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CHAPTER 9: E-COMMERCE RETAILING & SERVICES

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CHAPTER 9: E-COMMERCE RETAILING & SERVICES

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chapter 4-updated

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DEADLINE: 28 FEBRUARY 2018

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At least 145 million Americans -- half the population of the United States -- were impacted by the recent data breach at Equifax that netted thieves personal information such as names, addresses, birthdates, Social Security Numbers and driver's license numbers.

That pales in comparison to the earlier Yahoo breaches, which affected more than 1 billion accounts.

However, those incidents may be just the tip of a very large iceberg, as reports of data breaches just keep on coming.

Data Breach Disillusionment

"Consumer confidence is at an all-time low," said Paige Schaffer, COO of the identity and digital protection services global unit at Generali Global Assistance.

"We did a survey with ORC International that found 40 percent of consumers believe businesses aren't doing all they can to protect their personal information," she told the E-Commerce Times. "Further, three in four holiday shoppers say they're either very concerned or somewhat concerned about their financial or personal information being compromised due to a data breach this season."

Still, "75 percent of holiday shoppers say they'll be doing at least some of their shopping online," Schaffer pointed out.

Consumer spending will be up 3.4 percent year over year this holiday season, to total almost US$680 billion, according to the National Retail Foundation.

Companies that want to nail down their share of the bonanza must not only make sure their systems are secure, but also make sure that shoppers know they're in good hands.

Here are some ways e-commerce firms can reassure skittish customers and potential customers.

1. Have a Good Cybersecurity Solution

"Have multifactor authentication for any user accessing information and anyone in the company handling anything related to money to make life hard for hackers," advised Ebba Blitz, CEO of Alertsec.

Ensure data storage is on a secure server like Amazon Web Services, or if the data is stored in-house, "encrypt all entry points and include a personal firewall," she told the E-Commerce Times.

2. Make Security a Core Policy

Demonstrating a serious attitude about security at the policy level is crucial, remarked Jim Hartling, chief architect at Softvision.

Companies must have processes with security at their center, he told the E-Commerce Times. They must adhere to compliance standards including PCI, and establish policies for code revision and penetration testing.

Further, they must pay ongoing attention to exploits in the wild, Hartling said.

E-commerce companies should promote customer data protection like other companies promote their sustainability policies, said Generali's Schaffer.

"Make it a part of your company's culture and reflect it outwardly in all aspects of what you do," she advised.

3. Use SSL Security

Companies should use SSL bank-level security by default on all certificates, and invest in Green Bar SSL certifications, advised Christopher Walton, VP of guilds at Softvision.

"This is the highest level of SSL, and your customers will be assured that their transactions are secure," he told the E-Commerce Times.

Don't just buy the cheapest SSL certificates, Walton warned. Choose a well-known and trusted vendor instead.

4. Don't Stint on Site Hosting

Even if budgets are tight, invest in a separate e-commerce server.

"Don't host your e-commerce site on a computer under your desk," Softvision's Walton said. "I've actually seen this before."

Use a trusted secure hosting provider that delivers solid physical or virtual servers and has the ability to scale up as business grows, he suggested. "The last thing you want is for your servers to go down because you have too many orders."

5. Blow Your Own Security Horn

Make sure you display your security certification logos on your website, Schaffer advised. "These seals assure customers who are inputting their credit card data that your site's secure."

It might be worthwhile to create a campaign focusing on demonstrating your organization's data security policies, she suggested.

"Think about creating a simple 'Why shopping with us is safe' page in plain English," Softvision's Walton said. "Provide visibility to all your trust marks and verbiage that explains what you're doing to deliver a safe shopping environment."

Richard Adhikari has been an ECT News Network reporter since 2008. His areas of focus include cybersecurity, mobile technologies, CRM, databases, software development, mainframe and mid-range computing, and application development. He has written and edited for numerous publications, including Information Week and Computerworld. He is the author of two books on client/server technology. Email Richard.

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5 Ways Etailers Can Make Online Shoppers Feel Safe

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At least 145 million Americans were impacted by a data breach at Equifax that netted thieves personal information such as names, addresses, birthdates, Social Security Numbers and driver's license numbers. That pales in comparison to the earlier Yahoo breaches, which affected more than 1 billion accounts.

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Once just a hangout for teenagers, Snapchat has matured into an engaging and effective social media platform. If you're trying to reach a younger demographic, it's somewhere you probably want to be.

"Snapchat is the best channel to reach young people, as they count for more than two-thirds of its audience and are very active users," said Melissa Sanchot, head of marketing and communication at MakeMeReach.

Snapchat is its own world, though, and using it for marketing and advertising means working creatively with its unique features. With that in mind, here are five ways you can use it to interact with your audience, find new customers, and build your brand.

1. Engage Directly

Snapchat users typically are highly motivated and engaged, and you'll want to find ways to use that engagement to your advantage.

"It's a way to leverage instantness," Sanchot told the E-Commerce Times. "Let's say you're a clothes brand and you're wondering which fabric is the best for your next collection. You can directly ask your followers and have immediate responses."

Updating your content regularly gives users a reason to interact with you and enhances their direct engagement with your brand.

"Snapchat users are engaging with the app at a very high rate," observed Dario Sheikh, strategic partnership manager at Bidalgo.

"They use it throughout the day. While its user base is relatively small, it has a highly relevant user base that's engaging with the app on a regular basis at a high frequency," he told the E-Commerce Times.

2. Influence the Influencers

One of the key features of Snapchat is the ability it offers to reach the followers of influential users. The ability to work with influencers expands your scope, so that your message travels far beyond those who directly follow your brand.

