The term ‘E-commerce’ was coined from the term electronic commerce which refers to the conducting of business transactions through electronic means. This form of business is gradually taking the place of conventional business that involves physical interactions between sellers and buyers who exchange goods and services for money. The reason why this form of business took the world by storm is the fact that it came with several advantages such as increasing business hours, increasing the safety of money used in business and also reducing the need for human intervention for business to take place successfully (Fitzgerald et al, 2011).

In today’s business world, e-commerce is best executed through the use of computers on internet based platforms. These allow for a host of business functions to take place and they include the electronic transfer of funds, the selection of items by the customers, marketing of products, presentation of the product prices, marketing commodities, the collection of data and also the management of inventories successfully. For customers, the most visible aspect of e-commerce is the sales element which allows them to effectively shop online (Fitzgerald et al, 2011).

Though a common practice across the commercial environment, different business entities use different approaches to the concept and this leads them to have varying results. The purpose of this exercise is therefore to outline the manner in which businesses construct and include creative and innovative features to their e-commerce platforms by highlighting how two companies are doing it. Three main elements of e-commerce will be analyzed in the exercise. The first will be the identification of appropriate e-commerce solutions whose features aid in the achievement of business objectives. Second, the contribution of e-commerce rich features to the overall business cycle and finally the role of the identified e-commerce platforms in the achievement of greater online sales (Guoetl al, 2011).

Examples of ways that Organizations build creative and innovative platforms

Price Information

The inclusion of prices for commodities is very important for an e-commerce platform. Given the fact that the prices of products on offer is something of great concern to customers, it is important to include this in the listing of products. There are different ways in which organizations go about the pricing of their products. Some business entities prefer to indicate the prices of their most popular products alongside their prices.

Another approach is to list commodities according to their prices or the price range that they fall in. This is in light of the fact that different people have different budgets and this form of sorting helps them to zero in on the products they desire to purchase rather than spend a lot of time on the websites. While some businesses use one of these two pricing approaches in their e-commerce platforms, others will prefer to use a combination of the two which will serve to promote popular items while at the same time aiding customers (Guo et al, 2011).

The use of images

Going by the cliché that states “seeing is believing,” many companies employ the use of images to give the customers a better view of what is available on offer. Given that during physical shopping a customer will have a good look at the item, it is important for enterprises that are using e-commerce to replicate this experience to customers. For many consumer goods, images of the products taken from several angles help to give the customer somewhat of a 3D view. This is commonly practiced with electronics and motor vehicles. At times the images of products on offer scroll across the screen as a customer accesses the platform.

The provision of secure payment options

With the sensitivity of personal bank accounts and customer data it is imperative that the creators of e-commerce platforms come up with measures that convince customers that the payment options provided are safe and secure. This is done through the use of reputable online payment options as well as authentication measures that seek to ascertain the identity of shoppers before allowing them to transact business. Given the universality of the internet and the diversity in payment options available online, businesses also need to put a lot of effort into ensuring as many of these options as possible are provided for the customers. The process of paying for products also needs to be simplified and made direct.

Accessibility from a cross section of electronic platforms

Advancements in communication technology have led to the creation of a wide array of electronic devices that can access the internet. Gone are the days when this was a preserve of computers. Today’s customer can access the internet through mobile phones, iPads, video gaming consoles and even internet enabled television sets. E-commerce platforms have to keep up with this fact as it serves to grant them access to a wider pool of customers than just relying on those who use computers. Many businesses keen on leveraging on the benefits of e-commerce have contracted developers to come up with software applications for the different platforms of communication gadgets such as android and apple devices (Guo et al, 2011).

Creative Web Design

When a customer accesses an e-commerce portal, he or she may be attracted or repelled by the design of the pages. The web pages are the interfaces that hold together the various elements of the e-commerce platform and it is therefore important to consult with professional designer and at times psychologists while formulating this element of the online platform. The content needs to flow smoothly with emphasis where necessary. The color scheme used needs to make the customer feel relaxed, the text information needs to communicate the messages to the clients clearly while the controls that are used to navigate through the shopping and purchasing processes need to be as straightforward as possible so as to ease the experience of the customers and encourage them to transact as much as possible. The ultimate design of the pages needs to be in such a manner that appeals to the specific market segment being targeted and this therefore determines the fonts and images included (Eid et al, 2011)..

Consistency of the platforms

While creativity is associated with spontaneity, it is necessary to keep the platform’s components fairly consistent with regard to navigation and the maintenance of themes throughout the website. This makes navigation easy, more enjoyable due to predictability and also productive since the users can easily manipulate the website’s features for the purpose of shopping for their desired commodities or services.

The Use of cookies to remember preferences of customers

The act of customization has never been easier since the invention of ‘cookies’ which is a system that allows a website to present information relevant to a specific customer due to previous transaction and search preferences. The importance of this feature is that it saves the customer time spent conducting a new search and keying in his or her preferences each time they access an e-commerce platform.

Case Studies of Companies that have successfully made use of E-Commerce platforms

Nike Online Shop NIKE-ID

NikeID is a branch of the Nike shoe company which specializes in the sale of customized sporting merchandise to sports personalities as well as individuals who fancy their products. The company’s strategy of bridging the gap between it and its customers is through the use of an online portal which hosts its e-commerce platform.

