Online Enterprise - Part 1 - Website Design

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Table of Contents
Online Enterprise – Part 1 – Website Design.............................................................................3
Introduction..........................................................................................................................3
Three Successful E-commerce Websites.................................................................................3
Website 1: Nike.....................................................................................................................3
Benchmarking - Persuasive Features of Nike................................................................4
Advantages and Disadvantages of Nike........................................................................17
Practical Limitations of Nike.........................................................................................18
Commercial Limitations of Nike...................................................................................18
Legal Limitations of Nike...............................................................................................18
Supply chain process of Nike.........................................................................................18
Website 2: Adidas...............................................................................................................19
Benchmarking - Persuasive Features of Adidas..........................................................19
Advantages and Disadvantages of Adidas....................................................................30
Practical Limitations of Adidas.....................................................................................30
Commercial Limitations of Adidas...............................................................................31
Legal Limitations of Adidas...........................................................................................31
Supply chain process of Adidas.....................................................................................31
Website 3: Hub...................................................................................................................31
Benchmarking - Persuasive Features of Hub...............................................................32
Advantages and Disadvantages of Hub........................................................................44
Practical Limitations of Hub.........................................................................................45
Commercial Limitations of Hub....................................................................................45
Legal Limitations of Hub...............................................................................................45
Supply chain process of Hub..........................................................................................45
E-Commerce Website Design – ArZu’s Footwear – (Website 4)...................................46
Five introductive features..............................................................................................47
Advantages and disadvantages of ArZu’s footwear....................................................51
Advantages......................................................................................................................51
Disadvantages..................................................................................................................52
Practical limitations of ArZu’s Footwear.....................................................................53
Commercial Limitations of ArZu’s Footwear..............................................................53
Legal limitations of ArZu’s Footwear...........................................................................53
Supply chain process of ArZu’s Footwear Company..................................................53

Conclusion...............................................................................................................................54
List of References...................................................................................................................56
Appendices..............................................................................................................................58
Appendix 1: Activity 1 – 100 Words Summary...............................................................58
Appendix 2: Activity 2 - Business Canvas Model............................................................58
Appendix 3: Activity 3 – Website Plan.............................................................................58
Appendix 4: Activity 4 – Five website pages....................................................................58
Appendix 5: Activity 5 – Presentation Slides...................................................................58
Appendix 6: Activity 8 – Benchmarking Slides...............................................................58

Online Enterprise – Part 1 – Website Design
Introduction
The continued growth of the internet technologies has provided a good platform and great
opportunities for business to expand their businesses. E-commerce, which is the use of
internet to perform business, has expanded the market and target audience for the various
businesses. Additionally, technological revolution has enhanced economic transactions and
are now easier and faster and this fact has further enhanced adoption of e-commerce across
the world. It is expected that online retailing will change as new technologies, distribution,
and sales channels continue to emerge that allows both the retailers and the customers to use
it anytime, anywhere, whether at work, school, home, or while travelling (Endo, Yang and
Park, 2012). Such developments have had a significant impact on retailing. Nearly all the
retailers ate re-assessing each element of their operations from marketing, customer service,
order fulfilment. Logistics, store design, advertising to merchandising.
Three Successful E-commerce Websites
This section will discuss three successful websites including Nike, Adidas, and Hub
Footwear. These are examples of footwear businesses that have embraced online retailing and
have enjoyed numerous benefits.
Website 1: Nike
In the past few years, Nike was using the brick and mortar strategy to sell its merchandise.
The company realized that the strategy was slow in addressing the dynamic customer
preferences and the company had started to experience some loses. In response to this, the
company adopted the online enterprise strategy, and this changed the way the company does
its business. The company developed its e-commerce website, Nike.com, and mobile
commerce app, Nike+. The company focused on customer experience to allow the enjoy
while shopping online just as if they were in a physical store. This strategy was effective and
up to now the company is reaping the benefits of online retailing. The company is constantly
experimenting and improving the customer experience to make sure that they meet the
customer experience.

Benchmarking - Persuasive Features of Nike
Nike.com has great features that attracts the customers’ attention. They include:
 First sight impression
Figure 1: First sight impression (Source: Nike.com, 2019)
 The menu is clear and basic, customers can easily find the brands they want by
clicking the brands icon also where they actually want to shop from.
Figure 2: Clear and readable Menu (Source: Nike.com, 2019)
 Gives the customers the functionality to customize the shoes

Figure 3: Shoe customization (Source: Nike.com, 2019)
 High resolution images
Figure 4: Use of High-Resolution Images (Source: Nike.com, 2019)
 Customers can easily find the shoes which are they looking for from those little icons
on the top of the website.

Figure 5: Guiding Icons (Source: Nike.com, 2019)
 Login, help, shopping basket/bag, language icons are nice and clear also search
bottom is very visualize
Figure 6: Clearly and nicely laid out icons (Source: Nike.com, 2019)
 The website has categorized the products and the users have been given various
options for search and filter

Figure 7: Search and Filter (Source: Nike.com, 2019)
 Straight and clear to the point product details
Figure 8: Product Layout (Source: Nike.com, 2019)
 Simple sign-up page