Personalization means sending back a page that has been customized for the user, taking into consideration that person’s preferences. The personalization may be done by the user, the web site or both and may be aimed at the general public or company employees.  There can be many arguments for and against personalisation but I feel that personalisation is a good thing because it gives your brand identity, this is were you are only allowed to sell your own brands e.g. Ambercombie & Fitch only sell their products, no other shop is able to sell these items.  These are a great advantage as you are not trying to compete with other retailers of the same brand, but you are in the same retail industry.  Personalisation can also be to a great advantage to your company or yourself because it encourages business results such as increasing the visitor response and also promoting customer security. 

Web personalisation is way of promoting the company’s business goal in order to enhance their company’s performance.   However there can be sides as in to why personalisation is not that good for a company

Use this

Your task in this assessment is to try to cut down the deluge of key words to around twelve, that perfectly describe the web site and can indeed be used as part of an Adwords campaign for your chosen e-commerce site. The problem is how to achieve this in a meaningful way. Try to identify online tools that can help you in your quest to identify the magic twelve key phrases. For example, you can use Google Insights for Search

A powerful and useful tool is the confusingly named Google Keyword Tool (

The first link we were provided with was Google searched based keyword tool, when I typed in my website Topshop, I was given a list of keywords that were related to my website:

The results that I were given were a list of the clothes that the Topshop website hold in store.  They even tell you what section or page it has abstracted the information form.   Although this page only shows you 20 results but it is the first page of 100.    Trying to find information on a certain product in this website it tends to hold too much information.   Therefore I tend try to narrow down my search by using differnt search engine tools that have been provided for me. 

After trying to narrow down my search to ‘Topshop Clothes’ using the google adwords,  i was getting a few number of sites:

As these were the only four options it gave me when i typed it in, it doesnt necessarily give me a detailed or summarised version what it is i am looking for.  Although beneath the four options it gives me another large list of related areas in which I could be interested in viewing, relating to my search. 

To conclude I was unable to find any other search engine tools to help with deludging words words on my website, Topshop.  However the tools i did use I found that it helped bring up a range of related areas connecting to my keyword search. 

 My e-commerce site is Topshop, as it is a clothing company it is competing with many different shops throughout the world.  So when searching for clothes online I knew I was going to get a large number of sites returned.  I used two different search engines Google and Yahoo.  Google, when typed in online clothes shopping, Topshop was eighth on the list indicating a well known company.  When using yahoo and searching for the same topic, Topshop’s website was no were on the list and even the first four pages.

Other competitors that were found on both the search engines were sites that I thought would be there e.g. ASOS, Next and Littlewoods.  Asos is one of the main online shopping website that is visited by many customers and would be a main threat to Topshop. These sites would often appear a lot due to the fact they are all similar company’s selling more or less the same products.  I then narrowed down my search, by typing in basic tops, as I know there is a section on Topshop’s website called this.  The result I got back was Topshop was the first link to choose from.  Other competitors that featured in the list were the likes of Peacocks and New Look.  Searching on Yahoo, the response I got was, Topshop came second in the list of links, and other sites were New Look and Peacocks again.  Customers that are unaware of the actual address of the site they are looking for, will go through this progress and may find it difficult finding this website on Yahoo but Google you will see it.  However if searching for a specific area you may be faced with different sites as other companies may have areas called that.

When searching for the website, sometimes you will be given links on the right hand side of the page; these links are links that you have to pay for and are sponsored links.  When I ran my search I was given numerous links such as Simplybe and Zipa, two I have never heard of before.

Cloud computing is a way delivering hosted services over the internet.  It allows users to access the internet from different parts of the world without knowing their knowledge or past experience but the ‘in the cloud’ technology helps support them.  It provides users with available applications online whilst the software that is needed are kept on servers.  Cloud computing is when the resources and information that we need are there, we may not be able to see all the information but its all there just not all stored on that one server. 

Cloud computing has a major impact on e-commerce but however it will have many benefits and problems occurring with this.  Some benefits would be that to gain access to some of the applications on the server, they will normally find all this locally on the network.  Once they find the correct application to either get access or download that software it can be free or at a small charge. 

