E-Business at Yoox.Com

Topics: Electronic commerce, Customer service, Brand Pages: 10 (3156 words) Published: August 23, 2010

Executive Summary3
Introduction to Chosen Company4
Online Branding5
Online Branding of Yoox.com6
Ease in Using Website7
Ease in Using Yoox.com8
Role of e-Commerce in the Success of Yoox.com10

Executive Summary
E-commerce has changed the business style in the recent years. More businesses are moving towards selling their products online through websites.

This paper examines the e-business strategy of Yoox.com, a fashion e-tailer that sells its products through website online. I wanted to explore the online branding strategy and ease of use of the company website. For this purpose, I reviewed literature about online branding and ease of use of website.

In line with this literature, I analysed both the areas of the company and found that the company is using most of the aspects of the online branding except it lack in providing the customers with a facility to leave their feedback about different products. While analysing the company website, it was noticed that some pages of the website have different navigation and lack in providing search facility for the customers.

At the end of the paper, it has been recommended to Yoox.com to allow the customers to leave feedback about different products as it will make the company more customers oriented. Furthermore, I have recommended Yoox.com to use same navigation in all the web pages and provide search facility to the customers in all the pages of the website as it will make the use of website very easy.  

Liao & Cheung (2002) state that in the last few years, technological advancements have played a major role in the changes in business. They believe that due to improvements in technology, most of the businesses have updated their marketing, management, customer services systems and the manufacturing processes. Chaffey (2006) says that internet is a source that links a number of computer machines in all the countries. Similarly, Fraser et al. (2000) have stated that with the use of internet, different businesses can use a range of information systems that help in improving the overall performance of the business. The most useful information system mentioned by them is World Wide Web which has completely changed the business styles all over the world. They believe that with the help of this information system, a business can open a global system while based in one region. Chaffey (2006) says that e-commerce is the most useful source of running business with the help of internet. He says that a business can buy and sell different products through its e-commerce. He further states that with the help of e-commerce, a business can reach its customers and suppliers directly and it helps a business to improve its relationships with the customers as well.

This paper examines the e-business strategy of Yoox, an online retailer. For this purpose, I have selected two activities of the company namely, online branding and customer relationship management.

Introduction to Chosen Company
There are millions of businesses running their business online. In this paper, I have chosen Yoox.com. The company started its business in Italy in 2000 and has its offices in Japan, USA and Europe. It has its logistics centres in the same countries as well and sells its products in 67 countries of the world. The company specialises in selling different fashion products such as clothes, shoes etc. Yoox.com innovatively promotes its products online which are very difficult to promote in the tradition shops. The company mostly sells designer products and specialises in selling end of season products at lower rates.

Online Branding
Kotler and Keller (2006) have stated brand as a name given to a product of a company that helps the consumers to identify it from the rival manufacturers. He considers that the brand of a company plays an important part in improving the sales of...
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