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Problem

A large industrial distributor of power transmission equipment embarks on a project to develop an e-commerce strategy. What lessons could it learn from consumer marketers in the design and operation of its Internet site?

Step-by-step solution

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Step 1/2

E-commerce is a digital marketplace where products and services are sold and bought. There are three types of e-commerce. They are inter-organizational e-commerce, inter-organizational e-commerce, and business-to-customer e-commerce. The most tricky and important e-commerce is customer e-commerce platforms.

Step 2/2

In this context, the firm is about to develop an e-commerce platform. They can learn the following from consumer marketers regarding the design and operations of the internet site. First of all, they will understand that the e-commerce site should provide product information. The information should be given for both old and new existing products that are readily available for the customers in the website. Secondly, sales through e-commerce site should promise low transaction cost for them. The customers who get products directly sold by the firm's website should get real-time information on the supply chain too. Thirdly, the services like online communication should be made available for the customers. The customers should be allowed to know their order status, applications, problems with products, and returns. Finally, the consumer marketers help the firm to know about the ways in which e-commerce site plays as a marketing researcher. The sites can help to gather information about the customer and their buyer behavior.