The fast growth of internet and digital technologies in the last decade created several opportunities for young and dynamic brands which follow the trends timely. Nowadays, many B2C brick and mortar retail brands see the opportunity in online business and jump into the e-commerce world for increasing their customer reach but many of them get disappointed as they don’t understand the principals of e-business and can’t create a solid e-commerce strategy. A very popular kitchenware retail brand called Esse in Turkey started its e-commerce journey with high hopes in 2010 but failed to meet the expectation of management for 2 years as there was not a defined e-business strategy and B2C e-commerce know-how. As a person who learned a lot about the principals of e-business world and latest internet marketing techniques thanks to my high interest in online business, I knew I could take the e-commerce business of Esse B2C retail brand to the higher levels. Using all my knowledge about the internet business and analyzing the current situation of Esse e-commerce sales channel in June 2012, I created a B2C e-commerce success strategy, determined several indicators for tracking the progress and reported results monthly for 9 months until the end of March 2013. The application and execution of the created B2C e-commerce success model generated amazing results for Esse in 9 months and made a business transformation for its e-commerce sales channel. Monthly net revenue of Esse’s e-commerce sales channel almost quintupled and its revenue order among Esse stores jumped from 80th to 28th thanks to the created e-commerce strategy and its well application for nine months. As the success of stated B2C e-commerce success model in this study is proved by the Esse’s B2C retail e-commerce case study, I believe that the e-business strategies and techniques presented in this report are invaluable for B2C e-commerce retail companies and e-business professionals.
La rapida crescita di Internet e delle tecnologie digitali negli ultimi dieci anni ha creato diverse opportunità per i marchi giovani e dinamici che seguono le tendenze tempestivo. Al giorno d'oggi, molti mattoni B2C e marchi di mortaio al dettaglio vedono l'opportunità di business online e saltare nel mondo dell'e-commerce per aumentare la loro portata dei clienti, ma molti di loro si delusi perché non capiscono i principi di e-business e non può creare un solido e-commerce strategia. Un marchio da cucina molto popolare al dettaglio chiamato Esse in Turchia ha iniziato la sua e-commerce viaggio con grandi speranze nel 2010, ma non è riuscito a soddisfare le aspettative di gestione per 2 anni in quanto non vi era una definita strategia e-business e di e-commerce B2C di know-how . Come una persona che ha imparato molto sui principi di mondo dell'e-business e internet più recenti tecniche di marketing grazie alla mia grande interesse nel business online, sapevo che avrei potuto prendere l'e-commerce del marchio Esse B2C al dettaglio ai livelli più alti. Utilizzo di tutta la mia conoscenza del business internet e analizzando la situazione attuale di Esse canale e-commerce di vendita nel mese di giugno 2012, ho creato un e-commerce B2C strategia di successo, determinato diversi indicatori per il monitoraggio dei progressi e riportato risultati mensili per 9 mesi, fino al fine di marzo 2013. L'applicazione e l'esecuzione del creato e-commerce B2C modello di successo ha generato risultati incredibili per Esse in 9 mesi e ha fatto un trasformazione del business per il suo canale e-commerce di vendita. Reddito netto mensile di Esse del canale e-commerce di vendita quasi quintuplicato e il suo titolo di entrata tra i negozi Esse passato da 80a-28i grazie alla creazione di e-commerce strategia e la sua applicazione anche per nove mesi. Come il successo del dichiarato e-commerce B2C modello di successo in questo studio è dimostrato dal Esse di B2C al dettaglio e-commerce caso di studio, credo che le e-business strategie e le tecniche presentate in questo rapporto sono di valore inestimabile per B2C e-commerce di vendita al dettaglio e professionisti dell'e-business.
B2C ecommerce success model and the case study of retail company Esse in Turkey
SENGUL, OLGU
2011/2012
Abstract
The fast growth of internet and digital technologies in the last decade created several opportunities for young and dynamic brands which follow the trends timely. Nowadays, many B2C brick and mortar retail brands see the opportunity in online business and jump into the e-commerce world for increasing their customer reach but many of them get disappointed as they don’t understand the principals of e-business and can’t create a solid e-commerce strategy. A very popular kitchenware retail brand called Esse in Turkey started its e-commerce journey with high hopes in 2010 but failed to meet the expectation of management for 2 years as there was not a defined e-business strategy and B2C e-commerce know-how. As a person who learned a lot about the principals of e-business world and latest internet marketing techniques thanks to my high interest in online business, I knew I could take the e-commerce business of Esse B2C retail brand to the higher levels. Using all my knowledge about the internet business and analyzing the current situation of Esse e-commerce sales channel in June 2012, I created a B2C e-commerce success strategy, determined several indicators for tracking the progress and reported results monthly for 9 months until the end of March 2013. The application and execution of the created B2C e-commerce success model generated amazing results for Esse in 9 months and made a business transformation for its e-commerce sales channel. Monthly net revenue of Esse’s e-commerce sales channel almost quintupled and its revenue order among Esse stores jumped from 80th to 28th thanks to the created e-commerce strategy and its well application for nine months. As the success of stated B2C e-commerce success model in this study is proved by the Esse’s B2C retail e-commerce case study, I believe that the e-business strategies and techniques presented in this report are invaluable for B2C e-commerce retail companies and e-business professionals.| File | Dimensione | Formato | |
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2013_04_Sengul.pdf
Open Access dal 11/04/2014
Descrizione: Thesis text
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https://hdl.handle.net/10589/75063