Text Cees Steijger ~ Illustration Remco Baars

TIE ~ 2/2010 ~ P17

Behind the button

eCOMMERCE

whether a transaction can take place and can be successfully concluded. “Finally success is not about getting the order but about being able to deliver right across the chain, han-dle returned goods, know the stock status... in short an entire flow comes into operation after the double-click,” says Frank. “Success in sales happens before the button – the buyer doesn’t see what happens behind the button. But this is what

syndication. The second phase is about the website: its look and feel, how it operates and its intuitive layout. This is where we find the buy button. After the click, we enter the third phase: payment, the e-mail confirmation, after-care and actual deliv-ery of the product or service.

“Success means

delivering the order”

E-commerce is growing. Thousands of webshops appear worldwide every day. Global economic developments have even had a positive effect on e-commerce: the

traditional costs of marketing can be more effective and take a different form online, and thus lead to more sales. But only

determines satisfaction and whether the cus-tomer will ever return. Success is not about having an order but in delivering it within the stated period at the price that has been quoted to the customer. This is all information that has to come from the underlying systems.” Phases Frank identifies three phases in the sales process, which TIE MamboFive eCom-merce enables him to exploit. First, there’s the orientation phase. This is a dynamic process that is approached as a multichannel activity in e-commerce, online or in combina-tion with offline activities. In this phase, we encounter the AdWords – affiliation market-ing – as well as white labelling and content

professional webshops have a chance of success because, in the orientation phase, the consumer is sensitive to issues such as appearance and operation. This is why it’s important to gain the trust of the consum-er with a professional webshop.

CommuniCation “A webshop is also all about communication,” says Frank van Doorn, general manager of e-commerce at TIE Kinetix. “What information does the consumer get in the orientation phase? What impression does the website make in terms of presentation and operation? What information do you get after making a purchase? These are three phases that call for clear, user-friendly, professional web-shops. Total Integration – the logical inte-gration of the different purchasing phases – is the new buzzword in e-commerce.”

Central Frank explains that the web-shop literally occupies a central role in the total e-commerce process. After all, the proverbial buy button is central to the webshop: before and after it is hidden the world of e-commerce, which determines

CommerceSuite The MamboFive Commerce Suite - TIE Kinetix’ e-commerce platform – is a complete, scalable, proven so-lution for e-commerce that can take companies online easily and profes-sionally. This may be B2B, B2C or a combination of both. With this platform, the transition to doing business on the Internet with full control is absolutely no problem. It’s also possible to integrate seamlessly with existing ERP systems (Exact, Unit4, BaaN, Oracle, SAP WMS and many others). The Suite enables or-ganisations to achieve high sales on the Internet fast and without drastic changes and gives them more control over the entire e-commerce process.

Modern webshops are more than just online stores. There’s a lot more involved than simply placing articles for sale on the Internet. For example, there’s attracting traffic, optimising navigation, intuitive procedures, information that really is informative, and easy methods of payment. Behind the scenes of e-Commerce. PART 1