FastFit Part 2

The FastFit Sporting Goods Case

1. Describe the multiple locations from which customers can submit orders and the information technology components customers would need (on their end) to accomplish this activity.

Location IT Components Needed by Customer Physical store- 5 upscale retail stores Customer can physically go to store, choose product and purchase it

At payment, if uses credit card, IT component= credit card reader

Telephone orderCustomer can call retail stores and have the store deliver the product to his/her house

Phone Mobile device (need cellphone

network) Access to telephone line/network Could make phone call using Skype, if

use that, need Internet, (voice over IP devices)

Online order (via computer/laptop/mobile device) Customer can view products on FastFit’s website, make purchases and have the products delivered

Computer/laptop/tablet/smartphone Access to Internet connection Wi-Fi URL (website) Web browser software (HTTP)

Mail order Customer can send order form to store or HQ requesting certain product be delivered via mail

Could need computer/access to Internet if the mail order form is on Fastfit’s website

Printer (if need to print out order form to fill out)

2. a) Describe the information technology components FastFit needs to interact with customers on the web. [Hint: Locate a detailed explanation of e-commerce system platforms in the course textbook and/or web search.] b) At what location within FastFit would you place these technology components and why?

Source: http://www.informationweek.com/826/appserv.htm, Electronic Commerce PowerPoint, http://www.cio.com/article/40298/E_Commerce_Definition_and_Solutions?page=3&taxonomyId=3055

Information Technology Component Location within FastFit Web servers (web server farm)

Locates and manages stored Web pages Calls on application servers Creates HTTP respond and sends to

user

eCommerce Center (Haverhill) Centrally managed and maintained; in

addition, it will be co-located with the distribution and warehouse

Orders via website are processed

prepared for MISM 2301. Rev’d 2012 Page 1


Provides online store’s functionality through eCommerce Center Database

Track interactions with customers Track inventory Track shipping schedules Stores all data of customers/inventory

HQ Centralized location of all data that

FastFit has collected Entities within FastFit can have access

to this database via network (intranet/extranet)

Application servers Handles request of customer Receivers results from existing

applications/databases Sends results back to web server

eCommerce Center (Haverhill) Located in same location as web server

for quick access (can also be centrally managed and maintained)

Security system Firewall/Router Secure Socket Layer (SSL)

Ensures that data provided by customer will not be lost/transferred to the wrong person from their computer to the web server

eCommerce Center (Haverhill) Information that is given by customer

via website (Internet) enters the eCommerce Center

Need to protect that information, also need security in place as information

Existing applications and databases Respond to application server and send

results back

HQ Entities within FastFit can have access

to this database via network (intranet/extranet)

Already existing components of company, should not move to eCommerce Center

Electronic funds transfer Allows for electronic

payments/collections

HQ Accounting of funds can be done by

administrative staff (e.g. finance, etc.) at the HQ

CRM system Ability to recognize customers’

individual preferences Customer service application (live chat

with service representatives etc.)

Across organization (HQ, store, eCommerce Center)

Integrates all customer data (collected from all touch points)

HQ uses CRM system to spot trends among customers

Network LAN/WAN Connects computers of FastFit under

one network Allows for transfer of information

Across all locations Allows data transfer between

HQ/Warehouse/eCommerce Center



Internet Customer inputs request via browser Browser receives HTTP message

Across all locations Customer needs access to Internet to

enter website and place order Allows communication across

organization of FastFit

3. FastFit is planning to invest significantly in its e-commerce platform to increase online ordering. Describe three technology features/capabilities that should be included in the platform and provide business justifications for each features

Technology Features/Capabilities Business Justifications Different payment methods

Firewall (security, to protect customer information)

Electronic funds transfer- allows customer to pay with credit card/transfer funds through bank account

Flexibility for customer to pay with credit card, debit card, gift card

Tailor to customer needs

Easy-to-use customer service application Live chat software Easy-to-use interface CRM applications

Application that customer can access customer service easily

Ex. Personal shopper/robot that can answer your questions while you’re using the website

Application where you can chat with representative (live) on the website

Personalization Feature to log-into website (customers

have personalized accounts) Website stores information that

customer has already input (ex. Stored credit card/shipping information)

CRM applications-manage customer data

Customer can have personalized account

Customer can see past purchases Customer can have access to special

promotions based on loyalty to company

Website could offer “products you may like” suggestions

Mobile support Ability to access FastFit website via

Internet on smartphone/tablet Need to format website for mobile

devices Develop user-friendly interface of

website on mobile devices (also need to

Customers are increasing use of tablets/smartphones especially with shopping

One more channel for customer to access FastFit’s website (another way to make purchases will increase # of purchases overall)



ensure security of information across mobile network)

4. a) What does the Haverhill order fulfillment center do? b) Describe the information needed at the warehouse to provide fulfillment services. c) What information is created or changed during the course of the e-commerce business process?

a) The Haverhill order fulfillment center does the following: Electronic data exchange with suppliers/warehouse

o Transfers data from the orders to the warehouse which then fills the order with inventory

Center must make sure that once orders are filled, inventory is replaced Center determines fulfillment schedule/when it can get the product delivered to the

customer Once order is fulfilled, center ensures that product is shipped from distribution center

to customer Center manages customer information (must delegate information to other areas of

FastFit organization- ex. Payment transaction information transferred to HQ, order information transferred to Warehouse/distribution center)

b) Information needed: Product information (type, amount of product ordered) Delivery date (time the order needs to be fulfilled by- could be express shipping) Customer information- contact information Inventory (what product is available, what product needs to be ordered)

c) Information created or changed: Inventory (when product is sold, inventory decreases, new information regarding

how much inventory needs to be replaced) Information created= trends in customer orders (what products are popular and which

are not selling) Information about customer is created (if customer updates billing/mailing address, if

first time customer, will provide new contact information) Information about customer purchasing history is created (every time a customer

buys a new product, FastFit gains new information about his/her preferences)


Documents

FastFit Part 2