Article

An Internet retailing data framework for supporting consumers and business processes

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Abstract

This paper describes an action research case study dealing with the development of an internet retail store with advanced capabilities. The research focuses on the exploitation of information generated through consumer–system interaction by the virtual retailer (i.e. sales, navigation and personal consumer data). The results effectively support the business processes, consumers and product suppliers. To that end, an internet retailing data framework was developed during the user requirements capturing phase of the ACTIVE (Advertising and Commerce Through the Internet in the context of the Virtual Enterprise) project, as a means of structuring the system's information requirements and data processing mechanisms. The purpose of this framework is to describe in detail what consumer information the system needs to collect and to advise the virtual retailer (i.e. ACTIVE's administrator) how to use the available software components to exploit this information in order to effectively support consumers and business processes. Despite the fact that the proposed framework is tailored to the ACTIVE characteristics and needs, it can also be utilized by other virtual retailers to effectively support their key stakeholders (i.e. customers and suppliers).

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... While researchers covered a variety of recommendations, the most commonly mentioned website optimization concepts include minimalist graphic design that appears professional and exhibits the quality and uniqueness of the product(s) sold, easily recognized navigation instruments, minimized download delay (e.g., removing bandwidth intensive images, sounds, and videos), and a uncomplicated ordering process is the third most mentioned e-tail marketing tactic cited by 12 of the 31 sources in this area. The mining of customer and click stream data involves the use of computer software to collect customer information and customer activity on the e-tail website and may be described as both overt and covert marketing activities (Bloomberg, 2006) (Vrechopoulos, et al., 2003). ...
... Pughe -53 (Vrechopoulos, et al., 2003). Click-stream mining technology records the navigation patterns and activity of each website visitor in a database that may be accessed and manipulated by the etailer ) (Van den Poel & Buckinx 2003) (Vrechopoulos, et al., 2003). ...
... Pughe -53 (Vrechopoulos, et al., 2003). Click-stream mining technology records the navigation patterns and activity of each website visitor in a database that may be accessed and manipulated by the etailer ) (Van den Poel & Buckinx 2003) (Vrechopoulos, et al., 2003). ...
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