REPORT PREPARED FOR: ASSIGNMENT 1
COMPANY NAME: SHOP NEW ZEALAND
REPORT TITLE: CONSUMER EXPERIENCE
MODEL ANALYSIS
BY DEEPTHI SANKAR THENNANDIYIL
POSTGRADUATE DIPLOMA IN BUSINESS
APMG 8119: DIGITAL ENTERPRISE
2015
>>APMG 8119: DIGITAL ENTERPRISE
DIGITAL INNOVATION
• Technological advancements shaping the future of e-retailing
• Retail environments are personalised
• Retailers are growing savvy in embracing new technology
• Global e-sales to grow by 12.4% in 2019.
• It is important for retailers to be technologically updated
>>APMG 8119: DIGITAL ENTERPRISE
Company Profile: Shop New
Zealand
www.shopnewzealand.co.nz
 Launched in the NZ market in 2003
 One retail store in Auckland
 Brand promise: Delivering New Zealand products to
the world
 Retailer of Maori crafts and jewellery; beauty, fashion
and health products
 The brand ships to over 200 countries worldwide
 Showcases more than 90 NZ brands
 Licensee of ALLWORLDSHOPS network
 ALLWORLDSHOPS active in NZ, AUS and China
markets
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Proposed Research Model – Jin and Park,
(2000)
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>>APMG 8119: DIGITAL ENTERPRISE
CONSUMER EXPERIENCE ANALYSIS AT SHOP
NEW ZEALAND
 Interview 3 participants to shop over the website.
 Record their responses at all these stages
Customer perspective before purchase
Customer behaviour before purchase
Customer experience after purchase
Customer behaviour after purchase
 Compare the proposed model with the customer
review
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Consumer Experience Map – Academic
analysis
Latent
Web Design
Order Fulfilment
Communication
Merchandise
Security/Privacy
Promotion
>>APMG 8119: DIGITAL ENTERPRISE
-
Indicators
Search by product type and brand
Logical division into product groups, subgroups and categories
Website is not user-friendly; and results in redundancy
Web site is overloaded by information
-
Right of product return if in good condition
Detailed information about delivery and its cost
Shipping within three business days
Save purchase history
For deliveries to high risk countries, proof to be submitted
Registered with US FDA and can ship to USA without notification
Free Delivery to around 200 countries
-
Phone contact
E-mail contact
Sending information by email to registered users
Live help offline
Shop New Zealand Blog
Social Media presence – Facebook and Google+
Information for tourists in New Zealand or people who wish to travel to New Zealand
-
Detailed description and specification
Under warranty if related to manufacturing fault
Weight/Size/Colour chart
Gift ideas/Gift Certificates
Payment uses Direct Payment Solution (DPS)
Information Security
-
Gift Voucher
Webit Cash
News letter
Affiliate program
Managerial Consumer Experience Map
Latent
Indicators
The structure of the website is not interesting
Website Design
There is no banner advertising on the web site.
Product information is simple and clear.
Order Fulfillment
I bought on this site before and the order was delivered in five
days.
They have adequate price for delivery.
It is interesting that shipping is free to NZ and AUS for above
$100 purchase
I got a reply to my request after 5 minutes.
Communication
Contact information is prompt
I had no questions, everything is clear.
Products are generic and not specific to New Zealand
Merchandise
All products have pictures.
Lots of products, but the images are not interesting
The good opportunity to pay in any bank.
Security / Privacy
Promotion
>>APMG 8119: DIGITAL ENTERPRISE
I trust the system DPS.
The payment process took a few minutes with the need for
compulsory registration.
I received a gift voucher for $10 on my first purchase on this
web site.
A lot of real discounts and hot deals
RECOMMENDATIONS
 Improving webpage design
 Products seem generic and not New Zealand
specific
 Improve supply chain management
 Search keyword and product variety
>>APMG 8119: DIGITAL ENTERPRISE
CONCLUSION
 Service branding is important in retail
environment
 Theoretical model and customer feedback
are comparable
 Shop New Zealand has to improve the online
store attributes based on customer feedback
>>APMG 8119: DIGITAL ENTERPRISE
REFERENCES
Linder, M. (2015, July 29). Global E-commerce set to grow 25% in 2015. Retrieved from
https://www.internetretailer.com/2015/07/29/global-e-commerce-set-grow-25-2015
Shop New Zealand. Retrieved from http://www.shopnewzealand.co.nz
Reuter, T. 2012, February 27. Internet Retailer. Retrieved from
https://www.internetretailer.com/2012/02/27/e-retail-spending-increase-45-2016
Jin, В. and Park, J. Y. (2006). The Moderating Effect of Online Purchase Experience on the
Evaluation of Online Store Attributes and the Subsequent Impact on Market Response
Outcomes. Advances in Consumer Research
Nelson, Mathew L; Shaw, Michael J; and Strader, Troy (2009). Value creation in E-business
Management. Retrieved from http://www.eblib.com
Davis, R., Buchanan–Oliver, M. and Brodie, R. J. (2000). Retail Service Branding in Electronic–
Commerce Environments. Journal of Service Research, 3(2), 178–186.
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