Greenwich Butcher E-Commerce Website Development: A Case Study

This report presents a case study on the development of an e-commerce website for Greenwich Butchers, focusing on the technologies used (PHP, HTML, CSS, JavaScript, and MySQL), the business issues the butcher shop might face when transitioning online (including online identity verification, omni-channel customer service, old selling methods, shopping cart abandonment, customer loyalty, and product returns), and recommendations for overcoming these challenges. The report includes a requirement analysis and design section with a use case diagram. It concludes that implementing an online presence can benefit Greenwich Butchers by increasing sales and improving customer service, provided that potential drawbacks are addressed with intelligent solutions.

Running Head:GREENWICH BUTCHER E-COMMERCE WEBSITES
GREENWICH BUTCHER E-COMMERCE WEBSITES
Name of the Student
Name of the Organization
Author Note

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Table of Contents
Introduction................................................................................................................................2
Used Technology for development of the site...........................................................................2
PHP........................................................................................................................................2
HTML....................................................................................................................................2
CSS.........................................................................................................................................3
JavaScript...............................................................................................................................3
MYSQL..................................................................................................................................3
Business issues Greenwich Butchers may face on going online platform.............................4
1. Absence in Online Identity Verification........................................................................4
2. Delivery of the Omni channel customer related service................................................4
3. Stuck at old schooling ways of the selling.....................................................................4
4. Abandonment of the Shopping carts..............................................................................5
5. Maintaining of the customer loyalties............................................................................5
6. Product return and refund...............................................................................................5
Recommendation........................................................................................................................5
Requirement Analysis and Design:............................................................................................7
Process of Undertaking Analysis:..........................................................................................7
Requirement Specification:....................................................................................................7
Use Case Diagram:.................................................................................................................8
Conclusion..................................................................................................................................8
Bibliography...............................................................................................................................9

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Introduction
Software tools such as JavaScript, HTML, CSS and MYSQL were used to create the
ecommerce business website for the Greenwich Butchers shop. The shop faced issues
regarding management and tracking of the stock levels, as all these jobs were done manually
with consumed time and also increased the expenses of the customers. The website will be
providing a great help to Greenwich Butchers shop to resolve their stock related problem, and
also to manage their customers with a better and more advanced approach.
Used Technology for development of the site
PHP
PHP code might be implanted into HTML or HTML5 markup, or it very well may be
utilized in blend with different web format frameworks, web content administration
frameworks and web systems. PHP code is generally handled by a PHP translator actualized
as a module in the web server or as a Common Gateway Interface (CGI) executable. The web
server programming consolidates the consequences of the deciphered and executed PHP
code, which might be any sort of information, including pictures, with the created page. PHP
code may likewise be executed with an order line interface (CLI) and can be utilized to
implement standalone web applications.
HTML
Another software tool that was used in order to build the ecommerce website for
Greenwich Butcher Software was HTML. HTML can be also defined as Hybertext Markup
Language. In order to build the ecommerce website HTML serves mainly two purpose. It is
basically used to hold the contents in the website and it also gives a proper structure to the
website. HTML is an important software tool in order to build the ecommerce website
because in case of ecommerce websites the structure is the most important aspect in the

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ecommerce stores. The ecommerce website are changing consistently based on the
requirements of the customers and what type of thing the customers are searching in the
website. This means that the HTML pages requires update frequently in order to generate
new contents in the pages of the HTML.
CSS
Cascading Style Sheets commonly known as CSS is basically used to describe the
documents which is basically written in the mark-up language. CSS is also a popular
technology in the world of wed just like HTML and the JavaScript. In the development of the
ecommerce website CSS played an important role to make the website look attractive in
appearance and also it helps in the positioning of the elements individually. HTML and CSS
works hand in hand, which means that HTML provides the required structure to the website
and CSS is used to make the website attractive to the customers.
JavaScript
Software tools used to build the ecommerce websites include JavaScript. JavaScript
can be defined as a programming language that is mostly used in the web. It comes out to be
very powerful in case of usage in the servers and for other kinds of applications as well. The
main roles that JavaScript played in designing of the ecommerce websites includes addition
of interactivity to the websites and it also plays an important role in order to connect to the
backend servers. It also plays an important role in the tracking and also analytics of the
customers.
MYSQL
The databases that was used to build the website was MYSQL. It can be defined as a
relational database management system. It is considered as a popular technology related to
database in the ecommerce websites. It makes it easy to scale up in case of any need and it is

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also able to accommodate a huge amount of data and information. By the use of MySOL
ecommerce website the shop will be able to get the maximum benefits from the ecommerce
websites and also develop a kind of integration between the ERP and the CRM software.
Business issues Greenwich Butchers may face on going online platform
There are numerous issues that Greenwich face if they decide to sell their products online.
The issues are mentioned below-
1. Absence in Online Identity Verification
When the customer visits the ecommerce websites and then signs-up, the portal will
be unaware of the customer’s information that he has shared. The portable will be unable to
detect whether the customer is genuine or not. This may lead to a huge loss of the revenue.
2. Delivery of the Omni channel customer related service.
The customer can contact the shop any time. He can visit website and contact the
agents and even leave a message through the live chat or the messaging platform. The
modern tools makes it capable for the organization to serve all the customers across all the
touch points, the channels and the journeys.
3. Stuck at old schooling ways of the selling
One of the main reason what Greenwitch Butchers can face is related to old schooling
ways selling. The reason why they can face difficulty because they can be stuck with that of
the old ways of the selling. Most lack the necessary insights with that of the behaviour of the
customers and their buying pattern which will be helping the organization to understand the
current scenario.

