Designing an E-Commerce Website Using 7Cs Framework

Designing an E-Commerce Website Using 7Cs Framework

Figure provides a simple representation of the 7Cs framework for e- commerce website design. The interface is the virtual (and, to date, largely visible) representation of a firm--s chosen value proposition. Similar to a retail storefront, the virtual website provides significant information to current and prospective target market customers.

If designed effectively, the site quickly answers a number of basic questions that confront such users. Is this site worth visiting? What products or services does it sell? What messages does the site communicate

Exclusivity? Low price? Ease of use? Consistent with a tightly constructed business model, well-designed sites should simultaneously attract target segment customers and repel (or not to appeal) non-targeted customers. Compelling sites communicate the core value proposition of the company and provide a rationale for buying from and/or visiting the site. The following sections briefly describe the 7C.

Context

The Context of the website is aesthetic and functional look-and-feel. Some sites have chosen to focus heavily on interesting graphics, colors, and design features, while others have emphasized more simply utilitarian goals, such as ease of navigation. Figure illustrates a webpage from Landsend.com. Lands-- End balances aesthetic (pastel colors; simple, warm visuals) and functional (crisp, uncluttered) design elements to communicate its core benefits-”traditionally designed clothing, great service, and moderate prices. In sharp contrast, an online apparel retailer - Luckyjeans.com will appear more hip, nontraditional brand; its website is comparatively more edgy, with bolder colors, humor (the --get lucky- slogan), and a more focused product line. Lands-- End customers might not find the Luckyjeans.com site appealing, purely because of its look- and-feel. Luckyjeans. com suggests a younger, more urban, and fashion-forward target segment. Compare the homepages (shown below) of these two online retailers.

Content

Content is defined as all digital subject matter on the site. This includes the form of the digital subject matter-”text, video, audio, and graphics-”as well as the domains of the digital subject matter, including product, service, and information offerings. While context largely focuses on the --how- of site design, content focuses on --what- is presented. Visit Landsend.com site. The Lands-- End site includes content pertaining to its product offerings (e.g., overstocks, kids, luggage, gifts), services, and offline support (e.g., 1-800 phone number). In terms of media, the site uses a combination of text, photographs, and graphics to convey its content.

Community

Community is defined as the interaction that occurs between site users. It does not refer to site-to-user interactions. User-to-user communication can occur between two users (e.g., e-mails, joint game-playing) or between one user and many (e.g., chat rooms).

Ladsend.com has an innovative community feature that allows two users to shop simultaneously on its site. This trademarked service termed --shop with a friend,- enables two users to view the site at the same time, browse together, and purchase the product. It is a virtual shopping experience.

Customization

Customization is defined as the site--s availability to tailor itself or to be tailored by each user. When the customization is initiated and managed by the firm, termed as tailoring. When the customization is initiated and managed by the user, termed it as personalization. Let us consider two examples as shown in Figure.

On Landsend.com, the user is able to personalize the site to a limited degree, using a feature called the personal shopping account. This feature allows the user to enter basic personal information, complete an address book for potential recipients of purchases, and enter key dates in the remainder service.

In turn, once personal profile data is entered and consumers begin to use the site, the site uses this data to tailor e-mail messages, banner ads, and the content of the site to the individual.

Communication

Communication refers to the dialogue that unfolds between the site and its users. This communication can take three forms; site-to-user communication (e.g., e- mail notification), user-to-site (e.g., customer service request), or two-way communication (e.g., instant messaging).

Landsend.com has introduced a communication feature called --Lands-- End Live- that enables the user to talk directly with the customer service representative while shopping on the site. Clicking on the Lands-- End Live button results in two options pp connection by phone (this assumes the user has two phone lines, a direct internet connection by DSL, or a cable modem) or (2) connection by live text chat.

Connection

Connection is defined as the extent of the formal linkages between the site and the other sites. Landsend.com does not have any connections to other sites; however, it does

have an affiliates program that allows other sites to connect to Lands-- End. In particular, Landsend.com supplies the affiliate site with banner ads to link visitors form the site to the Landsend.com store. The affiliate partner earns 5 percent on every sale that occurs on pp click-through from the site. If a customer is a first-time Lands-- End buyer, the affiliate earns an additional finders-- fee.

Commerce

Commerce is defined as the sale of goods, products, or services on the site. The Landsend.com site obviously has transactional capability. It has the typical shopping-basket feature along with shipping information. The shopping basket can be viewed at any point in the shopping experience. It includes such information as quantity, description, size, prices, and availability, and also provides options to --delete the item- and --order more of this-.

As a summary feature, the site displays the total price of items, extra service taxes (if applicable), shipping costs (if the shipping choice has been already selected), and the grand total. The customer can choose to check out if everything in the shopping basket is acceptable. The acceptance step accesses a secure server where the customer inputs billing information (e.g., shipping address, e-mail contact address, and daytime phone number). Finally, the customer inputs the choice of credit card along with credit-card details and submits the final order.