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>>APMG 8119: DIGITAL ENTERPRISE

CUSTOMER EXPERIENCE MODEL ANALISYS:www.glengarrywines.co.nz

BY OLGA KARPOVA

POSTGRADUATE DIPLOMA IN BUSINESS

APMG 8119: DIGITAL ENTERPRISE2014


BUSINESS BACKGROUND

largest family-owned liquor retailer chain

sell domestic & imported wine, beer, spirits

founded in 1940 by Joseph Yakicevich

one of the first two, who got wine reseller license

18 retail stores in Auckland and Wellington

A Family Guarantee: “… when buying online, I want to ensure that you're still receiving the dedicated service and care you'll find in any

of our bricks & mortar stores” (Jak Yakicevich, owner) http://www.glengarrywines.co.nz


INDUSTRY OVERVIEW

NZ wine consumption: 20-21 liters per capita

Distribution channels: supermarkets – 56%

off-license – 21%

on-license – 23%

Liquor retail chains: Liquor Centre (120 stores)

Super Liquor (110 stores)

Online wine retailers: ~ 115 websites


Consumer Experience Map

Model of Online Purchase Experience and Behavioral Outcomes (Jin and Park, 2006)


Consumer Real Virtual Experience:

Website design

“+” Attractive & Informative Provides overall positive impression Easy to navigate Products are well-displayed Special offers, Videos, Wineletter link on the first page

“-” Delivery, Privacy/Security Information is hidden in FAQ section “Click & Collect” video actually describes “Delivery” process “Error” pages “0$” items appear on top of the page Abundance of information

4,0


First Page


Product Category (Wine) Page

https://www.youtube.com/watch?v=M4jDoRpQfgQ&list=TLW02d8K96j9213qDlgLiAAS3K5SNqE4vT



Merchandising

“+” Huge variety of products (› 600 liquor brands) Supplementary products: Snacks & Soft drinks Glassware & Wine accessories Clearly divided into categories and subcategories Search filters Detailed Products description is provided Price discounts Wide Gifts selection & suggestions

“-” No alcohol percentage data “Food match” information not everywhere “Brand” and “More” buttons’ confusion Some products are unavailable

4,0


Product Description Page



Order Placement & Fullfillment

“+” Additional options (gift packaging, courier instructions, etc) Next day delivery Secure packaging (Fragile products) “Thank You” e-mail “Free next delivery” notification

“-” Complicated (6-page process) Registration is obligatory Confirmation e-mail is received after 4-7 min Delivery time frame is not specified

2,9


Order Placement – page 1



Communication

“+” Blog, Wineletter, Videos Wine Testing Announcements Facebook, Twitter, Google+ links Personal account Favorite list option “Thank You” e-mails

“-” Delivery time frame is not communicated Feedback is not requested directly

3,3



Security/Privacy Promotion

“+” Website looks reliable Customer believe that their personal information is secured

“-” Security/Privacy information is hidden in FAQ section Brief and incomplete

“+” Discounted prices & Free Gift packaging Free delivery after first online purchase Monthly Newsletter with special offers

4,0

2,5


Customers’ Response Outcomes


Recommendations

Delivery/pick-up options’ information should be easily found on the first page

Order placement process can be shortened (less number of pages)

“Quick Order” option is advisable

Privacy/Security information should be easily accessible and available in full

All liquor merchandise should contain alcohol percentage

It would be advisable to provide “food match” for all liquors (wines)

Products, which are currently not available should not appear at the top of the list to avoid customers’ confusion and frustration

It would be beneficial to make gift certificate purchase available online

Some sections of the website should be checked for “error” information displayed


Thank you!

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