Website case study

Website case studySports Directwww.sportsdirect.com

sports equipment, sportswear andclothing

founded 1982, Maidenhead, Mike Ashley Sports

the UKs largest sports retailer, the UKs number one sports retailer

Historyover 470 stores

stores in Ireland, Belgium, France, Portugal, Holland, Slovakia and Slovenia

Nike, Adidas, Reebok, Umbro, Karrimor, Lonsdale, Dunlop and Slazenger

History

HistoryKEY PRINCIPLES:business model is focused on long-term sustainable growth

the central focus remains on growing and developing the core UK retail business, development of brands and international retail

VISION TO BE AN INDUSTRY LEADER

over 16,000 employees in the UK and 2,000 in the worldunderlying EBITDA: 287.9m in 2012 vs. 253.1 in 2011 (up 22.1%)

History&

1. Top (logo, tools for customisation, account, searching, shopping cart)

2. Main menu (first level, according to genders, sports, brand)

3. Interactive window (the best offers, always updated)

Description of website

4. Connections (web pages and parts of e-shop of Sport Direct Company)

5. Bottom (legal information, social media, ways of payment, lower levels of menu, detail shopping information)

Description of website

1. Top

2. Main menu

3. Interactive window

4. Connections

5. BottomDescription of websiteLinear structure of the website

Global ("site wide") website structure

Tree (hierarchical) structure of the website

Website structure

Amazon.com1995Worlds largest online retailerBooks -> Millions of products (9 categories)200 million active members160 countriesComparison to Amazon.comAmazon.comBlack-white-orange-blueStatic quality imagesHorizontal menu.

Sportsdirect.comBlack-white-blueDynamic quality imagesVertical menuImpression of greatnessEverything Must Go!ComparisonAppearanceAmazon.comBrowsing & searching;Reviews and content;Recommendations and personalisation;1-Click technology;Secure credit card payment;Availability;Interactivity with other customers.

Sportsdirect.comSearching;Ratings and reviews;Shopping cart system;Secure credit card payment;Availability.

ComparisonUsability... is the organisation of product, service and information flows, and the sources of revenues and benefits for suppliers and customers

an e-business model is the adaptation to the internet economyBusiness models Types of e-business modelse-auctionsvirtual communitiesinfomediariese-procuremente-distributionthird-party marketplacescollaboration platformsvalue chain integratorsvalue chain service providersbuyer aggregatorsinfomediariesclassifiedsportaling e-marketingtrading communitiesaffiliatese-shopse-mallse-auctionsportalingmanufacturer model subscription14Consumer-to-Consumer (C2C): e-auctions, virtual communities

Business-to-Business (B2B): e-auctions, infomediaries, e-procurement, e-distribution, portaling, e-marketing, ...

Business-to-Consumer (B2C): e-shops, e-malls, e-auctions, buyer aggregators, infomediaries, ...

The e-business models relating to e-business marketsWebsites are designed to promote the firm and the products or services it sells

e-shops provide a quick, efficient and convenient route to accessing information on products and services and undertaking transactions

channel of communication to customers and provide valuable information about which products and services are sought by customers

E-shop...offers a possibility for valuation and expressing opinions about products

Positive externalityE-shopladies running shoes Nike

customer new one x registered

selecting of a language

selecting of a currencyHow the e-shop works

multiple choice menu x intelligent search window

filter brand, size, price, colour

selected productHow the e-shop worksadd to the Bag

my Bag

sign in x register

payments credit card, PayPal

How the e-shop worksThank you for your attention!