Master's Report: Comparing E-Business Customer Journeys in Retail

This report provides a comprehensive analysis and comparison of the customer journeys of two retail e-businesses: Tommy Hilfiger and Fossil. The report begins with an introduction outlining the scope of the analysis, followed by an examination of the features and processes of each e-business, including domain names, logos, taglines, navigation, content, social media integration, contact details, "about us" sections, page speed, and privacy policies. The core of the report focuses on comparing and contrasting the customer journey models of each business, evaluating online search, product discovery, product presentation, shopping cart functionality, order and checkout processes, and post-purchase experiences. The analysis draws on a customer decision journey model to understand consumer behavior. The report concludes with a summary of findings and recommendations for improving customer journeys, offering insights into how each business can enhance its online retail strategies. The report follows the guidelines of a standard business school Master's report, adhering to the academic rigor and criteria specified in the assignment brief.

Running head: GLOBAL E-BUSINESS
GLOBAL E-BUSINESS
Name of the Student
Name of the University
Author Note:

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Table of Contents
Introduction..........................................................................................................................2
Findings and Main Analysis................................................................................................2
Feature and Process of Two e-business...........................................................................2
Compare and Contrast Customer Journey.......................................................................4
Conclusion...........................................................................................................................7
References............................................................................................................................9

2GLOBAL E-BUSINESS
Introduction
The following report deals with customer journey model of two organization that is
Tommy Hilfiger and Fossils. Fossils stand out to be an American watch and lifestyle company
which aims in creativity rooted for authenticated and classic design (Fossil.com. 2020). The
organization aims in creating high-quality watches, jewelry which preserves the best of the past.
It merely focus on updating it for today. It merely focus on clean lines for mid-century and
modern looks of today. Tommy Hilfiger is considered to be as one of the leading designer
lifestyle brand (Global 2020). It is recognized on international platform for celebrating its
essence for classical cool style. This merely features with a twist design.
In the coming pages of report, an analysis has been done regarding the effectiveness of
feature and processes related to these two organization. This merely focus on customer journey
through e-business. The investigation provides both inside and outside of the two e-commerce
websites.
Findings and Main Analysis
Feature and Process of Two e-business
The whole domain of e-commerce is growing at a much faster rate. Some of the e-
commerce website are hardly surviving while others are making huge amount of profit (Bernard
and Andritsos 2017). The website of Tommy Hilfiger are merely focusing on user experience,
user interface, fast and reliable hosting. Both the organization have on the features of website
which has make it fast, safe, quick, and visually attractive. Some of the features of both website
has been discussed below:

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Domain name: It stand out to be the name, which is for the front door entry to the
business. Domain name is completely responsible for getting the required audience for the
website (Rosenbaum, Otalora, and Ramírez 2017). Both the business come up with domain
name, which will help in making difference in between customer browsing the website and end
up for competitor website.
Logo: There is need for much extra emphasizes on building a business logo for both the
organization. This merely works on the visual part, which focus on brand equity for both the
organization (Lemon and Verhoef 2016). Both fossils and tommy Hilfiger come up with a logo
for e-commerce, which has direct impact on customer.
Tagline: It highlights both vision and mission of the both the organization (Heuchert et
al. 2018). It aims to create a sound tagline which aims to cover a list of thing which the business
can image for product and services.
Navigation: Navigation of the website stand out to be key success parameter for the e-
commerce website. Both the organization comes up with clean, clear, and user way of navigation
(Krarup, Lassen and Madsen 2018). Two vital aspect which helps in developing relationship
between client and product are user interface and user experience.
Content: This stand out to be an important challenge for most of the e-commerce
website. In order to have better result for search engine result pages, there is need for adding
fresh and unique content on the website (Terragni and Hassani 2018). Any kind of avoiding can
duplicate the product description. It helps in enhancing the overall site quality and increase in
keyword density in order to avoid plagiarism.

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Social Media: Both the website of Fossils and Tommy Hilfiger has social media icons on
the main page of website. This merely helps the buyers of the organization through social media
channel like Instagram, twitter, and Facebook (Canfield and Basso 2017). Business need to focus
on some social media channel as more people are joining and making use of social media
platform.
Contact Details: Both the websites has kept their information at the very right corner of
the main menu. In addition, this is on the bottom of the website, which enhances the overall
authenticity of the business (Halvorsrud, Kvale and Følstad 2016). A visitor can contact as soon
as they want to contact the organization as per the requirement.
About us: Both the website comes up with the option of about us, which highlights the
efficiency of story regarding the brand and its audience (Ballestar, Grau-Carles and Sainz 2018).
An individual can make the about us page much more compelling as it provides the option of
introducing the business to its visitor.
Page Speed: Both the website come up with fast loading web-pages. There is need for
analysis and optimization of website with tools for page speed. It merely focus on the required
practices related to web performance.
Privacy Policy: Fossils and Tommy Hilfiger comes up with privacy policy, which helps
in building trust (Haugstveit, Halvorsrud, and Karahasanovic 2016). There is need for proper
trust with customer for most of e-commerce website. E-commerce privacy policy makes the
whole business much more trustworthy and transparent in nature.

