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Other Important Considerations

Once the eCommerce manager has defined the USP of the business, a series of other questions must be considered:

  • Is the web site visually consistent with the brand identity? Does it deliver on the perceived brand "promise"? How well does the site reflect the quality of the products and services offered?
  • Are online functions integrated with offline business processes? How well is the site utilized as an integrated marketing program communicating the value proposition to the customer?
  • How well is the web site utilized as part of an integrated marketing campaign?
  • Is there a strategy for alternate platforms? Mobile commerce (mCommerce) is growing, and any business with an eCommerce initiative should consider how they will market and sell through this online channel.
  • Does the eCommerce initiative understand and address channel conflict issues? Does the site offer support for channel partners—product and information training, price lists, sales tools, and so on?

Creating and managing a company's eCommerce initiative is no easy task. Neither is managing it. It takes someone who understands that eCommerce is a business no different from any other sales channel of a company. Like other sales channels, it must be managed by business managers who understand the roles and responsibilities of the departments involved.

In my next article, we'll discuss just that.

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