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.
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.