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4. Abandonment of the Shopping carts
Abandonment of the shopping cart can be considered as one of the biggest issues that
that Greenwich shop can face in the business industries. An example can be considered that
the giant Nordstrom basically started the e-commerce portals, witnessed a huge drawback due
to cart abandonment, customers abandoned the cart due to some tedious and some buggy
checking processes.
5. Maintaining of the customer loyalties
No matter how the website looks in terms of looks, it would fail to build the loyalty
and the trust of the customers. One of the main reason why GreenWitch companies can
struggle in trust building is because the seller as well the buyer does not have one on one
interaction nor they are able to see each other , unlike the case of street shopping. It will take
a plenty of time of the company in order to build trust from the customers and also be loyal to
them.
6. Product return and refund
In a survey it was found that the consumers basically check for the return policies
before making any kind of purchase. When the product is returned there is a dissatisfaction
among the customers and it suffers a loss in the business. The logistics and the shipping
prove to be scary issue for the e-commerce sellers who is basically delivering the products
free.
Recommendation
The issue can be solved by taking the proper steps in order to verify the customer
related information. First the computer must detect the signs of any kind of suspicious
activities of the customers. The website must detect if there is any kind of fake phone number
registered to the websites and when the customer makes a cash on delivery purchase the

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automated call must be dialled to the customers in order to verify his or her address. The team
should be accommodated with the correct technology. Identification of all the channels.
Integrate and also optimize the channels by the addition of personalized messages and also
offer a one to one interaction with the help of live chatting and also video calling. The
products can be offered on the basis of a prominent marketplace like that of Amazon and
eBay as all these websites have an existing buyers and the branding of the products will be
quite easy. Segmentation of the visitors will be allowing the organization to keep a focus in
the visitors of the websites on the basis of the past conversations, browsing behaviours, the
referral pages and many more. This will be allowing the Greenwich Shop to anticipate the
needs of the customers and also offer them a personalized service such as a free home
delivery systems and convert in an easier manner. Redesigning of the shopping cart is needed
in order to make sure that the cart is bug free. The live chat solution comes out as a great
solution to this kind of problems. Video segmentation helps in reaching out to the customers
during the key stages of the journey.
Visitors can be tracked who left the checking out process without placing any kind of
orders. In order to earn the loyalty of the customers, one must provide an excellent customers
servicing services. Greenwich Butchers must ensure that while ordering online the customer
is fully satisfied with the services. There will be a competition from the online retailers that
might sell the product, so the shop must identify the advantage and then nurture the
customers accordingly. Some ways to increase the trust of the visitors include displaying of
the address, picturing staff, the customer’s testimonials and others. Addition of the live
chatting systems. Creation of the blogs also help to build the trust in the e-commerce
websites.

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Requirement Analysis and Design:
Process of Undertaking Analysis:
Understanding the client requirement is the most essential phase in analysis. The
organization, Greenwich Butchers, wants an e-commerce system that can be used by both the
customers and admin. In order to understand the interaction between user and system, use
case diagram can be a very good approach.
Requirement Specification:
The main requirement of the system are a server programming language, HTML,
CSS, JavaScript, a database that can be suitable with server side language. The PHP and
MySQL are the most efficient and easy technology to develop an e-commerce system. The
system will have different login verification for customer and admin. If not logged in then the
system cannot be used. The authorization for customer and admin is different. The system
will allow only customer to register. The admin registration has to be done directly into
database.

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Use Case Diagram:
Figure 1: Use Case Diagram of Greenwich Butchers System
(Source: Created by Author)
Conclusion
From the above discussion it can be concluded that Greenwich Butchers will get
benefit if they implement the online e-commerce website in their organization structure.
There will an increase in the sale rates and will also benefit the customers if the organization
shift from manual approach to a digital kind of approach. But regarding the online websites
there are also certain drawbacks that Greenwich Butchers might face regarding the customer

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satisfaction and stock related issues. So in order to resolve all the issues related to online
websites there are certain recommendations that can provide a great help in resolving the
problems and achieve sales growth. So online website system can be introduced to the
Greenwich Butchers but this should be done by using an intelligent approach.
Bibliography
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Multilevel Framework and Global Firm Strategies. In Emerging Issues in Global
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Chaffey, D., 2015. Digital business and e-commerce management. London: Pearson
Education Limited.
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oriented usability heuristics: e-commerce websites evaluation. Computer Standards &
Interfaces, 50, pp.160-178.
Laudon, K.C. and Traver, C.G., 2016. E-commerce: business, technology, society.
Lim, S.F.W., Jin, X. and Srai, J.S., 2018. Consumer-driven e-commerce: A literature review,
design framework, and research agenda on last-mile logistics models. International Journal
of Physical Distribution & Logistics Management, 48(3), pp.308-332.

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