QRT2 - eBusiness – Task 1
Western Governor’s University
QRT2 – Task 1
A1. Viability of product or service
Classy’s Couture and Salon was founded in 2008 by Macy Smith, in downtown Puyallup, WA to provide high end hair and skin services. Macy’s goal for her business is “bringing beauty to the south sound area”. The business has survived its first four years. During that time a Macy’s initial partnership was dissolved suddenly and unexpectedly, creating chaos in the salon. The recession impacted sales greatly forcing her to reduce hours and staff to stay in business. While Macy had years of salon experience she was inexperience in the owner/manager roles and had to learn these skills on the job.
There are many high end salons in the area Classy’s will differentiate itself from other salons with excellent customer service. Macy wants to improve and expand Classy’s online presence to support the following goals to 1) Increase brand awareness online 2) Attain 20% lift in new local hair and skin customers 3) Increase visibility of skincare services online .
1. Puyallup is a small town in western Washington 35 miles from Seattle. Classy services several other small towns in the surrounding areas (e.g. Milton, Fife, Sumner, Graham, Bonney Lake, and Lake Tapps).
2. Providing extra touch points with existing customers and allowing them to interact more frequently with Macy will provide opportunities for refinement in customer service.
3. Providing online highlights of skincare services online will increase customer awareness.
QRT2 – Task 1
Customer feedback indicates that customers that can’t find website when searching for it and find the design and organization of the site unappealing. W hen searching for the following key words (i.e. Hair Salon Puyallup, Beauty Salon Puyallup) Classy’s is in the first two pages of results of search engines (e.g. Google, Bing, and Yahoo); sometime above the fold sometimes under. This and the desire for increase revenue are the drivers for the online expansion.
Projections from the U.S. Department of Labor indicate growth of 16% for Hairdressers, Hairstylists, and Cosmetologists and 25% growth for Skincare specialists through 2020 (figures A1.1, A1.2). There is increasing demand for these services and Classy’s can increase its business with a more sophisticated online presence (U.S. Department of Labor, 2012).
QRT2 – Task 1
The current website is simplistic and has several design flaws in organization of content and aesthetic design. The website should be an extension of the retail store and increase brand awareness online especially for the communities surrounding Puyallup (e.g. Milton, Fife, Sumner, Graham, Bonney Lake, and Lake Tapps). The current site is in support of the retail store used mostly as a branding strategy this can be increased with several online strategies (e.g. SEO optimization, website redesign, additional website functionality, Social Media, Mobile optimization). Customer feedback received in various forums (e.g. Facebook, Yelp, Google) is not addressed and in many cases stale (e.g. over 3 years old and negative); which is likely reducing brand value. The only active interface with the customer is for appointment booking and a contact us form. The benefits of a comprehensive online marketing strategy include better placement in search engine results, active social media participation, and a website that better represents the key businesses that Classy’s wants to focus on.
A2. Current online competitor
Competitive analysis is a valuable tool that is used to determine who your competitors are and how they compare to each other and you. It provides insight the competitive landscape for your business and helps you focus on your value ad in the market. The competitive analysis should include answers to the following questions about your competition. Who are they? Where are...