Where are some of the places you shop to get accessories such as handbags,

luggage, backpacks, and laptop cases?

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Group 8: Joseph WhittleStella (Xing) LingSasha PapovSabrina AhmedDeepika Pathak

eBags Focuses on the Customer

PG 197

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www.ebags.com

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Company ProfileThe world's largest online retailer of bags

and accessories for all lifestyles.Ranked amongst the highest rated e-

commerce sites: Gold Merchant status

“At eBags, we're committed to providing each customer with superior service. From personal assistance to convenient, and real-time order tracking, eBags in-house customer service representatives are focused on customer satisfaction.”

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Case Overview

“Key to maximizing profitability is understanding customer and designing advertising campaigns and websites based on their needs”

Loyalty program put in place to retain existing customers.

Chose KANA e-Marketing techonology.

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CRM

eBags integrated its front-end website, and back-end applications with KANA CRM applications. (Email, chat interactions and telephone conversations are also captured)

What are some key benefits of a CRM?eBags is able to collect information 5 times

faster than using previous analytical information.

BI technologies – Data warehousing, data mining

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The future…

eBags wanted to link its databases and share information extensively with suppliers and partners.

eBags partners with highly popular services and companies. (Amazon.com, AAA)

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What possible advantages could eBags see in sharing its data with suppliers and partners?

Seamless flows of datavisibility into the customers and sales data.Will help the suppliers and partners to better

sales forecast.Enhanced procurement process

Procurement process will be fasterGreater efficiency in the supply chain

Question 1

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Additional AdvantagesBetter understandings of aggregate

supply and demand Less focus on meeting demand and more

focus on product selectionReduced inventory cost.

Customer analysisIdentification of new target markets and

segmentsUnderstanding consumer behaviour allows

effective promotions

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CRM Data Flow

CRM DATABASESeam less flow of real time data

Customers

Suppliers

Partners

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Question 2Do partnerships such as the AAA one

complicate the CRM Process?

Advantages

Establish new relationshipsUp-selling

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Do partnerships such as the AAA one complicate the Data Capture?

Complications

Online sourcesBack-office data integration

Data from each touch points will need to be stored in a data warehouse and will need to be formatted and modified to suit the particular requirements of the customers

AAA customers will need to be stored in a data mart prior to being transferred into eBags data warehouse.

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Question 3From a CRM perspective, which

information do you think eBags would value the most?

Key Objectives listed by management:Understand the customer Design advertising campaigns and websites

based on customer needs

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Key Information and useCustomer behavior(qualitative):

email, chat, and telephone conversationsAnalyze customers in their buying

environmentImprove the experience

Customer behavior (quantitative): Conversion rates, click-throughsAdjust website, offerings and ads to suit the

customer

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Recommendations

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Diversify marketing campaigns Continue to Share information with

their suppliers and partnersCustomization Third party advertisements

References Chart (Traffic by country):

http://www.websitetrafficspy.com/www.ebags.com

Reference: Strauss, Judy & Frost, Raymond (2009). E-Marketing (5th ed.). New Jersey: Prentice Hall.

Trites, G., & Boritz, J. E. (2009). eBusiness: A Canadian Perspective for a Networked World(3rd ed.) . Toronto, ON: Pearson Education Canada.

Thank you for your participation

QUESTIONS / CONCERNS ?

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