The Chocolate ClubWebsite Discussion DocumentPresented by:Andrew Cadman
Business Background•   The business is a leading player in their market and currently has three main brands:      – The Ho...
The Chocolate ClubBACKGROUNDThe business has recently bought the Chocolate Club (December 2000)•   The club has 47,000 mem...
The Chocolate ClubFUTURE DEVELOPMENTS•   The club has recently won several contracts to supply products to:     – British ...
The Chocolate ClubOPPORTUNITIES•   The various licences held do not normally allow discounts to be given on the RRP of    ...
The Chocolate ClubSITE OBJECTIVES•   Raise awareness of the club within national and international on-line market•   Help ...
The Chocolate ClubCONSTRAINTSThe site must:•   Integrate with British Airways, Diners Club and American Express sites•   A...
The Chocolate ClubFUNCTIONALITYThe web site and backend systems will provide the following functionality:•   Database driv...
The Chocolate Club•   Shopping Basket & On-line Credit Authorisation. Link to Worldpay & Natwest    Streamline•   Manageme...
The Chocolate ClubDESIGN VALUES•   Phase 1 of the site is designed to get a professional, informative and e-commerce    en...
The Chocolate ClubTECHNICAL APPROACH•   The site will developed using Microsoft SQL 7 database, PHP and flat HTML.    Admi...
The Chocolate ClubCONTENTThe site will contain the following broad content:•   Introduction & background to the Chocolate ...
Outline Configuration                        13
Outline Configuration•   Chocolate Club Server. Database & web server combined running within ipoints    facilities manage...
Outline Costs - Phase 11. Development of core backend database with the following modules:         £26,950  Product Catalo...
Outline Costs - Phase 13. Hosting. There are two options for hardware:  Option1: Hosted on ipoints clustered server facili...
Outline Costs - Phase 14. Administration. A fee will be charged based on the level of site maintenance undertaken.   We en...
Outline Costs - Phase 15.   British Airways. Bespoke catalogue/web site for Executive Club members. Dependent     on exact...
Future DevelopmentsPHASE 2•   Additional linked website/catalogues:     – Diners Club     – American Express     – Czech  ...
Traffic Driving•   It is vital that the web site is supported by other marketing collateral, both standard and    electron...
Appendix B - Database Schema Shipping Options     Order            Order Line         Skin                     Member     ...
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Chocolate

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Chocolate

  1. 1. The Chocolate ClubWebsite Discussion DocumentPresented by:Andrew Cadman
  2. 2. Business Background• The business is a leading player in their market and currently has three main brands: – The House of Chocolates – The House of Chocolate – The Chocolate Club• The management recognised the importance of the internet and built an initial web presence for The House of Chocolates using a commercial web development system (intershop) A second site was developed for The House of Chocolates brand• The company still recognises the importance of the internet in the company development strategy but the main business continues to be built around bricks and mortar and mail order opportunities• The group is developing rapidly and future developments include: – New shop opening in Czech Republic (The House of Chocolates) – Development of Czech language and Russian language sites to support Czech operation – Islamic web site being developed for – Japanese site being developed for – Chocolate Club web site 2
  3. 3. The Chocolate ClubBACKGROUNDThe business has recently bought the Chocolate Club (December 2000)• The club has 47,000 members and is essentially a mail order operation• Members pay an annual membership fee (depending on level of membership) and are then entitled to to order products from an exclusive range only available from the club• Membership rates are: – Platinum (Life membership) £50 one off fee – Gold £10 per annum – Bronze Free – Honorary Awarded• The club has captured a particular niche market as it has the exclusive UK licences to supply not only exclusive chocolate products but: – Champagne – Comestibles – Truffles• Current members do not get discount and are not communicated with on a regular basis• Market dynamics are unusual in that: – Members purchasing not driven by price and or discounts – Purchases driven by habit/calendar for Christmas, Birthdays, valentines and special events• Membership not currently targeted with any promotional activity 3
  4. 4. The Chocolate ClubFUTURE DEVELOPMENTS• The club has recently won several contracts to supply products to: – British Airways Executive Club – Diners Club – American Express• These contracts are based on on-line ordering rather than mail order• An integral part of the fulfilment for these contacts is to link the customer web sites to a new chocolate club web site• The first of the contracts to be put in place will be British Airways Executive Club with an implementation date of May 2001 although this may be pushed back 4
