Next: E-Commerce Strategy, Design, and Implementation Report

This report provides a detailed examination of e-commerce strategies and solutions, focusing on the British company Next. It covers various aspects, including types of e-commerce strategies such as website navigation, high-quality product descriptions, personalization, and email marketing. The report also delves into designing an e-commerce solution, including platform selection, user experience, data analysis, and consumer targeting. Furthermore, it analyzes factors and resources crucial for e-commerce success and differentiates between various payment systems. The report outlines the design and functionality of an e-commerce solution, emphasizing the steps involved in implementation, such as planning and channel utilization. A SWOT analysis is included to evaluate the strengths, weaknesses, opportunities, and threats related to the implementation, culminating in an evaluation of the overall success of the e-commerce implementation. The report emphasizes the importance of adapting to the dynamic business environment to achieve specific business goals.

E-Commerce & Strategy
Designs

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 3............................................................................................................................................1
P3: Types of strategies for an E-commerce solution...................................................................1
P4: Designing of an E-commerce solution..................................................................................2
M3: Analysis of factors and resources.........................................................................................4
M4: Differentiation between the types of payment systems........................................................4
D3: Design and Functionality of E-Commerce Solution.............................................................4
TASK 4............................................................................................................................................5
P5: Implementation of an E-Commerce Solution........................................................................5
M5: SWOT analysis.....................................................................................................................6
D4: Evaluation of the success of E-commerce implementation..................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
E-Commerce refers to the buying and selling of goods and services over a broad network
online. It is a strategy which is helpful for the businesses so that they are able to achieve their
particular goals and objectives in the future (Cai and et.al., 2018). By making its use the
businesses are able to ensure that they can attain a higher-level of efficiency and effectiveness
and can raise their overall profits. This report is based on Next. It is a British company which
deals in several consumer products. In this report, a detailed focus will be made on Discussion of
types of strategies, Describing of an E-Commerce solution. Additionally, specific analysis will
be made on Implementation of a E-Commerce solution as a part of this particular project.
TASK 3
P3: Types of strategies for an E-commerce solution
An organization has to ensure that it can make the use of the different types of strategies
so that it can channelize its growth in the future (Choshin and Ghaffari, 2017). The following
types of strategies can be used by Next-
Better Navigation and Search Capability- If the e-commerce website of a company has
better navigation and search capability it can ensure that the company is able to attract its
customers (Giuffrida and et.al., 2017). This can happen as the better interface can ensure that the
goals and objectives can be achieved effectively and efficiently. Next has to make sure that its
websites provide this feature to its customers which will help them a lot as they will be able to
purchase the necessary products.
High-quality photographs and descriptions- In an e-commerce website high-quality
photographs and descriptions can be used for the different products (Holland and Gutiérrez-
Leefmans, 2018). Therefore, this will help a company like Next to make sure that its customers
are attracted through their use which will be very helpful in increasing the sales of the different
products and thereby enhancing the overall revenues and profitability level.
Personalization of Home Page- Personalization of Home Page of the e-commerce
websites of the organizations is helpful in ensuring that the customers are able to navigate
through the website easily. For this it is required that the Home Page of the e-commerce websites
can be made even more better. This requires specific improvements to be made in it so that the
1

