Transcript Laois Tourism Booking System

E-Commerce Case Studies
Presented by Oliver Dempsey
Case Study Practical Points
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Updating Products
Sourcing product information
Updating products
Special Offers
Delivery Rates & VAT
Payment methods
Delivery Method
Packaging
Order Notification
Customer loyalty
Marketing & Advertising
Using the Website as Catalogue
Educating the Customer
Visitor Tracking
Automating Accounts and Ordering
Websites used in case Studies
• www.Diskovery.ie (Educational Software)
• www.nowafflecomputers.ie (Computers
and Consumer Electronics)
Updating Products
Sourcing product information
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Suppliers websites
Catalogues on CD and Hard copy
CD Cover Sleeves
Publisher copy and copy written by
Diskovery
Updating products
• Products bought in foreign currency
• Prices inputted in foreign currency
• Website converts price to Euros
Special Offers
• Special offers changed on the homepage
• Also sent by newsletter
Delivery Rates
• Courier company charges a fixed rate per
delivery and that is what is passed on to
the customer
VAT
• Schools in Ireland are obliged to pay VAT
so all prices include VAT
Payment methods
• Schools don’t tend to use credit cards so
the product is sent with an invoice
• Home users can make payment by credit
card
Order Notification
• Order notification is by Email
• Email is checked the same way you would
check your post in the morning
• Log into administration area, print out and
process the order
Customer Loyalty
• Customers opting to receive newsletters
• Website has facility to create and send
bulk newsletters to subscribers
• Facility to choose who to send to
• Newsletters are designed to sell products
Marketing & Advertising
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Traditional advertising expensive
Hard to track where customers come from
With email you can measure the response
Advertising on search engines, cost
effective
Marketing & Advertising
• Didn’t find banner advertising to be
successful
• Told by an advertising agency that TV or
banner advertising is for branding but that
wasn’t for us
Using the Website as Catalogue
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Use the website to look up the products
Saves time
Use to describe the product
Can recommend related products
Educating the Customer
• Show how to find products
• Show how to download trial software
• Almost like knocking on their door and
giving them a trial piece of software to try
out for 15 days
Visitor Tracking
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Changing products on offer
Changing special offers
Newsletters
Tracking results is essential
Automating Accounts and Ordering
“That would get me closer to my dream,
sitting on a warm sunny beach somewhere
with a Pina Colada in my hand and all I
would need to do…”
End of Diskovery Case Study
No Waffle Computers.ie
Updating Products
Sourcing product information
• Products are updated automatically each
night
Updating products
• Products are purchased in foreign
currency
• Website works out the markup on different
categories of products and converts price
to Euros
Special Offers
• Special offers changed on the homepage
• Deal of the week
• Price shocks etc.
Product Availability
• Source from an alternative supplier
• Put on back order
Delivery Rates
• Delivery is based on weight
• Limits up to 30 kg and 50 kgs and a pallet
price
VAT
Price is displayed inclusive and exclusive of
VAT
Payment methods
• All payment methods are accepted
• Preferred method is purchase order from
an account customer and
• Laser from a non-account customer
Delivery Method
• Courier
• Or collection
• During the checkout process asked for collection only or
delivery
• Emailed when ready for collection
• By shipping method, tracking number, courier’s website
address
Packaging
• A lot of packing filling comes from
Faulkner
• A lot of packaging can be recycled
WEEE Directive
• Return products on a one for one basis
• During the order process you indicate if
you are returning goods under WEEE
• A Return label is sent with the courier
Order Notification
Customer Loyalty
• Email trade price list
• Special offers
Marketing & Advertising
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Newspapers, magazines, search engines
Traditional advertising expensive
Hard to track where customers come from
With email you can measure the response
Advertising on search engines, cost effective
Using the Website as Catalogue
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Use the website to look up the products
Saves time
Use to describe the product
Can recommend related products
Click comparison button
Educating the Customer
• Categories have made it easier for the
23,000 + products to be searched
Visitor Tracking
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Changing products on offer
Changing special offers
Newsletters
Tracking results is essential
Automating Accounts and Ordering
Automated Order to Accounts
Automated Order to supplier
End of Case Study 2
Case Study Summary Points
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Updating Products
Sourcing product information
Updating products
Special Offers
Delivery Rates & VAT
Payment methods
Delivery Method (cartoon)
Case Study Summary Points
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Packaging
Order Notification
Customer loyalty
Marketing & Advertising
Using the Website as Catalogue
Educating the Customer
Visitor Tracking
Automating Accounts and Ordering
Getting in to the top 20%
• Doing things a little bit better than your
competition every single day
• The 80:20 rule
Top 20% of top 20% = Top 4%
• That’s where we want to be
• To be among the most successful in our
Industry
• Following slide shows man in the top 4%
You only have to be better by a
nose
• A study of two horses in the states
• Next slide shows the winning horse
It is worth persevering!
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Some may have tried the Internet in the past
Some might be about to try it
It is worth perservering
Story
Following slide shows man who didn’t
perservere! (invented drinks that didn’t take on)
E-Commerce Case Studies
Presented by Oliver Dempsey