Design a web site

Design an e-retail web site for a specialist retailer serving a niche market, for example a specialist health product retailer (see Figure 10.2). Use the four key factors identified by Wolfinbarger and Gilly (2003) to guide your design. Remember to consider:

1 Who are the online customers?

2 What are the online customer expectations?

3 How can the web site deliver online customer satisfaction?

Figure 10.2 Simply Vital example of specialist company, which is using the Internet as a channel to market

Source: www.simplyvital.com

Figure 10.2 Simply Vital example of specialist company, which is using the Internet as a channel to market

Source: www.simplyvital.com

In addition to consumer expectations there are several other key concepts that have been widely cited as affecting online purchasing behaviour. These are perceived risk and trust, and loyalty.

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