Matching Items (2)
Description
E-commerce has rapidly become a mainstay in today's economy, and many websites have built themselves around providing a platform for independent sellers. Sites such as Etsy, Storenvy, Redbubble, and Society6 are increasingly popular options for anyone looking to open their own online store. With this project, I attempted to examine the effects of four different marketing techniques on sales in an online store. I opened a shop on Etsy and tracked sales in connection with promotion through social media, selling products in-person at a convention, holding a holiday tie-in sale, and using price anchoring. Social media accounts were opened on Facebook, Tumblr, and Instagram to promote the shop over the course of the project period, and Etsy's web analytics were used to track which sites directed the most traffic to the shop. I attended a convention in mid-January 2016 where I sold my products and distributed business cards with a discount code to track sales resulting from being at the convention. A holiday sale was held in conjunction with Valentine's Day to look at whether holidays influenced purchases. Lastly, a significantly more expensive product was temporarily put in the shop to see whether it produced a price anchoring effect \u2014 that is, encouraged sales of the less expensive products by making them seem affordable in comparison. While the volume of sales data was too small to draw statistically significant conclusions, the project was a highly instructive experience in the process of opening a small online store. The decision-making steps outlined may be helpful to other students looking to open their own online shop.
ContributorsChen, Candice Elizabeth (Author) / Moore, James (Thesis director) / Sanford, Adriana (Committee member) / Harrington Bioengineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
In 1991 after the National Science Foundation lifted the ban on commercial usage of the internet, e-commerce through online retailers has slowly been growing in sales along with e-commerce returns. As e-commerce returns increase alongside e-commerce sales, this thesis will explore what problems online retailers experience from e-commerce returns and what are some potential solutions. Building on existing work conducted by other researchers on the topic of e-commerce returns, additional interviews were conducted with Nordstrom and Big Lots to compare those findings with external research. From interviews and additional research, it is concluded that the biggest problems online retailers experience returns due to size, fit, color, and damages. Thus, it is recommended for online retailers to implement tools such as Fit Finder or incorporate more diverse models along with more detailed descriptions to alleviate returns due to sizing or fit. Furthermore, invest in providing higher quality images to better depict product coloring. As for damages, it is recommended to establish 2nd tier resale channels or a chargeback program onto 3rd party carriers to recuperate losses. Overall, further investment into reverse logistics is pertinent for an online retailer’s e-commerce strategy and operations to remain competitive against others while controlling costs.
ContributorsPat, Angelique (Author) / Oke, Adegoke (Thesis director) / Keane, Katy (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05