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 Physical store- 5 upscale retail stores Customer can physically go to store, choose product and purchase it Telephone order Customer can call retail stores and have the store deliver the product to his/her house IT Components Needed by Customer At payment, if uses credit card, IT component= credit card reader

Online order (via computer/laptop/mobile device) Customer can view products on FastFits website, make purchases and have the products delivered Mail order Customer can send order form to store or HQ requesting certain product be delivered via mail

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) Computer/laptop/tablet/smartphone Access to Internet connection Wi-Fi URL (website) Web browser software (HTTP) Could need computer/access to Internet if the mail order form is on Fastfits 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 Web servers (web server farm) Locates and manages stored Web pages Calls on application servers Creates HTTP respond and sends to user Provides online stores functionality
prepared for MISM 2301. Revd 2012

Location within FastFit eCommerce Center (Haverhill) Centrally managed and maintained; in addition, it will be co-located with the distribution and warehouse Orders via website are processed through eCommerce Center
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The FastFit Sporting Goods Case

Database Track interactions with customers Track inventory Track shipping schedules Stores all data of customers/inventory Application servers Handles request of customer Receivers results from existing applications/databases Sends results back to web server 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 Existing applications and databases Respond to application server and send results back HQ Centralized location of all data that FastFit has collected Entities within FastFit can have access to this database via network (intranet/extranet) eCommerce Center (Haverhill) Located in same location as web server for quick access (can also be centrally managed and maintained) 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 HQ Electronic funds transfer Allows for electronic payments/collections CRM system Ability to recognize customers individual preferences Customer service application (live chat with service representatives etc.) Network LAN/WAN Connects computers of FastFit under one network Allows for transfer of information Internet Customer inputs request via browser
prepared for MISM 2301. Revd 2012

Entities within FastFit can have access to this database via network (intranet/extranet) Already existing components of company, should not move to eCommerce Center

HQ Accounting of funds can be done by administrative staff (e.g. finance, etc.) at the HQ Across organization (HQ, store, eCommerce Center) Integrates all customer data (collected from all touch points) HQ uses CRM system to spot trends among customers Across all locations Allows data transfer between HQ/Warehouse/eCommerce Center

Across all locations Customer needs access to Internet to

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The FastFit Sporting Goods Case

Browser receives HTTP message

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 Business Justifications Flexibility for customer to pay with credit card, debit card, gift card Tailor to customer needs

Technology Features/Capabilities Different payment methods Firewall (security, to protect customer information) Electronic funds transfer- allows customer to pay with credit card/transfer funds through bank account Easy-to-use customer service application Live chat software Easy-to-use interface CRM applications

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 Mobile support Ability to access FastFit website via Internet on smartphone/tablet Need to format website for mobile devices
prepared for MISM 2301. Revd 2012

Application that customer can access customer service easily Ex. Personal shopper/robot that can answer your questions while youre using the website Application where you can chat with representative (live) on the website 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 Customers are increasing use of tablets/smartphones especially with shopping One more channel for customer to access FastFits website (another way
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The FastFit Sporting Goods Case

Develop user-friendly interface of website on mobile devices (also need to ensure security of information across mobile network)

to make purchases will increase # of purchases overall)

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)
4.

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)

prepared for MISM 2301. Revd 2012

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