Another benefit is an obvious one cost savings, all you need is access to the network and your computer.  No need to buy hardware or software as most of the software comes free of charge. 

One other advantage would be that it is a moveable service.  You are able to access this service from anywhere in the world. 

Another benefit is that if you find certain information you do not need to memorise it, you are able to save the page on favourites, allowing the users to come back to that page.  This means that there is space on the server for you to be able to save the data.

There are also some disadvantages of cloud computing because if you are going to move all of your information to data centers situated outside your company, than security should be of greatest importance.  Things to look out for would be loosing control over your data and information, depending on third-party to ensure the security and confidentiality of data and information and if your cloud host disappears, where does your information go?

• Push vs pull supply models
• Vertical integration vs disintegration vs virtual integration
• Evidence of value networks
• Evidence of efficiencies in supply chain

Please write a short blog posting (around 250-500 words max in total) analysing your chosen company’s supply chain management. Ensure that you highlight opportunities for efficiencies in the supply chain for your chosen company.

The two types of strategies are the upstream and the downstream supply chain.  The upstream supply chains are the transactions between the organizations and its suppliers whereas the downstream supply chain are the transactions between the organization and its customers.  Topshop however use the four concepts in order for their strategy of management to run smoothly.   One main concept would be the push and the pull supply models.  Push supply chain is the emphasis on distribution of a product to passive customers.  Where the pull supply chain is when they emphasize on delivering value to customers who are actively involved in the product and the service specification.  Topshop fall into the Pull supply chain because they focus on ensuring that the product they deliver are to the standards that their passive customers wish for and not those who only care about the business.

Another concept is Vertical integration, disintegration and virtual integration.  Vertical integration is the extent to which supply chain activities are undertaken and controlled within the organisation.  disintegration holds characteristics which aim to move to outsourcing and network of suppliers.  Their aim is to cost reduction and focus on core capabilities.  Virtual integration is the majority of the supply chain activities are undertaken and controlled outside the organisation by third parties.  In relation to Topshop i feel that the business would come under the virtual integration supply chain because they have a close connection with the customers and when they order they are optional of a next day delivery indicating a loyal relationship with their suppliers.

Evidence of value networks is when the organisations are controlled by the third parties.  Topshop could have value networks even though they are loyal to their suppliers they could go elsewhere in order to maintain the demand of their customers and get better value for their money.

Threat on substitute products:  There can be many ways in which the products of my website can be substituted, because the main product is clothes, other stores or website provide the same product and therefore offer a better deal that can be substituting their products.  Another threat on substituting products is that if there is no need for the product.  Topshop can reduce the subsitution of products by reducing lowering their  prices but at the same time they do not want to take the quality away from the goods.

The threat of entry of new competitors (barriers to entry): New competitors trying to enter the retail market can be difficult.  In todays society people are used to their own brands and store therefore have become familiar with the process of that store or website.  Therefore a new company trying to open up may not be as successful as the rest of the high street brands.  If they were launch their company through the website first this may not cost as much with opening new premises if the business does not do as well as hoped.  Another threat for competitors is that the location of the new store can be vital as if it does not suit the customers or is not easy access it will put the customers off and the market will decrease.

The intensity of competitive rivalry: There is a lot of competiton throughout the retail market, two main high street rivals would be Miss Selfridge and River Island.  These also have their own websites advertising their products.  Customers from all over the world are able to access their websites therefore each company needs to increase their popularity on the websites in order to increase their sales.  However having your company on the internet alone can be at its own advantage because they hold all their stock in a warehouse eg. ASOS.  Whereas Topshop and other retail stores can sometimes advertise the product online but not in the actual store itself. 

The bargaining power of customers/buyers: Online shopping has become more popular with customers than the past few years.  Customers tends to shop around different clothes websites hoping to get the similar product but at a smaller cost.  This way it encourages Topshop to try and bring about sales and offers t stop customers from going elsewhere. 