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Compare and Contrast Customer Journey
Customer Decision Journey is a well-known model which describes how consumer
purchase decision. This stand to be non-linear for its meaning regarding action with respect to
overlap. It merely repeats until and unless the last decision of purchase instead of following it
successively (Bernard and Andritsos 2017). It merely focus certain number of factors like
customer loyalty and post purchase experience after the purchase of the model.
Fossils
On the website of fossil, user need to first access its website. In the upper section of
website, there is a list of section available like women, men, watches, smart watches, bags,
wallets, jewelry, and sale and collection club. On the homepage, the organization aims to provide
a list of promotion and offers for its world-wide user (Rosenbaum, Otalora and Ramírez 2017).
On the product discovery section, there is option of search and filtering for different products. A
list of categories are there for different category of products for men and women. There is need
for sorting and ordering a product as per the choice of customer. The website of fossils provides
recommendation to user as per previous and current way of buying the product.
In the case of product presentation, there is a list of case provided, like description of
product, images, and other kind of media, configuration of product, pricing, and other kind of
option (Lemon and Verhoef 2016). The cart management section of the website provides options
of shopping, wish list, related services, and different kind of recommendation. In the last section
that is check out, customer of fossil need to focus on login, option of order, payment option,
order tracking and other kind of services. The website of Fossil provides the option to shipping

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to most of the location on global platform. Customer can even keep a track of their order
products on website under the section of order status.
Fig 1: Online Retail Environment
(Source: Heuchert et al. 2018)
Tommy Hilfiger
Most of the customers can buy products by making use of mobile device and interact
with the brand in list of ways. CDJ model helps in underlying the importance of communication,
which run in both the direction across various devices. Both recommendation and review play a
key role in whole process of purchasing (Krarup, Lassen and Madsen 2018). One of the vital
aspect of customer buying model is that customer relationship should not stop right after the
purchase has been done. Customer of Tommy Hilfiger can act like an influencer by product
rating. This will ultimately promote image of brand.
The model of consumer journey aims to highlight complex nature regarding the process
of purchase. It is extended to the traditional model by taking into account some of the points.

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Tommy Hilfiger does not option of direct buying any goods from their official website (Terragni
and Hassani 2018). Instead of that, they come up with chain of stores on global platform where
customers can go and buy required goods. On the official website, user can view a list of latest
products launched by the company. The products of this brand are available on some of the top
e-commerce website, like amazon. Under the hamburger icon, the website of tommy Hilfiger
provides merely provides four options that are collection, about us, careers and newsroom.
The website provides the option of following on some of the well-known social
networking sites like Twitter, Instagram, Facebook, and others. The website provides some
option of collection like overview, TOMMYNOW, Women, men, Tommy jeans, Tommy sports,
and kids section (Canfield and Basso 2017). Under the newsroom section, customer can have
overview, latest press release, and press contacts. In the about us section, the website provides a
list of option like overview, biography, management, brands, sustainability and retail stores.
Conclusion
The above pages of report help us in concluding the point that the report is all about
evaluation regarding the effectives of both features and processes related to two e-business. The
analysis provides a complete investigation both inside and outside the website of these two
organization. The report includes some of the basic steps like evaluation of online search,
discovery of product, presentation of product, shopping cart, order, and process of checkout. In
addition, this also focus the past process for purchase. Customer Journey model stand out to be
high-level, readable diagram which emphasizes on customer experience ignoring the internal
processes. This model merely help the organization in better understanding of customer needs,
concern and expectation. The report provides compare and contrast in customer journey in two

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of the organization that is Tommy Hilfiger and Fossils. Both the website have global presence
and are famous on international platform due to their uniqueness.
References
Ballestar, M.T., Grau-Carles, P. and Sainz, J., 2018. Customer segmentation in e-commerce:
Applications to the cashback business model. Journal of Business Research, 88, pp.407-414.
Bernard, G. and Andritsos, P., 2017. A process mining based model for customer journey
mapping. In Forum and Doctoral Consortium Papers Presented at the 29th International
Conference on Advanced Information Systems Engineering (CAiSE 2017) (Vol. 1848, pp. 49-
56). CEUR Workshop Proceedings.
Canfield, D.D.S. and Basso, K., 2017. Integrating satisfaction and cultural background in the
customer journey: A method development and test. Journal of International Consumer
Marketing, 29(2), pp.104-117.
Fossil.com. 2020. Fossil - The Official Site For Fossil Watches, Handbags, Jewelry &
Accessories. [online] Available at: <https://www.fossil.com/en-in/> [Accessed 21 March 2020].
Global, T., 2020. [online] Available at: <https://global.tommy.com/> [Accessed 21 March 2020].
Halvorsrud, R., Kvale, K. and Følstad, A., 2016. Improving service quality through customer
journey analysis.
Haugstveit, I.M., Halvorsrud, R. and Karahasanovic, A., 2016, May. Supporting redesign of C2C
services through customer journey mapping. In Service Design Geographies. Proceedings of the
ServDes. 2016 Conference (No. 125, pp. 215-227). Linköping University Electronic Press.

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Heuchert, M., Barann, B., Cordes, A.K. and Becker, J., 2018. An IS perspective on omni-channel
management along the customer journey: Development of an entity-relationship-model and a
linkage concept. MKWI 2018-Multikonferenz Wirtschaftsinformatik.
Krarup, M.Z., Lassen, N.B. and Madsen, R., 2018. Predicting AIRBNB Sales with Google
Searches in a Customer Journey Context. In Symposium i anvendt statistik: 22.-24. januar
2018 (pp. 32-49). Københavns Universitet.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), pp.69-96.
Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C., 2017. How to create a realistic customer
journey map. Business Horizons, 60(1), pp.143-150.
Terragni, A. and Hassani, M., 2018, August. Analyzing customer journey with process mining:
From discovery to recommendations. In 2018 IEEE 6th International Conference on Future
Internet of Things and Cloud (FiCloud) (pp. 224-229). IEEE.