Investing in e-commerce for jewellery retailers

Guideline

Thèse de Bachelor , 2011 , 34 Pages , Note: 1,3

Gestion d'entreprise - Création d'entreprise, Business Plans

Abstract

Purpose: The purpose of this study is to develop a basic guideline for jewellery retailers for
an investment in e-commerce by handling the important success factors, difficulties and risks.

Design/methodology/approach: Firstly, analysing previous results for important success
factors, difficulties and risks general in e-commerce. Secondly, expert interviews with four ecommerce
start-up managers and one consultant for the jewellery industry to analyse the
special challenges in e-commerce for jewellery retailers. Thirdly, by combining these results
and appropriate solution approaches based on the expert interviews and further literature
developing a basic guideline how to handle these factors at an investment in e-commerce.

Findings: Many general e-commerce success factors, difficulties and risks in e-commerce
apply also for the jewellery retailers. For jewellery retailers the picture quality, page design
and customer trust is more important as in other industries.

Limitations: The focus of study and guideline is on e-commerce for B2C jewellery retailers,
there is no examination about product development or selection. Furthermore it is focus on
the behaviours in western Europe and excluded the gems market.

Practical Implication: The study helps jewellery retailers at their investment in e-commerce
by facilitate to handle the important success factors and difficulties, as well as to protection
for pitfalls by using the developed guideline.

Originality/value: The study developed unique guideline for jewellery retailers for an
investment in e-commerce.

Table of Contents

• 1. INTRODUCTION
• 2. AIMS AND OBJECTIVES.
• 3. LITERATURE REVIEW
  • 3.1 DEFINITIONS.
    • 3.1.1 E-Business
    • 3.1.2 E-Commerce.
    • 3.1.3 Website..
    • 3.1.4 Online-Shop.
    • 3.1.5 Information architecture..
    • 3.1.6 Critical / Important success factors...
  • 3.2 E-COMMERCE BACKGROUND.
  • 3.3 INFORMATION ARCHITECTURE...
  • 3.4 JEWELLERY RETAIL MARKET.
  • 3.5 E-COMMERCE FOR THE JEWELLERY INDUSTRY
  • 3.6 GAP IN THE LITERATURE....
• 4. RESEARCH METHODOLOGY.
• 5. DESK RESEARCH
  • 5.1 E-COMMERCE SUCCESS FACTORS......
  • 5.2 ADVANTAGES AND DISADVANTAGES OF E-BUSINESS FOR RETAILERS.
• 6. PRIMARY RESEARCH
  • 6.1 PRESENTATION OF ANSWERS..
  • 6.2 DATA ANALYSIS.
    • 6.2.1 Chances, difficulties and risks for jewellery retailers.
    • 6.2.2 Important success factors for jewellery retailers in e-commerce.
• 7. IMPLEMENTATION GUIDELINE..
• 8. CONCLUSION
• 9. LIMITATIONS OF STUDY

Objectives and Key Themes

The aim of this study is to create a basic guideline for jewellery retailers who are considering investing in e-commerce. It examines the important success factors, difficulties and risks associated with this investment. This is achieved through analyzing previous results for important success factors in e-commerce, conducting expert interviews with e-commerce start-up managers and a consultant for the jewellery industry, and finally developing a practical guideline based on the gathered insights.

• The important success factors for jewellery retailers in e-commerce.
• The difficulties and risks that jewellery retailers may face when investing in e-commerce.
• The unique challenges that the jewellery industry presents in the context of e-commerce.
• Developing a guideline to help jewellery retailers navigate the key aspects of investing in e-commerce.
• The potential of e-commerce for the jewellery industry.

Chapter Summaries

• 1. INTRODUCTION: This chapter introduces the topic of e-commerce investment for jewellery retailers, highlighting the importance of considering the long-term benefits despite the challenges associated with ROI calculations. It emphasizes the transformative impact of e-commerce on the retail sector and presents an overview of the market growth trends in both B2B and B2C sectors. The chapter also discusses the specific characteristics of the jewellery industry, particularly its focus on long-term customer relationships and emotional influence at the point of sale.
• 2. AIMS AND OBJECTIVES: This chapter outlines the specific goals and objectives of the study, including the development of a comprehensive guideline for jewellery retailers considering an investment in e-commerce.
• 3. LITERATURE REVIEW: This chapter provides a theoretical foundation by defining key terms related to e-business and e-commerce. It explores the background of e-commerce, the importance of information architecture, and the specific characteristics of the jewellery retail market. The chapter concludes with a discussion of the existing gaps in the literature related to e-commerce within the jewellery industry.
• 4. RESEARCH METHODOLOGY: This chapter presents the methodology used for conducting the research, including both desk research and primary research through expert interviews. It outlines the specific steps taken to gather relevant data and insights.
• 5. DESK RESEARCH: This chapter discusses the findings from the desk research, focusing on the identification of important success factors in e-commerce and the advantages and disadvantages of e-business for retailers. It provides a theoretical framework for understanding the key aspects of e-commerce for businesses.
• 6. PRIMARY RESEARCH: This chapter presents the findings from the primary research, which involved expert interviews with e-commerce start-up managers and a consultant for the jewellery industry. The chapter examines the specific challenges faced by jewellery retailers in the context of e-commerce, analyzing the chances, difficulties, and risks associated with online sales.
• 7. IMPLEMENTATION GUIDELINE: This chapter draws on the insights gained from the literature review and research to develop a practical guideline for jewellery retailers investing in e-commerce. It provides actionable advice on how to address the key success factors, difficulties, and risks identified throughout the study.

Keywords

The key topics and concepts explored in this study include e-commerce, jewellery retail, online sales, customer relationship management, success factors, difficulties, risks, investment guidelines, and information architecture. The study focuses on the unique challenges and opportunities presented by e-commerce for the jewellery industry, offering practical insights for retailers considering this investment strategy.

• Note: 1,3
• Auteur: Sascha Kurth (Auteur)
• Année de publication: 2011
• Pages: 34
• N° de catalogue: V180749
• ISBN (ebook): 9783656035268
• ISBN (Livre): 9783656035589
• Langue: anglais
• mots-clé: jewellery, investing, Guideline, E-Commerce, Erfolgsfaktoren, Online-Shop