e) Recommendations to improve businesses through e-commerce.
E-commerce can be one of the most effective ways to improve business of small medium enterprise (SMEs). However, many SMEs such as Paris Mini Baker are still unaware of the strategic benefit of e-commerce. There are several recommendations which can help Paris Mini Baker to improve its business through intelligent use of e-commerce.
First, Paris Mini Baker can create its formal business profile, which comprises of crucial information regarding the history, description and the operation details in terms of contact number, address and so on, rather than a simplified facebook page of its business. The objective of having a formal business profile is to enable the customers to know better about the company’s business structure (Jeffrey & Bernard, 2002). Formal business profile enables more internet users from around the world to know Paris Mini Baker with its famous ice cream puff.
Secondly, we strongly recommend Paris Mini Baker to turn its Facebook’s friends and followers into customers. Paris Mini Baker has already created its Facebook pages yet not all the friends and followers are its customers. Coupons can be a great tool to connect the gap between friends and customers (Jeffrey & Bernard, 2002). For example, Paris Mini Baker may invite those Fans who never purchase their product before to like its Page, and a “Fan-only” or “Thank you for Liking us” coupon will be attract them to make their first purchases in the shop.
Moreover, it is recommended that Paris Mini Baker can utilise consistent offline and online brand strategy to improve its business performance. This strategy allows Paris Mini Baker to reinforce its branding process and helps to build customer trust and loyalty. A successful brand is the one which communicates the values and vision to target markets, and hence form the foundation of a loyal customer base (Jeffrey & Bernard, 2002). Traditional marketing approach such as the use of billboards, business cards, radio and direct mail still play a part in advertising industry.
Therefore, Paris Mini Baker is recommended to perform some of the methods of traditional marketing to stimulate customers’ interest on the product and hence motivated to look for it through the web. Conclusively, a consistent brand identity with offline and online marketing allows building up of the brand effectively.
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