in the E-commerce article, what’s CRM? The followings are different CRM definitions by scholars CRM involves various different elements, which includes customer- prospecting, relationship with customers; interact between customer and business, understanding customer expectations, empowerment, partnerships, and personalization, and son on. (Fastest ; Romano, 2006).