The bargaining power of suppliers: Topshop has a set of suppliers, although they want to try and encourage their customers to stay loyal is trying to decrease the price of the products.  In order for them to decrease their products they need to find a way to allow them to do so, example they could go to the suppliers and try and negotiate a better deal or if possible a new cheaper supplier.  However if they do start looking elsewhere and suppliers find out, the suppliers can pull their chain out of that market.

The terms and conditions for the website i feel are reasonable.  Before purchasing your order you should always read the terms and conditions to know were you stand if you have any problems.  The one thing that i found out was that once your order has been confirmed there is no changing anything.  I think that this is slightly unfair as you should have a choice to change your mind and a certain amount of days or hours to change your mind.  Under the terms and conditions there are many areas such as Delivery Guides and Cost, UK Delivery times, Track your order, Payment methods and privacy policy i think that these are all fairly reasonable.

When returning goods that have been bought of the internet website can be returned to the store excluding those from the department store within 14 days i thought that this was such a short time as the order could arrive few days before you see it and when wanting to return it, the 14 day period might be over.  Materials that you need to bring with you to the store is your dispatch note and the card your used to purchase your goods.  However if you are returning your goods internationally this can not be done.  When returning goods by post, you go to your account online and click on returning goods and it will lead you to a number of stages you go through to ensure the goods are returned within 14 days.  With your purchase you will receive free postage and packaging and at this stage you will receive a authorisation number to allow you track your goods being returned.  Although if you are living internationally and returning the goods you will be expected to return the goods at your own cost.  The money being returned will take 2 -3 days to go into your account and each item that is being returned will go in separately and will be shown on your statement.

There are many support links to help you with any queries you may have, depending on what part of the country that your are contacting them from, there are certain numbers to ring i.e. UK customers: 0844 984 0264 (calls charged at national rate) or alternatively email on customer.service@TOPSHOP.COM.  I feel that the returning goods and contacting the website company are equal with other competitors within the market as everyone will have a contact number and an email address for you to get in touch as it is a must to have on the website.

Q.8 Examine the registration process for your site, from the perspective of security. Is your data encrypted? What does this mean?

If you are a first time user you are expected to fill in details such as your name, address, email address, age and telephone number, most of the information required is used for surveys and competitions that they carry out.   When your ready to make the payment the next stage they will ask you to put in your delivery address and card payment details.  It will give you an option to tick yes or no to subscribe to receive information via text or email, by ticking yes this means they are able to get hold of all your information and pass it on to others to send you information.  I think that they should not be allowed to do so because so customers may not be aware of the consequences and therefore be put off going onto their website again.  Data encryption is way in which data is kept safe on many websites.  On this website the credit card information is kept safe as when you register it will allow you to set a password to your card, so when you use the card it will link it to your password and not to your computer.

Q.9 Does the site use cookies? Find out what cookies are, and explain how cookies are used in, for example, your site

Cookies are a set of files that holds the user’s information.  Topshop has cookies enabled to allow the customers records to be held and saved all under that website and to allow them to purchase their orders.

Some of the main competitors with Topshop would be River Island and Miss Selfridges.   These alone would have a very high demand and therefore the competition between the retail websites would be very competitve.  Topshop is bringing in around 142,172 visits per day. 

After visiting www.statsaholic.com it gave me the graph below showing the amount of visitors the site has had over the past year.  You can see that there is a constant steady growth but in May 2009 it hit its all time peak reaching 200K visitors. 

(http://www.statsaholic.com/topshop.com)

After visiting www.alexa.com it shows you the average daily users over a week and the past 3 months and overall there is a 6% increase on users visiting the site. 

Customers view thios website from all over the world.  You can see that UK has the highest percentage of 46.3% compared to Russia with 2.2.%.Q.5 Explore the processes involved in purchasing on your chosen site. Describe the different steps in these processes, in terms of the technology that is being used, from typing the web address into the browser to a product being delivered to your door
When purchasing clothes, shoes or acessories on the Topshop website there are different stages you have to go through.  Click on the item you want and it will enlarge the image for you and give you information on the delivery service available, a bit about the item and the return policy.  Then you choose your correct size  and the quantity of the item you would like to  buy and then add it to the bag. 

