This document is a tutorial on creating a quality online shopping experience, detailing the e-commerce landscape and introducing the Quality E-Shop Recognition Scheme by the Hong Kong Retail Management Association. It covers factors contributing to ecommerce success, customer criteria for selecting online shops, and the recognition scheme's criteria and eligibility requirements. The aim is to promote quality standards and enhance consumer confidence in e-commerce in Hong Kong.

1. Tutorial on Creating Quality
Online Shopping Experience
Matthew Kwan
Principal Consultant, Adams
Jan 12, 2017
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The Hong Kong Retail Management Association

2. Today’s Agenda
• Quality Online Shopping Experience
• Introduction to Quality e-Shop Recognition Scheme
• Successful Application of Quality e-Shop Recognition
Scheme
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3. Quality Online Shopping
Experience
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4. Online shopping
From Wikipedia, the free encyclopedia
• Online shopping (sometimes known as e-tail from "electronic retail" or e-
shopping) is a form of electronic commerce which allows consumers to
directly buy goods or services from a seller over the Internet using a web
browser. Alternative names are: e-web-store, e-shop, e-store, Internet
shop, web-shop, web-store, online store, online storefront and virtual
store. Mobile commerce (or m-commerce) describes purchasing from an
online retailer's mobile optimized online site or app.
• An online shop evokes the physical analogy of buying products or services
at a bricks-and-mortar retailer or shopping center; the process is called
business-to-consumer (B2C) online shopping. In the case where a business
buys from another business, the process is called business-to-business
(B2B) online shopping. The largest of these online retailing corporations are
Alibaba, Amazon.com, and eBay.[1]
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5. Online shopping malls (B2C Platforms?)
From Wikipedia, the free encyclopedia
• Online shopping malls are websites that enable a multi-vendor
checkout system enabling retailers to sell in one portal and allow the
consumer to check out with one single credit card transaction.
• Collections of many traders with different offers directly on the same
website are also sometimes known as online shopping malls or virtual
shopping malls.
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6. Omnichannel Retailling
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7. Digital Shopping Experience
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8. The Store of the Future
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10. 7Success Factors of e-Commerce
1. Site design
2. User-friendliness
3. Product range
4. Pricing level
5. Payment methods
6. Shipping options
7. Delivery of goods
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In order to run a successful online
store it is especially important to
gain loyal customers as well as
to keep those customers
satisfied.Friday 20 January 2012
The results of the largest survey of customer satisfaction in German e-
commerce, conducted by ECC Handel and Hermes, were published on
the occasion of the Online Trading Congress in Bonn. More than 10,000
consumers and customers of 108 German online shops
Source: http://e-commercefacts.com/research/2012/01/ecc-handel-ecommerce-stud/
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11. Customer criteria for selecting online shops in
Germany 2014
http://www.statista.com/statistics/451736/criteria-for-the-selection-of-online-shops-in-germany/
• Product Quality
• Detailed Product Descriptions
• Transparent & Simple Shipping
Conditions
• Prices
• Available Payment Methods
• Transparent & Simple Return
Policy
• Service
• Customer Ratings
• Product Range
• Customer Recommendations
• Quality Seals
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THE CONSUMER SHOPPING JOURNEY
Source: http://www.crossmark.ca/wp-content/uploads/Shopping_Journey_image.png

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http://blogs-images.forbes.com/marketshare/files/2012/12/Google-Study-2.png

14. Comprehensive audits ensure security when
shopping online
http://www.trustedshops.eu/seal-of-approval/quality-criteria.html
• Cost
• Before submitting the order, information is provided about the products, product prices,
shipping costs and other additional costs.
• Payment
• The available payment methods are stated at the beginning of the ordering process at the latest.
• Delivery
• The customer is informed about the expected delivery period or the precise delivery date. If the
delivery period or delivery date cannot be upheld in exceptional cases, the customer is informed
of this without delay.
• Return
• The consumer is informed about the right to cancel and about any applicable exceptions. The
right to cancel is not unduly restricted.
• Data
• In the shop, personal data is only collected, processed, used and transferred to third parties
where this is legally permitted or the customer has given his explicit consent to this.
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15. • I did not receive my order
• I received damaged or faulty goods
• My order was delivered later than agreed
• The shop refuses to accept my cancellation
• The purchase price was not, or only partially,
refunded
• My order was not immediately confirmed by
e-mail
• The shop is not responding to my queries
• I cannot find any contact details for the shop
• The product prices, shipping costs or
information about additional costs are
incorrect
• I cannot find information about the shop's
payment methods
• The shop does not provide detailed and
accurate product descriptions
• The shop sells prohibited items
• Information about the use of my personal
data is not shown in a privacy policy
• I receive unwanted advertising from the
shop by e-mail
• The shop does not protect my personal data
adequately
• The shop does not transfer my sensitive
payment details via an encrypted connection
• The shop's order process is very complicated
and not transparent and it is not obvious
that I am making a binding order
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Sample Issues & Problems based on TrustedShops
http://www.trustedshops.eu/seal-of-approval/troubleshooter.html#topic=general

16. Quality Criteria – Trusted Shop
http://www.trustedshops.com/tsdocument/TS_QUALITY_CRITERIA_en.pdf
• Identity and reachability
• Data protection and security
• Products and costs
• Delivery and payment
• Ordering process
• Cancellation
• Trusted Shops guarantee
• Quality indicators
• Reviews
• Refunds
• Response
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The shop is committed to complying with the legal regulations on distance selling, e-commerce and data
protection in electronic commerce.

17. How many clicksto pay?
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Photo Source: http://neosidea.com/portal/portalnews/servemedia/112/portalnewsattachments/113/ecommerce.jpg

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Source: http://www.comscore.com/Insights/Press-Releases/2012/6/What-
factors-influence-the-online-shopping-experience#imageview/0/

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Online Discount
Offline Shop
Redemption
Online/Mobile
Registration
Incentive
Offline & Online
Membership
Repeat Purchase O2O
Loop?
Picture Source: http://qranywhere.blogspot.hk/2010/04/iron-man-2-staring-qr-codes.html

20. Introduction to
Quality e-Shop Recognition Scheme
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21. Background and Objectives
• Quality e-Shop Recognition Scheme, introduced by Hong
Kong Retail Management Association (HKRMA), provides a
comprehensive and objective assessment for e-shops in
Hong Kong. The scheme aims to give recognition to quality e-
shops and develop industry-wide standards and best
practices for online retailing in Hong Kong.
• To develop industry-wide standards and best practices for online
retailing in Hong Kong
• To give recognition to quality e-shops
• To raise consumers' confidence in Hong Kong's e-shops
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22. Successful Application of Quality
e-Shop Recognition Scheme
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23. Assessment
Criteria
• Assessment criteria and
mechanism are well justified
by HKRMA's independent sub-
committee. Stages of
assessment include Mystery
Shopper Assessment and Final
Audit by HKRMA, covering the
following criteria based on the
framework of "3 Perspectives
and 4 Key Qualities".
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24. Scheme Eligibility
• The managing company of participating e-shop shall have a valid
business registration and a physical business address with
substantial operation in Hong Kong.
• Participating e-shop shall:
• Be fully operative for at least a year (calculated from the first transaction
date).
• Have a registered domain name.
• Engage in the retail sale of merchandise or the provision of retail services to
individual customers in Hong Kong.
• Operate in form of website with or without a mobile APP and provide online
check-out option(s).
• Have no record of trading in counterfeit goods.
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26. Health Checklist
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27. The application…
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28. Q & A
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29. We look forward to collaborating with you!
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