The Achievement of Nike’s objectives through E commerce

The company’s core product in this regard is therefore customized sports gear to an international market. From the above analysis of ideal e-commerce solutions that businesses ought to adopt for the sake of their success. This being a core business objective is achieved through the use of a navigation panel on the home page which guides the customer on which regional store to access a relevant outlet based on the language and geographical location. The site is easily navigable through the use of clear and appropriately themed links that produce a beeping sound which gives it a futuristic feel. The site also features an assorted variety of products for both men and women who engage in a wide range of athletic sports. These are clearly displayed in images that can be easily panned and zoomed by the customers. The effect of these features on the site is to ensure that sales proceed as expected while mark is taking place concurrently. The increase in customers will undoubtedly lead to an increase in the profits that the company makes (Nike, 2013).

The impact of the platform on the business cycle

Features of Nike’s e commerce model that fit into the business cycle include the fact that it is automatically connected to the firm’s inventory such that each sale is detected and effected on the company’ stock count (Nike, 2013).

At the same time, the online platform provides customers with more information regarding the product outlets closest to where they reside as well as the availability of different products in Nike’s outlets in different locations. These are all processes that fall into the business cycle yet are enhanced by the provided platform.

The role of the Nike ID platform in boosting online sales.

One of the ways that this platform boosts online sales of Nike products through the provision of incentives such as lower prices and free shipping for those who choose to use online purchases. The platform also has a wider catalogue that is easier to navigate than what consumers would find in the outlets. The fact that products on the website are provided in a streamlined manner also serves to increase the online sales that Nike company is making. In line with the transactional element, the payment process on this platform is secure and relatively simple for those who wish to use their conventional bank accounts as well as those who will use their online bank accounts (Nike, 2013).

A Case Study of Grenson Shoe Company’s online platform

Grenson is a 150 year old show company that is based in England. It specializes in the provision of an array of leather footwear for males and females of all ages. These are handmade in a special process based on techniques that were invented in the 1880s (Grenson, 2013).

Appropriate E Commerce elements in the online portal provided for Grenson customers

The first thing that one notices from the website is its simplicity and rigid arrangement of products on a two by four grid that features the shoes as well as their prices. Clicking on the images makes them automatically magnified and panned allowing the user a closer look at the products available. The conservative design of the website also helps the targeted demographic identify with the company more. The consistency in the shopping and payment options is a huge plus for regular customers (Eid et al, 2011).

How Grenson’s portal helps business cycle processes

Since this site is somewhat of a virtual shop front, the company also uses it as an ideal public relations tool by providing information about the manufacturing process. This therefore also becomes a marketing tool given that this information complement the images that have been used in the website.

The role of the Grenson online platform in boosting online sales

The first way in which this boosts sales is due to the fact that the online portal is accessible from any part of the world and this dramatically increases the likelihood of more customers getting to know about these shoes. This creates awareness which will hopefully turn into turnover. Another way of boosting online sales for the Grenson shoe company is the simplicity in the minimalistic webpages that convey the message in the most straight forward way possible (Grenson, 2013).

Analysis

In the case of Nike shoe company and its use of the online platform, the main selling points that make their application of E-commerce successful is the emphasis on their catering for customer needs. This is because the customer is empowered to select the language to be used as well as the store closest to him or her. At the same time during the shopping experience, customers can easily browse through the options due to the availability of several unique options that are divided into activities and gender. These help customers quickly zero in on their items of choice.

The website that supports the platform also features vibrant and contrasting colors which appeal to sports people as well as fitness enthusiasts. Pricing of goods is boldly displayed thus helping the customer to make informed decisions. It is therefore safe to state that Nike’s historical success is bound to be continually sustained through their e-commerce platform that is largely customer centric, a key tool for competitiveness in today’s market.

Grenson shoes too have exhibited a dedication to meet the needs of the customer shopping online for shoes while making the experience as pleasant as possible. A quick look at the user interface of this company’s e-commerce platform presents the image of a company that targets customers who are accustomed to dressing formally on a day to day basis. The provision of company information and details of the production process serve to not just convey information but also to market their products given the fact that footwear is very important to their target market segment. The use of grids throughout the website creates an aura of familiarity while the creative use of pan and zoom for a closer look at the shoes provides customers with a three dimensional image of the different shoes they have in stock. The multiple number of pages with products targeted at both men and women provide an extended product catalogue which customers and shoppers can view at their own pleasure, making comparisons then eventually purchasing them through the secure online payment options.

Conclusion

From the above illustrations of Nike and Grenson it is evident that though a noble concept, E commerce needs a deliberate effort on the side of management for it to really benefit the organization. This not only makes the business more competitive but it also helps in improving customer relations. The fact that e commerce has the impact of complementing the business cycle process is another reason for managers to take it seriously (Eid et al, 2011).

References

Eid, M. I. 2011. Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78-93.

Fitzgerald, A. M., Fitzgerald, B. F., Middleton, G., Clark, E., & Lim, Y. F. 2011.Internet and e-commerce law, business and policy.Thomson Reuters (Professional) Australia Ltd.

Grenson 2013.Grenson England. Retrieved from http://www.grenson.co.uk/en_gb/shop on November 25, 2013

Guo, W. J., Qi, H., &Guo, Q. J. 2011. The Information Sharing Mechanism of the Supply Chain of Chained Enterprises Based on E-Commerce. Advanced Materials Research, 204, 1603-1606.

Nike 2013 Retrieved from http://www.nike.com/us/en_us/c/gifts on November 25, 2013

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