BUSINESS BACKGROUND
description
Transcript of BUSINESS BACKGROUND
>>APMG 8119: DIGITAL ENTERPRISE
CUSTOMER EXPERIENCE MODEL ANALISYS:www.glengarrywines.co.nz
BY OLGA KARPOVA
POSTGRADUATE DIPLOMA IN BUSINESS
APMG 8119: DIGITAL ENTERPRISE2014
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BUSINESS BACKGROUND
largest family-owned liquor retailer chain
sell domestic & imported wine, beer, spirits
founded in 1940 by Joseph Yakicevich
one of the first two, who got wine reseller license
18 retail stores in Auckland and Wellington
A Family Guarantee: “… when buying online, I want to ensure that you're still receiving the dedicated service and care you'll find in any
of our bricks & mortar stores” (Jak Yakicevich, owner) http://www.glengarrywines.co.nz
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INDUSTRY OVERVIEW
NZ wine consumption: 20-21 liters per capita
Distribution channels: supermarkets – 56%
off-license – 21%
on-license – 23%
Liquor retail chains: Liquor Centre (120 stores)
Super Liquor (110 stores)
Online wine retailers: ~ 115 websites
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Consumer Experience Map
Model of Online Purchase Experience and Behavioral Outcomes (Jin and Park, 2006)
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Consumer Real Virtual Experience:
Website design
“+” Attractive & Informative Provides overall positive impression Easy to navigate Products are well-displayed Special offers, Videos, Wineletter link on the first page
“-” Delivery, Privacy/Security Information is hidden in FAQ section “Click & Collect” video actually describes “Delivery” process “Error” pages “0$” items appear on top of the page Abundance of information
4,0
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First Page
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Product Category (Wine) Page
https://www.youtube.com/watch?v=M4jDoRpQfgQ&list=TLW02d8K96j9213qDlgLiAAS3K5SNqE4vT
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Consumer Real Virtual Experience:
Merchandising
“+” Huge variety of products (› 600 liquor brands) Supplementary products: Snacks & Soft drinks Glassware & Wine accessories Clearly divided into categories and subcategories Search filters Detailed Products description is provided Price discounts Wide Gifts selection & suggestions
“-” No alcohol percentage data “Food match” information not everywhere “Brand” and “More” buttons’ confusion Some products are unavailable
4,0
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Product Description Page
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Consumer Real Virtual Experience:
Order Placement & Fullfillment
“+” Additional options (gift packaging, courier instructions, etc) Next day delivery Secure packaging (Fragile products) “Thank You” e-mail “Free next delivery” notification
“-” Complicated (6-page process) Registration is obligatory Confirmation e-mail is received after 4-7 min Delivery time frame is not specified
2,9
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Order Placement – page 1
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Order Placement – page 2
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Order Placement – page 3
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Order Placement – page 4
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Order Placement – page 4
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Order Placement – page 4
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Consumer Real Virtual Experience:
Communication
“+” Blog, Wineletter, Videos Wine Testing Announcements Facebook, Twitter, Google+ links Personal account Favorite list option “Thank You” e-mails
“-” Delivery time frame is not communicated Feedback is not requested directly
3,3
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Consumer Real Virtual Experience:
Security/Privacy Promotion
“+” Website looks reliable Customer believe that their personal information is secured
“-” Security/Privacy information is hidden in FAQ section Brief and incomplete
“+” Discounted prices & Free Gift packaging Free delivery after first online purchase Monthly Newsletter with special offers
4,0
2,5
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Customers’ Response Outcomes
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Recommendations
Delivery/pick-up options’ information should be easily found on the first page
Order placement process can be shortened (less number of pages)
“Quick Order” option is advisable
Privacy/Security information should be easily accessible and available in full
All liquor merchandise should contain alcohol percentage
It would be advisable to provide “food match” for all liquors (wines)
Products, which are currently not available should not appear at the top of the list to avoid customers’ confusion and frustration
It would be beneficial to make gift certificate purchase available online
Some sections of the website should be checked for “error” information displayed
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Thank you!