Online Retail Success: Nine Line Apparel

This assignment analyzes the successful transition of Nine Line Apparel from a traditional brick-and-mortar store to an online retailer. It examines the challenges and benefits of adopting both mobile and desktop platforms, highlighting the 1.24% and 1% sales increase on these platforms respectively. The assignment also delves into customer decision-making processes in online retail, comparing them with offline experiences and discussing factors influencing online purchasing behavior such as trust, user-friendliness, and security. Furthermore, it explores the integrated model of online retailing that considers customer needs and satisfaction to drive repeat business.

The future of the retail store; Nine Line Apparel – Best in Apparel
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Nine Line Apparel real store has been operating online in order to get more customers.
The manager of the real store explains how it has been difficult to adopt the e-platform for
business operations. To make online operations effective, Nine Line Apparel had to change with
changing technological business needs. Changing of business operations according to
technological advancements made it possible to adopt more than 75% of customers to their
online shopping platform. While adopting online business transactions, it was quite challenging
to choose from various alternatives the best mode of operations which was best suited the real
store (Stephens 2017, P. 56). The main two options which seemed viable for Nine Line Apparel
are; desktop platform application or Mobile platform applications. Later, Nine Line Apparel
business adopted both mobile application and desktop platforms since most of its customers had
access to computers and mobile phones. Up to date, the real store has noticed an increase on
sales of 1.24% and 1% on both mobile and desktop platforms respectively. Besides, Nine Line
Apparel reduced product bounce rate by 11% while increase in customer has hit 10,000.
To make online stores more effective, Katawetawaraks & Wang (2011, p. 67) focuses on
online customer decision making process while comparing it with offline decision making.

Though there is difference between the two, comparing the two alternative gives a clear
implication on what influences online customer to buy the product or shun away from the
product. After a thoughtful considerations, both offline and online purchasing had more
attributes that are common. The only difference was on physical inspection and interaction of
product before buying. When customer security is guaranteed, online purchasing attracts more
customers than offline buying. This was mainly attributed with convenience in terms of buying
and delivery. The article also focuses on factors that impedes online buying such as unsecured
customer payments and slow shipping and poor technology infrastructure between customers and
suppliers. Lastly, according to Katawetawaraks & Wang (2011, p. 70), managers of retail stores
have a responsibility to decide what has to be done to attract more customers. Managers should
make sure there is trust between retail and customers, user friendly platform has been established
and money back guarantee in cases product fails to meet customer satisfaction.
Similarly, according to Bui & Kemp (2013), online buying can be influence by other
factors such as previous online experience, customer emotions and norms. Due to the nature and
experience of shopping in regard to technological advancement, online retail business has
changed and integrated many aspects. Online retailing has moved from just buying of product, it
has to factor how customers get their product and if it meets their needs. The point of buying has
to meet customer needs and security measures. This brings up an integrated model that
incorporates different aspects that makes online customer feel satisfied and willing to come for
more product (Klanten, Ehmann & Borges 2013, P. 145). The article evaluates intensive aspect
on various theories that influence online buying and positive correlation between customer
norms, emotional response and repeat actions of online buying process.

Bibliography
Katawetawaraks, C & Wang, C. 2011. Online Shopper Behavior: Influences of Online Shopping
Decision. Asian Journal of Business Research Volume 1 Number 2 2011.pp. 66-72
Klanten, R., Ehmann, S., & Borges, S. 2013. Brand spaces: branded architecture and the future
of retail design. Berlin, Gestalten.
M-y Bui & Elyria Kemp. 2013. "E-tail emotion regulation: examining online hedonic product
purchases”. International Journal of Retail & Distribution Management, Vol. 41 Iss: 2 pp. 155 –
170
Stephens, D. 2017. Reengineering retail: the future of selling in a post-digital world. Figure 1
Publishing.