customers are able to navigate through it easily. Thus, In the context of Next it can be an
effective e-commerce strategy which can be quite helpful for it in personalizing its products.
Focusing on Consistent and Unique Content- It is important for the companies that
they are able to provide a consistent and unique content to be delivered to the customers (Hua,
2016). Therefore, for Next it can be highly important that it modifies its e-commerce strategies in
such a manner so that it can help a lot in easily providing the required level of satisfaction to the
customers. Thus in this way the company can ensure that it is able to attain its different goals and
objectives easily without facing various types of problems and issues.
Enhancing Email Marketing- Through Email Marketing the organizations can make
sure that they are able to Email their different customers about their products and services. Thus
if Next brings new products and services and uses innovative approach in these products and
services then the awareness level of the customers can be raised. For Next Company it is is
important that its use can be made for attracting the customers and for the purpose of bringing a
much-required increase in the overall level of revenues.
Optimizing Shopping Cart and Checkout- Shopping Cart which is used in E-
Commerce websites needs to be optimized and the Checkout process which is being used must
be made smoother. Thus, It is very important for Next that it is able to ensure that a thorough
optimization of this experience can be done which will be helpful for its customers in easily
navigating through the website and purchasing the desired products and availing the required
services.
P4: Designing of an E-commerce solution
Specific requirement- Technology in a dynamic business environment can change very
quickly. Therefore it becomes important for the organizations that they are able to adapt to the
changes under it in the right manner so that the goals and objectives can be attained in the future.
Therefore, it has been decided by the management of Next that it has to put its focus on
enhancing and developing its e-commerce website by bringing significant improvements to it.
The company plans to improve its interface so that it can attract the customers effectively and
efficiently.
For the purpose of implementation of this strategy the company can design an e-
commerce solution. This solution will be as follows-
2

Using the right platforms- For the best implementation of an e-commerce strategy of a
company it is important for it to use the right platforms (Janjevic, Winkenbach and Merchán,
2019). Therefore, for Next it becomes important that it makes use of the already existing e-
commerce platforms to provide the products and services to the different types of customers.
This will help in ensuring that the revenues and overall profits can be enhanced. Also by learning
from the ideas used by these websites the company can ensure that the use of these ideas can be
made by it so that it can easily upgrade the interface of its own website also.
Design & User Experience- For implementing an e-commerce strategy it is crucial for
the companies that they are able to identify the particular design and user experience which has
to be framed (Ji and Sun, 2017). Thus, Next has to make sure that it improves it by identifying
the different types of needs and requirements of its customers the design and user experience of
its own website can be improved by adding new features to the website.
Providing seamless experience for the customers- The implementation of an e-
commerce strategy requires that seamless experience should be provided to the different
customers. Thus, In the context of Next it is important that its website provides the customers
with seamless experience which is therefore helpful for it in ensuring that they can attain goals
and objectives related with the customers quite easily.
Paying attention to the data- Implementation of an e-commerce strategy it is crucial
that the attention to the customer data is given (Khan and Uwemi, 2018). Therefore, Next has to
make sure that the data of its customers is given relevant attention. Thus, In this way the
company will be able to ensure that it obtains the feedback from the customers about its current
website and updates it accordingly so that it is able to update it and make its interface better for
them.
Targeting the consumer directly- In an e-commerce strategy it is very crucial that the
targeting of the consumers can be done properly. Thus, for Next it is very important that its
consumers are targeted through the use of analytics of e-commerce websites. Therefore, in this
way the important information can be obtained and the website can be made better for them.
Personalization- Through the use of this e-commerce strategy the personalization of the
information can be done. Therefore, In the context of Next it is quite crucial that the
customization of its website can be done according to the needs and requirements of the
customers so that the website can be made better.
3

Follow-Up of Abandoned Carts- This needs to be done by the companies so that they
are able to find out the reason due to which the cart was filled up with different types of items
but some of them were not purchased by them. Thus if Next is able to do so it will ensure that the
follow-up of its customers can be done effectively and efficiently. Also in this way relevant
improvements can be made in the right manner in the website.
M3: Analysis of factors and resources
Different types of factors and resources have to be considered by the organizations while
designing their e-commerce strategy. For Next, it is therefore crucial that it makes a thorough
analysis of these factors and resources so that it is able to ensure that it can achieve its goals and
objectives related with enhancement of sales and revenues easily. In this way the company will
be able to ensure that it can identify the way of facilitating an improvement in its e-commerce
website so that it can adapt to the dynamic needs and requirements of the customers and can
fulfil them.
M4: Differentiation between the types of payment systems
In e-commerce websites, various types of payment systems can be used by the customers
for making the desired payment for the goods which they are purchasing or the services which
they want to avail. Thus, it is important for Next that it is able to identify and differentiate
between the payment systems. Its customers can be provided with the options like Debit Card,
Credit Card, Net Banking, E-Wallet etc. to them which will help them a lot in making the
payment easily and thus ensuring that the interface of the website can accept all these modes.
Thus it can be said this type of differentiation is needed for ensuring that the customers are given
a wide range of choice which will help them in making their payment in the right manner.
Therefore for a company like Next it is quite essential that it provides the different types of
payment systems so that the payment can be done in the right manner.
D3: Design and Functionality of E-Commerce Solution
The Design and Functionality of E-Commerce Solution of Next Company i.e.
Improvement in the E-Commerce Website has to be made by it to facilitate the providing of
appropriate services to the various customers. Thus there is a requirement for the managers of the
company that they are able to pay attention to it so that improvements can be made if they are
necessary. This will help the company in attracting the customers towards its website and
4