  5. 5. The Chocolate ClubOPPORTUNITIES• The various licences held do not normally allow discounts to be given on the RRP of products to the general public, however as members pay for club membership discounts can now be given to chocolate club members• In addition, the club is open to overseas members so that product can be supplied to members in other territories without breaking the licence rules. This is especially pertinent to the US market (and Japanese) where the product is more expensive than in the UK• Opportunity exists to really drive business via the new club website in two main areas: – Landgrab - recruitment of new members across a wider market • Different age/spending profile • Promotionally responsive members • Active on-line shoppers – Activation - communication with existing members • Increase number of sales • Increase “basket value” • Drive cross sales to additional product • Develop club loyalty and move members up the loyalty ladder. Retain and increase activity of the most valuable members 5
  6. 6. The Chocolate ClubSITE OBJECTIVES• Raise awareness of the club within national and international on-line market• Help develop club identity and brand. Develop trust, confidence and buy in• Provide an additional opportunity to communicate with existing members and develop market• Provide opportunity for new member acquisition• E-commerce enabled site to drive revenue from UK and international markets 6
  7. 7. The Chocolate ClubCONSTRAINTSThe site must:• Integrate with British Airways, Diners Club and American Express sites• Allow on-line credit card validation and integration with NatWest• Have content and design appropriate for the US market• Be easy to administer and quick to amend in terms of seasonal and country content 7
  8. 8. The Chocolate ClubFUNCTIONALITYThe web site and backend systems will provide the following functionality:• Database driven web site. The majority of the web site, specifically the product catalogue will be dynamically generated from the database. This will allow seasonal changes to be made quickly and multiple catalogues/web sites (BA, Diners, Country versions) to be run from the same base database of products• Membership Module. The web site will have a member join facility and account enquiry facility linked to a backend membership system. The membership system will track member address, contact, type and renewal details etc.• Purchase History Module. Tracks purchases, manages members discounts, tracks loyalty points/discounts earned etc. Built to integrate with ipoints/own loyalty system• Customer Relationship Module. Email system to allow members to be selected, emailed, responses tracked and promotionally rewarded 8
  9. 9. The Chocolate Club• Shopping Basket & On-line Credit Authorisation. Link to Worldpay & Natwest Streamline• Management Information Module. System accessible under password control to provide statistics on members, purchases etc.• Administration Module. Bespoke system to allow the database and web site to be remotely administered 9
  10. 10. The Chocolate ClubDESIGN VALUES• Phase 1 of the site is designed to get a professional, informative and e-commerce enabled presence on the web.• The web site will be designed to be: – simple to navigate site and deliver effective and informative content quickly – easy to use – simple to purchase from – ‘sticky’ and interesting enough to attract visits and re-visits• Graphic look and fell will be developed specifically for the site but will be based on the existing colours and logo. The general imagery from the brochure could be used to develop the site or a completely new ‘on-line’ look could be used. As part of the build process we will design 2/3 looks for the site and discuss them with you before finally developing the site in detail 10
  11. 11. The Chocolate ClubTECHNICAL APPROACH• The site will developed using Microsoft SQL 7 database, PHP and flat HTML. Administration and management information modules will be built using Access, VB and HTML• The site will be developed using the shared core functions of Netscape and Explorer to ensure all components of the site will work when viewed in either browser on a variety of platforms• Where possible the use of “plug-ins” (Shockwave, Flash, Real Audio) and Java/Java Applets will be avoided.• The site will be designed to still be effective when accessed by browsers on slow dial up modem links• Emphasis will be on developing a site which is user friendly, easy to navigate and easy to useWHY?• Despite the increasing sophistication of the web, site owners/developers must not dis- enfranchise users by creating overly sophisticated and intricate sites• Experience has shown that sites that deliver useful functionality quickly are more popular than those based on large and complex graphics. Relevant and timely content is the main key in attracting and, more importantly, re-attracting visitors 11
