Overview: An e-commerce consultant can provide insights, information, and expertise to a small or mid-sized retail business. E-commerce consultants can do many different specialized tasks, from helping a brick-and-mortar retailer plan for the addition of e-commerce to helping an online retailer expand its sales and reach a growing global customer base. To complete this assignment, you will assume the role of an e-commerce business consultant who owns a business specializing in the development of e-commerce business solutions. Prompt: To prepare for your final project, you must complete three milestones. For each milestone, you will review the company’s business model and technology infrastructure. You will determine the business requirements necessary for improving the e-business operational strategy. Your first milestone for this project will focus on customer acquisition. In this milestone, you will review the shortcomings of the company’s outdated technology as it relates to acquiring customers. To complete this assignment, you must analyze the shortcomings of the company’s outdated technology as it relates to acquiring customers by addressing the following: Summary of existing technical infrastructure related to customer maintenance Overview of impact existing technology has on the business operations Identification of data components necessary for making appropriate decisions for acquiring customers Include an overview that introduces the components in the paper. It should summarize the elements in the paper and briefly describe the importance of e- business customer acquisition. Organize your assignment by creating a heading for each of the critical elements using the following outline: I. Introduction Describe the importance of e-business customer acquisition Analysis of existing technical infrastructure related to customer maintenance Analysis of impact existing technology has on the business operations Identificationofdatacomponentsnecessaryformakingappropriatedecisionsforacquiringcustomers Conclusion Summary of existing technology ability to acquire customers Background: Use the following attributes of the business and its owner to complete this milestone: The sporting goods store has experienced a recent increase in sales at its single location. The owner has been conducting its online sales through a locally built and hosted website (review the information in the table below). The owner is considering opening another physical location but is leery of investing money in another location because of the rising and unpredictable costs. The business owner is concerned of further investing in e-commerce solutions because the current setup is not productive. The business owner lacks technical experience of online business-development functions and wants to ensure your company can address the following components: o Customer acquisitiono Sales transactions o Technical support Current E-commerce Technology Setup E-business Functional Tool or Strategy Functional Description Technology Classification Shopping cart Consumers can only use Mastercard for transactions. Must start a new shopping cart if it contains items consumer does not wish to purchase. No mobile access. Digital payment services E-commerce marketplaces Collaboration and trading URL Website domain: http://www.iwanttopurchasealloftheseitemsformyself.org Company message backs guarantee of every purchase Secure Sockets Layer (SSL) and Transport Layer Security (TLS) protocols Navigation Products grouped by two main categories on the home page and then broken into multiple subcategories once users reach applicable products considered to be in the same classification No search function present within the website; however, certain pages can be located more easily if searched using a major search engine outside of the website Average number of clicks to complete transaction: 8 Search engine optimization Site navigation techniques Customer acquisition and retention Users are required to register: no guest checkout. Passwords must be 12 characters in length with varied requirements and must be changed every two weeks. “Contact us” information not present. Only one shipping/carrier option. Profiling and personalization Search management Content and catalog management Email marketing systems Warranty database Customer relationship management (CRM) Online support capabilities Website appearance Every product includes a high-resolution image for display and no image dimensions set. Additional product information redirects customers to manufacturer site. Items cannot be“shared” via social media. Website uses WordPress template so updates can be made by owner for quicker access and lower cost. Front-end optimization tools Cross-browser compatibility Meta-tag optimization Technology infrastructure Limited content management system, locally hosted. Domain name system (DNS) lookup is 20+ characters in length. Website contains over 100 redirects when loading. Website not using browser caching. Redirect management Database and server performance Image caching and optimization Rubric Guidelines for Submission: Your submission should be 1 to 2 pages in length and should be organized following the outline provided in the prompt. Critical Elements Proficient (100%) Needs Improvement (55%) Not Evident (0%) Value Analysis of Existing Technical Infrastructure Related to Customer Maintenance Thoroughly evaluates the shortcomings of the company’s outdated technology as it relates to acquiring customers by addressing the key features of technology infrastructure and its inability to acquire new customers Sufficiently evaluates the shortcomings of the company’s outdated technology as it relates to acquiring customers but needs additional description/examples of technology infrastructure to support analysis Does not evaluate the shortcomings of the company’s outdated technology as it relates to acquiring customers 25 Analysis of Existing Technology Impact on the Business Operations Thoroughly evaluates current state of technology and its impact on customer acquisition, including relevant and supporting examples Sufficiently evaluates current state of technology and its impact on customer acquisition, but examples are slightly underdeveloped Does not provide an analysis of the technical business operations 25 Customer Acquisition Data Components Identifies specific components prohibiting the business from acquiring new customers, including relevant and supporting examples Sufficiently identifies components that prohibit customer acquisition, but examples are slightly underdeveloped Does not provide any customer acquisition data components 25 Introduction and Conclusion Clearly states current state of the business’sability to acquire customers Describes customer acquisition potential, but response is unclear or contains inaccuracies Does not address customer acquisition ability 15 Articulation of Response Summary is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format Summary contains errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas Summary contains critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas 10 Total
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