ensuring that the level of sales can be raised and the overall profits can be enhanced. Next has to
ensure that it is able to implement its e-commerce solution effectively and efficiently so that the
different types of customers can be targeted by it which will help in ensuring that the attainment
of goals and objectives is done in the right manner.
TASK 4
P5: Implementation of an E-Commerce Solution
For the purpose of implementing an E-Commerce Solution it is important that appropriate
steps are taken by the organizations. Thus Next has to take the following steps so that its E-
Commerce Solution of Improving the interface of its website can be implemented-
 Planning- Appropriate plans have to be made by the organizations so that they are able
to identify the way the E-Commerce strategy can be implemented (Pagès‐Bernaus and
et.al., 2019). If Next wants to make relevant improvements in its website then it has to
plan the way these improvements will be made which will make the whole process a lot
easier for the company.
 Embracement of all possible channels- Different types of channels can be used by the
customers for ensuring that they are able to reach the customers effectively (Sharma and
Aggarwal, 2019). Thus for the purpose of making an improvement in the interface of the
website Next will be required to identify the different channels which can be used by it.
Thus in this way the company will be able to ensure that it can bring improvements in its
website by using the most suitable channel.
 Determination of consumer segments- For a personalized experience it is very
important for the organizations to focus on different types of consumer segments and
ensure that its e-commerce strategies can be focused on them and their various types of
needs and requirements (Trad and Kalpić, 2016). Thus, it is important for Next to identify
the needs and requirements of these segments so that the website can be updated and
upgraded accordingly for meeting these needs and requirements effectively and
efficiently.
 Making touchpoints a shopping haven- For implementing an e-commerce strategy it is
necessary for the organizations to identify the various touchpoints. By identifying them,
the managers of Next will be able to ensure that they are used properly to target the
5

customers. Thus by making the website of the company better in dealing with the
customers the use of these touchpoints can be made and thus this can be the way of
ensuring that e-commerce strategy of the organization is successful. For the improvement
of e-commerce website it is important that these touchpoints are used appropriately so
that the needs and requirements of the customers are realised and actions are taken
accordingly.
 Maintaining consistency in brand image- Brand Image of Next can be maintained by
increasing the level of consistency (Vakulenko, Hellström and Hjort, 2018). Therefore, In
the context of the company it is important that it is able to maintain its e-commerce
website and can improve in it so that it can remain consistent with the customers and
therefore can develop its Brand Image. This will be helpful for it in the attainment of the
relevant goals and objectives in the future.
M5: SWOT analysis
SWOT analysis- This is an internal analysis in which a detailed assessment of the
internal position can be done which will help in ensuring that the overall goals and objectives can
be attained in the future. Therefore, Next has to make sure that it is able to carry out this analysis
so that the overall assessment of the internal position is carried out in the right manner
effectively and efficiently.
Strengths Weaknesses
 Detailed targeting of the customers-
In Next the different types of the
customers can be targeted through
bringing an improvement in the e-
commerce website. Thus in this way
this helps the company to enhance its
revenues.
 Good interface- In Next improvement
in the website offers the company an
opportunity to make sure that it is able
to give the customers a right interface
 Lack of effective penetration- Next
has not been able to penetrate into the
market sufficiently by using its e-
commerce strategies and is behind its
competitors in terms of website
improvement.
 Lack of awareness- The customers of
Next are not aware about the
improvements in the e-commerce
strategies of the company which
therefore can impact its online business.
6

