Recently I have begun the acquisition of putting my New Jersey Shore Boardwalk clothing store on line to engage in e-commerce. My clothing store has become a main staple on the boardwalk with countless locals and tourists populating the store every day. The choice of taking the business online was a way to expand the market and allow for sales growth. The online business has been such a success that I was offered $1000 for the ownership of the clothing store domain name. However, I am having a dilemma on whether I should sell the domain or keep it for my business.
When building a website, the first step, is choosing the right domain name for the company. The domain chosen for the company was synonymous with the Jersey Shore Boardwalk theme. It is easy, brandable, and catchy to remember which makes for quick and easy access for customers. The domain name has proven to an effective tool among capturing and retaining customers. Not only is the domain name memorable but the domain name is the clothing store name, so customers loyalty remains intact.
One of the good tips on having a good domain name is to have it the same as the company’s; it secures branding, and consumer brand recognition. (Heng, n.d) Selling the company’s domain name for $1000 will not make up the difference if I decided to keep the domain name. If I chose to sell the domain name I would be putting in jeopardy the success of my business, and the jobs of employees that I have hired to maintain control over the website. I have put a great deal of effort to build the company into what it is, and to maintain that success by adding customers to my business. Ethically it would not make sense for someone else to profit off of my company’s name, so the decision would be easy that I would not sell.
Making the website readily accessible to customers is a top priority to ensuring customer satisfaction. The e-commerce software that I choose has to be able to successfully allow for customers to shop, browse, and complete transactions smoothly so that customers will continue to come back and shop. One of the top e-commerce software is useful and necessary to fulfill all the e-commerce capabilities. The software will provide shopping services such as, shopping catalog display, shopping cart features, and completing transaction processes.
Shopping catalogs offer customers a wide range display of products of either generalized or specialized nature. It must be able to store product information in the computer database. The software will provide customers with the ability to search for products easily with a search engine tools for quick find. The shopping cart is essential in e-commerce; a quality shopping cart offers rich functional features to the business such as a concise catalog management and a simplified business management. It should produce a wide array of reports to manage the finances better, monitor sales, and provide quality customer service. The shopping cart helps the business grow with marketing tools, improves the site usability with inventory tracking, and makes online shopping easier for customers with the help of creating wish lists.
Every business that conducts e-commerce deals with forms of transactions. The way the company configures the method of the transaction is pivotal to customer satisfaction and customer growth. The software I choose will have an easy transaction processing; the software will be able to accommodate the increase in customer traffic and the ease of completing them. The software will include security barriers, secure servers, one click shopping feature, package tracking, and help features that are easily transferable in any language. The company will use software that will successfully calculate and tabulate taxes, costs, fees, and discounts of any volume of sales that are made simultaneously. E-commerce software needs to be able to support the routine day to day activities that occur on the site, able to produce transactions reports to help with customer customization, analytic tools to help with website efficiency, improve customer service, and maintain customer loyalty.
Creating a Presence
Creating a presence that will effectively build the customer base on the web is extremely essential to any online business. The amount in revenue the owner gains are dependent on establishing a brand image, customer loyalty, and customer retention. The objectives of every business are to attract visitors to the web site, make the site appealing for visitors to explore, and help build a trusting relationship that will spread to word of mouth and potential sales. Businesses are able to accomplish these goals by building a website with the customer in mind. The company will need to have the website accessible for people to use and read. In order to ensure that the website will encourage visitors to trust and build loyalty is to hire a professional that will work alongside the web development and design process. The website will create a clean smooth interface that will engage the visitors with images and graphics that will not distract from the main focus of the clothing store. The website will display the organization’s history, the mission statement, product information, financial information, and clear communication method for customers. These clear calls to actions will create a trusting atmosphere of organization and usability.
Website usability helps create a web presence as the website is the invitation from the company to the customers. The way the website flows can have a positive or negative impact on the World Wide Web. Unfavorable reviews of websites can spread like wildfire, and potential visitors will be deterred from visiting the website no matter how nice the merchandise is. Thus, companies have to rely on their web presence in order to achieve their online goals. In developing the website to be more user friendly, establishing a web presence, the first impression of the website is a lasting impression to the visitor.
In developing the web marketing strategy for the business one must first come up with a plan that will consider the types of customers the company wants to attract including demographic, behavioral, geographic, and psychographic segments. Identifying their needs, what the company has to offer, and how to effectively capture their interest. Market research needs to be done to identify the targeted market segments, identify the competitors, analyze the ways in which they market, and try to find innovative ways to differentiate from the competition. The market segment the business will focus on is broad, with tourists, young and old, with families, that love to wear bright and affordable clothing. To advertise I utilize free advertising by putting my business on all the leading social platforms including Facebook, Pinterest, Instagram to target the younger trendy market, and LinkedIn in order to target the older market that likes quality affordable clothing. These web profiles like the company website will display a creative informative flair that will successfully advertise the company’s products and clearly state the mission statement. All profiles will link back to the newly improved company website that will draw the visitors in creating lasting relationships that will build on branding, customer loyalty, and brand recognition.
Heng, Christopher. Tips on Choosing a Good Domain Name. TheSitewizard.com. (n.d) Retrieved from http://www.thesitewizard.com/archive/domainname.shtml
Keys to Improving your Web Presence (2011) Retrieved from http://www.ocularconcepts.us/blc/blog/keys-to-improving-your-web-presence/
Spenser, Mark. The Importance Of Shopping Cart For An Ecommerce Website. (2010). Retrieved from http://www.plaveb.com/blog/the-importance-of-shopping-cart-for-an-ecommerce-webs
Lars, Perner. Introduction to Marketing. (n.d.) Retrieved from