Premium Essay

Eshell Store

In:

Submitted By sexycapeverde
Words 1749
Pages 7
Current Situation

The store was developed for the sole purpose of communicating with customers electronically,

as it related to the fuel and lubricants department of Shell Canada. With the main intention and

focus for agricultural customers to utilize technology to attain their products with more “ease”.

From a business perspective eStore’s goal was to reduce cost and provide a similar services

that provided by customer agents. Unfortunately, after a year of implementation of the

eStore, the company was faced with high customer response in applying to use eStore but

low overall customer utilization. In addition to this the company faces technical issues , where

considerations must be made for both utilization & technical issues to determine what must be

done to improve the current status of the online store.

Evaluation of eStore

Basis for Development

The development was based on customer habits and e-commerce is viewed as a method

utilized when minimal but effective interaction is required. Thus based on the prominent

customer group of Shell Canada, the idea of the eStore was developed. These groups being:

• Transactors: highly price sensitive with no consultation which accounted for 95% of the

customer base



Progressives : price insensitive with required price consultation

These transactors significantly influenced the development of the eStore, as it required minimal

consultation.

Accomplishments of the eStore

The eStore put in place different measures to ensure it met the outlined goals of the project

and had several accomplishments through the course of its development, which included:

2,000 Customer Target : - The statistics of the company revealed that the

target of customer for application was on course, unfortunately with a low

customer utilization

eStore application : - Reviews

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