for purchasing the products and
availing the services.
Opportunities Threats
 More share in the market- In the
market more market share can be
obtained by Next if it improves its e-
commerce website sufficiently which
will enable it to be able to target more
customers.
 Higher-level of profits- In the market
higher-level of profits can be
maintained by Next if it sufficiently
improves its e-commerce website so
that the customers can be targeted.
 Competition- The competitors of Next
are ahead of it in the terms of E-
Commerce Strategy and this can
therefore affect the improvement in e-
commerce website which it plans to
bring.
 Government policies- The government
policies regarding e-commerce can
change quickly and thus in this way this
can impact the e-commerce strategy of
improvement of Next.
D4: Evaluation of the success of E-commerce implementation
The e-commerce strategy which is planned for use by Next can be very useful because in
this way relevant improvements can be brought in the e-commerce website which is being used
by it. Thus In the context of Next, it is important that by making the use of careful planning
approach it is able to ensure that it can bring the required improvements easily in its website
which will help it in becoming successful in the field of e-commerce effectively and efficiently.
Thus it can be said that by ensuring the application of E-Commerce Strategy the company can
make sure that its customers are able to shop more and thus the overall revenues can be enhanced
and the level of profits can be increased.
7

CONCLUSION
From the above report, it can be concluded that E-Commerce Strategy is useful for the
organizations to target a wide range of customers. Thus by making its use the companies are able
to expand into the wider sections of the market. By using it a wide range of market can be
covered by the firms effectively and efficiently. There are different types of strategies which can
drive an E-Commerce Solution. An E-Commerce Solution can be designed on the basis of a
specific requirement or a strategy. Implementation of an E-Commerce Solution can be done by
the organization by ensuring that the different steps can be followed.
8

REFERENCES
Books and Journals:
Cai, Q. and et.al., 2018, April. Reinforcement Mechanism Design for e-commerce. In
Proceedings of the 2018 World Wide Web Conference (pp. 1339-1348).
Choshin, M. and Ghaffari, A., 2017. An investigation of the impact of effective factors on the
success of e-commerce in small-and medium-sized companies. Computers in Human
Behavior. 66. pp.67-74.
Giuffrida, M. and et.al., 2017. Cross-border B2C e-commerce to Greater China and the role of
logistics: a literature review. International Journal of Physical Distribution & Logistics
Management.
Holland, C. P. and Gutiérrez-Leefmans, M., 2018. A taxonomy of SME e-commerce platforms
derived from a market-level analysis. International Journal of Electronic Commerce.
22(2). pp.161-201.
Hua, N., 2016. E-commerce performance in hospitality and tourism. International Journal of
Contemporary Hospitality Management.
Janjevic, M., Winkenbach, M. and Merchán, D., 2019. Integrating collection-and-delivery points
in the strategic design of urban last-mile e-commerce distribution networks.
Transportation Research Part E: Logistics and Transportation Review. 131. pp.37-67.
Ji, S. and Sun, Q., 2017. Low-carbon planning and design in B&R logistics service: a case study
of an e-commerce big data platform in China. Sustainability. 9(11). p.2052.
Khan, H. U. and Uwemi, S., 2018. Possible impact of e-commerce strategies on the utilisation of
e-commerce in Nigeria. International Journal of Business Innovation and Research.
15(2). pp.231-246.
Pagès‐Bernaus, A. and et.al., 2019. Designing e‐commerce supply chains: a stochastic facility–
location approach. International Transactions in Operational Research. 26(2). pp.507-
528.
Sharma, H. and Aggarwal, A. G., 2019. Finding determinants of e-commerce success: a PLS-
SEM approach. Journal of Advances in Management Research.
Trad, A. and Kalpić, D., 2016. The E-Business Transformation Framework for E-Commerce
Architecture-Modeling Projects. In Encyclopedia of E-Commerce Development,
Implementation, and Management (pp. 733-753). IGI Global.
Vakulenko, Y., Hellström, D. and Hjort, K., 2018. What's in the parcel locker? Exploring
customer value in e-commerce last mile delivery. Journal of Business Research. 88.
pp.421-427.
9