ONLINE BOOKSTORE E-MARKETING
The ability for a customer to buy books online provides him/her with an ultimate personal experience. It makes it possible for anyone to procure books that are tailored to their specific interests on any day and at any time. Online bookstores have altered the way in which readers and writers interact and are expected to have a huge impact on the book retail business in the future. Starting a website to sell books will benefit Book Bunker in numerous ways, not least by increasing their stock space. Physical bookstores are limited in space, which is not a problem for online bookstores. Online bookstores are perfect for popular titles as well as rare ones, thus being a perfect avenue for Book Bunker as these rare titles receives the same space in relation to popular titles on the bookstore’s website. Ordering rare titles online will take the same time for delivery, as it would be for popular titles. Online bookstores are also convenient for customers in rural areas; they do not require physical access and are open for 24 hours including winter. Finally, an online bookstore will allow customers to post reviews about titles, which will aid Book Bunker since this feedback will affect the ratings of the title online, especially for rare titles, and will make for a unique interactive shopping experience that will attract other customers to the site.
Website Design Strategy
One thing that needs to be considered when designing a website for a book store is that Book Bunker should ease up for their clients to buy titles and make the experience unique and interactive (Gay et al, 2010). The website should provide the client with extra information on top of the author and title. A system such as this has search as its lifeblood, and thus, it should include all information that a person browsing for a book would be searching for, including name, types of available copies, information on editions and whether it constitutes of a bigger pack (Gay et al, 2010). Simply, the website must capture and maximize the physical bookstore experience as much as possible. The website should also provide an opportunity for customers to add information on the titles that Book Bunker does not have, such as literary events, reading marathons, envision lists, book clubs, book marks, discussion boards, ratings, tagging, and detailed reviews. The website should also be designed in such a way that it works as a link between customers and suppliers with the store acting as an intermediary (Gay et al, 2010). Therefore, it becomes irrelevant whether the book is in stock. Book Bunker should factor in flags and notifications in their website coupled to appropriate icons, as well as allow effective forms to input and wish lists. Book Bunker also needs to network its website with other similar bookstores in order to possess a comprehensive catalog, which caters to all book readers in multiple formats. This will also allow a review system that provides valuable and honest advice for purchase (Gay et al, 2010). The website should also possess the look inside section where the customer is allowed to have a peek into the book before buying it. Redemption facilities such as gift vouchers should also be included in the website, as well as making it easier to order, pre-order, back-order, and return books (Gay et al, 2010). In addition, the website needs to be colorful and attractive on top of the text and white background, even with the necessity of optimization and fast loading. There should be a visual color-coded separation between the books to make it appealing to search for books. The site should also allow for a trail-back to the previous link levels clicked to get to the book itself in case the client decides that the clicked book is not the correct one (Gay et al, 2010). The “list page” should be in grid-style, which would enable Book Bunker to list more books with reduced vertical scroll. This would also allow the...
References: Gay, Richard., Charlesworth, Alan. & Esen, Rita. (2010). Online marketing : A customer-led approach. Oxford : Oxford University Press.
Krishnamurthy, Sandeep. (2011). Contemporary research in e-marketing. Hershey : Idea Group Pub.
Smith, Philip. & Chaffey, Dave. (2012). eMarketing eXcellence. London: Routledge.
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