SOEN6059 Online Enterprise: E-commerce Website Design, Case Study

This report provides an analysis of online enterprise and e-commerce website design, focusing on case studies of Nike, Adidas, and Hub Footwear, as well as a proposed design for ArZu's Footwear. It benchmarks persuasive features of each website, identifying advantages, disadvantages, practical, commercial, and legal limitations, and outlining their supply chain processes. The report also includes introductory features for ArZu’s Footwear, analyzes its potential limitations, and concludes with a summary of key findings and recommendations for effective online enterprise strategies. Appendices include summaries, business canvas models, website plans, page designs, and presentation slides.

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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

Figure 9: Sign up page (Source: Nike.com, 2019)
 Customers can easily find everything they want just under the bottom of the page
including social media, terms and conditions, helps, delivery and returns, gift cards,
student discounts, company details and more.
Figure 10: More Information (Source: Nike.com, 2019)
 It has a great login/sign in page with an option to sign in with Facebook

Figure 11: Sign in Page (Source: Nike.com)
 A simple registration page that is appealing with an option to register with Facebook

Figure 12: Registration Page (Source: Nike.com, 2019)
 It also allows users to select their location

Figure 13: Location (Source: Nike.com, 2019)
 It also allows customers to select the stores that are near them
Figure 14: Store Location (Source: Nike.com, 2019)
 The website also provides information about the company that could be relevant to
the customer like the history of the company