  12. 12. The Chocolate ClubCONTENTThe site will contain the following broad content:• Introduction & background to the Chocolate Club• Member benefits & call to action to join• Join page & account details page• Member promotions & special offers• Online catalogue, product by type, supplier, season etc• Shopping basket, checkout and credit card authorisation• Newsletter• Contact Us• Help 12
  13. 13. Outline Configuration 13
  14. 14. Outline Configuration• Chocolate Club Server. Database & web server combined running within ipoints facilities managed area in Easynet or other ISP (see Hosting section on slide 16 for these options in more detail)• Twickenham Office. Secure and private access via management information system to database and e-commerce system. The management information system will be written in HTML and be available from any PC via normal browser software (under strict password control). Access can be either via normal dial-up or an ADSL (or similar) link• Cambridge Office. Secure and private access via management information system to database and e-commerce system. The management information system will be written in HTML and be available from any PC via normal browser software (under strict password control). Phase 1 order system involves sending email of confirmed purchase to Cambridge for fulfilment. Access can be either normal dial-up via or an ADSL (or similar) link• Ipoints office. Phase 1 of the systems envisages ipoints administering and maintaining the web site based on instructions from the Chocolate Club. Future phases will implement an administration system that can be used by the Chocolate Club to undertake the majority of the web site and membership system administration 14
  15. 15. Outline Costs - Phase 11. Development of core backend database with the following modules: £26,950 Product Catalogue Membership Module Purchase History Module Customer Management Module Shopping Basket Credit Card payment Management Information System The costings are based on the information currently available. The current estimate for Phase 1 development is 49 days +/- 10%2. Chocolate Club Web Site Development. The cost will depend on the final content and functionality agreed but based on our understanding to date, we estimate the costs to be as follows: Design £5,500 Database Integration Email/Information request Forms Project management, indexing, copy 15
  16. 16. Outline Costs - Phase 13. Hosting. There are two options for hardware: Option1: Hosted on ipoints clustered server facility managed £500pcm by Easynet.OR Option2: Separate server supplied by Easynet but setup and £2,500/quarter managed by ipoints In addition there will be a monthly charge for maintenance and £250 monitoring by ipoints system staff 16
  17. 17. Outline Costs - Phase 14. Administration. A fee will be charged based on the level of site maintenance undertaken. We envisage that this will be seasonal but would suggest charging a monthly retainer fee to cope with the base work and then charging for additional work on an hourly basis. Because of the retainer we would discount our normal rate card by 20%. We are aware that previously the group has had problems with using external resource to maintain web sites. Using ipoints to administer the system ensures access to our full technical and customer services team. We will ensure that all changes are implemented promptly and to an agreed timescale Phase 2/3 will involve implementing an administration system that can be used remotely by yourselves but we feel that it would be more cost effective in Phase 1 to use the ipoints administration services. Monthly Retainer £300 Rate Card (less 20%) Customer Services £220/day Graphic Designer £440/day Analyst/Programmer £440/day IT Director £900/day 17
  18. 18. Outline Costs - Phase 15. British Airways. Bespoke catalogue/web site for Executive Club members. Dependent on exact requirements and any other bespoke content additional English language web sites/catalogues will cost approximately £2,500-£5,000 18
  19. 19. Future DevelopmentsPHASE 2• Additional linked website/catalogues: – Diners Club – American Express – Czech – Russia – Islamic – Japanese• Re-engineer The House of Chocolates web site and migrate to Chocolate Club systemPHASE 3• Remote Administration System to administer database and web sites• Order/Picking/Fulfilment System 19
  20. 20. Traffic Driving• It is vital that the web site is supported by other marketing collateral, both standard and electronic• Standard Collateral Support – Web site address on all corporate literature – Web site address on all promotional material, magazine and on all press advertising – Specialist print advertising to drive traffic to the site• Electronic Collateral Support – Registration on all appropriate search engines, portals, and indexes. This is vital and will need to done on a quarterly basis and will be built into the maintenance costs – Reciprocal links on affinity group and related sites 20
  21. 21. Appendix B - Database Schema Shipping Options Order Order Line Skin Member Payment Product Sales Tax Cart Cart_Item Catalogue Entry Catalogue Country Language Sent Email email Template Entry Category Partner Category 21

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