Then once it has been added to the bag it will confirm that and bring you to the checkout section were you will be asked to put in your credit cards details. 

Payment Process

The only way to pay is through a card.  There is only a certain number of credit cards that the customer can use such as visa, mastercard, visa electron, american express, solo, maestro and paypal.   When using these cards it will ask you to enter your card details and home address.  If paying by credit card it will automatically take the money out of that account.  But when paying with Debit card/Visa Electron it will only take the money out when he products have been dispatched from the warehouse and at this stage it will give you a reference number to allow you to track your order if anything does go missing.    

Delivery Process

From the UK and Northern Ireland a standard delivery service would cost you £4 and it will take 2 -3 days to deliver the product.   Once dispatched from the warehouse it is sent by a courier, by recorded post to ensure that you recieve it.  When you have completed you shopping online it will give you a reference number for you to be able to track your order. 

Q6. New channels to market for e-business are increasingly being used. Such channels include mobile device access as well as digital television access. Consider and describe the potential future impact of ONE of these channels for your e-business from the perspective of the e-business. What strategic choices (if any) need to be made.
If Topshop was to channel another market I feel that using a mobile phone device to do so would be to a great advantage for the company.  In today’s society people are increasing their mobile phone technology to ensure that they are equipped with the internet.  If the Topshop was too extended their market if would give the customers a chance to check their emails / orders even though not at the computer.  When signing up on their website they could agree to have information passed to their mobile phone and this way they are able to find out promotions and sales that are happening at that minute via text messages.  Through this market it would increase the percentage of users as people would be more interested to go onto their website and find out the deals that they were told via the mobile phone. 

2.  Use some search engines or industry sources (e.g., trade magazines online, Financial Times, etc) to carry out desk research to find out specific quantitative information about the size of the business behind the web site. Try to determine figures for turnover, number of employees, and profit for specific (recent) years. Please do so without directly contacting the company.

. They employ thousands of staff and a series of style advisors.   Topshop is owned by apparel retail group called Arcadia.  It is a british chain of clothing which has then expanded into the American retail opening just 15 stores.  In the late 1970′s Topman was created for the male customers branching out to 165 outlets within the UK.  Topshop made an annual profit of £120m last year.  In America it made $25m, Sir Phillip Green (owner) predicts that it will increase to $100m with the brands increasing popularity.   Jane Shepherdson, ex brand director says in an interview “that when she started in 1998 the turnover then was £9m of an annual profit.  Last year it was £120m profit and £600m of it was in sales”.  Recently Sir Phillip Green has opened a $20m flagship store in new york is business is still on the up for Topshop. 

 3.  Take some time to research the business behind your site. Is the web the only channel to market for this business? If so, please describe your understanding of how this business came about. If the web is not the only channel, please describe the other channels in detail. Use Channel Chain Maps (see Week 2 slides here) if possible. Try to find out how much business is won by each channel.

 Topshops website is not its only channel to the market.  It has over 300 stores throughout the UK  and is growning more and more  internationally.  However customers are now becoming more in favour of using the internet to gain access to the clothes. 

The table below shows the rise in internet usage between the year 2000- 2009.

(http://www.internetworldstats.com/eu/uk.htm)

From the above table we can see that the rise in internet usage has steadily increased year to year. I feel that this is because the rise in e-commerce services available to consumers such as e-banking and online shopping. Another contributing factor the rise in internet usage is the ease of access to computers. Over the period of 2000-2005 computers became lower in price and therefore available to a wider range of consumer. 

 Another factor for the rise in internet usage is linked with e-commerce, as the UK population are favouring online shopping due to its convenience.

The internet site e-marketer estimates that the number of UK internet users reached 36.8 million in 2007, and they predict that it will pass 38 million in 2008. This co incites with the tables sourced from www.internetworldstats.com that also estimated the rise in internet user within the UK.

To conclude I feel that the internet usage within the UK will continue to increase over the next few years despite the current economic climate.