TIE Magazine #2: Behind the button

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Modern webshops are more than just online stores.
There’s a lot more involved than simply placing articles for sale on the Internet. For example, there’s attracting traffic, optimising navigation,
intuitive procedures, information that really is
informative, and easy methods of payment. Behind the scenes of e-Commerce.

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TIE Magazine #2: Behind the button

  1. 1. Text Cees Steijger ~ Illustration Remco Baars eCOMMERCE Behind the button Modern webshops are more than just online stores. There’s a lot more involved than simply placing articles for sale on the Internet. For example, there’s attracting traffic, optimising navigation, intuitive procedures, information that really is informative, and easy methods of payment. Behind the scenes of e-Commerce. Part 1E -commerce is growing. Thousands of webshops appear whether a transaction syndication. The second phase is about the worldwide every day. Global economic developments can take place and can be website: its look and feel, how it operates have even had a positive effect on e-commerce: the successfully concluded. and its intuitive layout. This is where wetraditional costs of marketing can be more effective and take “Finally success is not find the buy button. After the click, wea different form online, and thus lead to more sales. But only about getting the order but enter the third phase: payment, the e-mailprofessional webshops have a chance of about being able to deliver confirmation, after-care and actual deliv-success because, in the orientation phase, right across the chain, han- ery of the product or service.the consumer is sensitive to issues such asappearance and operation. This is why it’s “Success dle returned goods, know the stock status... in shortimportant to gain the trust of the consum- means an entire flow comes intoer with a professional webshop. operation after the double- CommerceCommunication “A webshop is also delivering click,” says Frank. “Success in sales happens before the Suiteall about communication,” says Frank vanDoorn, general manager of e-commerce the order” button – the buyer doesn’t see what happens behind The MamboFive Commerce Suite - TIE Kinetix’ e-commerce platformat TIE Kinetix. “What information does the button. But this is what – is a complete, scalable, proven so-the consumer get in the orientation phase? determines satisfaction and whether the cus- lution for e-commerce that can takeWhat impression does the website make tomer will ever return. Success is not about companies online easily and profes-in terms of presentation and operation? having an order but in delivering it within the sionally. This may be B2B, B2C orWhat information do you get after making stated period at the price that has been quoted a combination of both. With thisa purchase? These are three phases that call to the customer. This is all information that platform, the transition to doingfor clear, user-friendly, professional web- has to come from the underlying systems.” business on the Internet with fullshops. Total Integration – the logical inte- control is absolutely no problem. It’sgration of the different purchasing phases Phases Frank identifies three phases in the also possible to integrate seamlessly– is the new buzzword in e-commerce.” sales process, which TIE MamboFive eCom- with existing ERP systems (Exact, merce enables him to exploit. First, there’s Unit4, BaaN, Oracle, SAP WMS andCentral Frank explains that the web- the orientation phase. This is a dynamic many others). The Suite enables or-shop literally occupies a central role in process that is approached as a multichannel ganisations to achieve high sales onthe total e-commerce process. After all, activity in e-commerce, online or in combina- the Internet fast and without drasticthe proverbial buy button is central to the tion with offline activities. In this phase, we changes and gives them more controlwebshop: before and after it is hidden the encounter the AdWords – affiliation market- over the entire e-commerce process.world of e-commerce, which determines ing – as well as white labelling and content TIE ~ 2/2010 ~ P17

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