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Sothebys.Com Essay

1696 words - 7 pages

1. Recommendations1.Implement ERP system that allows for proper bidding, adequate estimate shipping costs, and a secure payment method that inspires trust.2.Establish CRM system to protect Sotheby's reputation. The brand should be taken care of accordingly to Sotheby's standards of service and quality. Prevent customer confusion and protect brand name. Operate a toll free number to adequately service customers. Promote a feeling of intimacy at the click of the mouse through the use of "space planner", "personal stylist" and "gift selector".3.Use separate strategies for the different business units making "in-store-auction services" available online. Provide customers with incentives to do ...view middle of the document...

To achieve this objective, management at Sotheby's will outsource a shipping service company that will take care of this process prior to auctioning the product.Secure payment method is a key factor for successful online operation.Sotheby's customers are in the "high-end segment", and therefore Sotheby's website is subject to hackers and other e-thieves. To encourage customers to bid online without concerns about fraud and privacy issues a number of security technologies will be used: encryption of important network data, firewall system to prevent hackers and virus, automatic backup system routine, secure electronic transaction system (SET). The use of SET is for the secure transmission of credit authorization and payment method over the Internet and other electronic networks, which can protect and secure customer credit card details. In order to prevent any unexpected damage to the system or attacks by hackers, the design of the server will establish an automatic backup routine. The backup data will be saved at another backup database.2.2. Establishment of a CRM system to Sotheby's standards.Create clear business modelThe e-auction operation at Sotheby's will be developed as an in-house division. Sotheby's will follow a pure e-tailing business model. This model will ensure the management team focuses on the core activities that will achieve the business objective -auctioning goods to customers. The e-auction operation will function as a new channel for the existing business operation. As a consequence, the e-auction venture will require close integration between offline and online divisions.Attach brand reputation to e-auctions by providing personal service.Leveraging the existing brand reputation will be a crucial success factor and serve as a significant barrier to entry for new competition once Christy's decides to compete in online auctions. The website will include "brochure" pages that contain information about Sotheby's history, its location and other information that may be of interest to users. The page will serve to reinforce the brand image. The online offering will leverage the existing reputation for high quality merchandise by selecting the products sold online from the "collectors' range"; the idea that products are "hand-picked" from collectors will provide a powerful marketing message. An interactive online help facility will act as a first point of call, and an online tutorial will explain site security and transaction process. A 24/7 toll free number will directly connect customers to "service managers" in order to answer specific questions regarding products, shipping and handling, etc.Prevent customer confusion and protect brand nameIt is strongly suggested to reconsider the decision to venture Sotheby's with Amazon. To people Amazon.com means selling "stuff" on-line; Sotheby's means auctioning high-ticket art, antiques and memorabilia. When both companies are put together most customers will be confused as to the quality...

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