"It's an incredible channel for influencers strategy," noted MakeMeReach's Sanchot. "You can ask followers to post stories using your product, and make viral campaigns at very low cost."

3. Make Use of Filters

Snapchat offers various filters to business that want to promote their brand, their location, a particular event or a promotion. Experiment with these filters, since they're a way of personalizing your message and getting it out there -- not just to your followers, but to the followers of your followers.

"It's a really organic way for your users to self-advertise your business or your offering to their Snapchat followers," said Sheikh. "It's a great way for your own users to be brand advocates within their own network."

4. Tell Your Story

Snapchat allows you to use video, photos and text to tell the story of your company. Just remember that it's a casual, informal platform. Don't worry about using perfect photos, and avoid any sense of staging, preplanning, or even official messaging.

Snapchat works best for telling behind-the-scenes stories -- giving a personal and authentic glimpse into the workings of your company and brand.

5. Be Snappy

If there's one thing that's unique to Snapchat, it's the ephemeral nature of snaps and stories. Make use of the fleeting nature of these posts, encouraging quick and direct engagement.

That might mean offering coupon codes to be used almost immediately, or telling stories that are as close to real time as possible.

"You only have a day to get your message across and make an impact, which means marketers are pushed to make ads more fleeting and creative," remarked Elizabeth Closmore, global head of product evangelism at Sprinklr.

Snapchat's Unique Style

Most importantly, make sure to use the unique marketing and advertising features of Snapchat, and create content that's designed specifically for this platform. In particular, Snapchat users like to do things, and to engage them you have to be fun and interactive.

"The ads on Snapchat can be -- and have to be -- focused on actions to take: product to buy, events to go, things to do," said Sanchot. "You can't be descriptive -- it's not enough."

In other words, become familiar with the language and rhythm of Snapchat, and use that awareness to your advantage.

"Snapchat ads are not one-size-fits-all-social-networks," Closmore told the E-Commerce Times.

"Marketers can't necessarily copy and paste their Facebook and Twitter strategies onto Snapchat, she pointed out. As such, Snapchat demands that brands create fresh content for its platform and really become familiar with its unique language and style."

Vivian Wagner has been an ECT News Network reporter since 2008. Her main areas of focus are technology, business, CRM, e-commerce, privacy, security, arts, culture and diversity. She has extensive experience reporting on business and technology for a variety of outlets, including The Atlantic, The Establishment and O, The Oprah Magazine. She holds a PhD in English with a specialty in modern American literature and culture. She received a first-place feature reporting award from the Ohio Society of Professional Journalists. Email Vivian.

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5 Ways to Use Snapchat to Target Millennials

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Once just a hangout for teenagers, Snapchat has matured into an engaging and effective social media platform. If you're trying to reach a younger demographic, it's somewhere you probably want to be. "Snapchat is the best channel to reach young people, as they count for more than two-thirds of its audience and are very active users," said Melissa Sanchot, head of marketing at MakeMeReach.

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Getting customers -- and keeping them -- is the name of the game in e-commerce.

"The e-commerce market is crowded and noisy, and brands need to do everything they can to differentiate themselves from the pack," said Eric Hansen, CTO of SiteSpect.

"Loyalty programs do just that, giving a brand the edge they need to stay a step ahead of their competitors," he told CRM Buyer.

1. Think Beyond Rewards and Points

Inspiring loyalty to your brand and your products is a vital part of e-commerce, but the best loyalty programs go beyond offering rewards and points.

Building true, lasting customer loyalty involves incentivizing customers to spend time at your site and, most importantly, to return.

"A loyalty program can really be anything that inspires a customer to keep coming back," explained Hansen. "With that in mind, brands would do well to broaden their thinking when they consider inspiring loyalty. The traditional loyalty programs that offer perks like loyalty points and free shipping are great, but they are by no means the only perks brands can offer customers."

For instance, thinking beyond the usual loyalty offerings could mean offering a branded app to draw customers in -- and keep them coming back.

"Offering a branded app that centralizes the customer experience can be a fantastic way of not only streamlining the customer experience, but also establishing a trusted customer touchpoint," said Hansen. "Brands can use this trust to offer targeted upsells and promotions, allowing fast and easy purchasing of favorite products."

2. Offer a Personalized Experience

One of the most important steps that e-commerce businesses can take toward building a loyal customer base is to cater to those customers' desire for attention, care and understanding.

"A loyalty program is all about bringing value to customers through offerings that feel tailor-made," said Como SVP Yair Holtzer, head of Como USA.

"To do so, retailers need to leverage the data they gain from their customers' online behavior to communicate with them in a personalized way," he told CRM Buyer. "That personalization involves relevant product recommendations, contextual content, customized messages and more."

Personalization can create a deep sense of loyalty. Customers want to be understood, and they appreciate the time and effort they can save if a retailer knows the kinds of products and services they're looking for.

"A personalized customer experience is one of the most powerful perks out there," said SiteSpect's Hansen. "Presenting customers the products they want every time they visit the site -- as well as providing helpful, targeted suggestions and promotions -- will inspire loyalty."

3. Be Data-Savvy

Collecting and interpreting data about customers' past purchases and behaviors is a central component of tailoring their experience when they're on your site.

"Reward frequent shoppers by collecting data on their past purchases, preferences and recently browsed items," said Hansen. "If a customer rarely has to search for the product they want and they feel like the company knows them well, they will be less likely to go elsewhere for their needs."

Gathering and interpreting data is a way of getting to know your customers, and that data can, in turn, enhance their shopping experience and potentially inspire them to buy more.

"Start by categorizing your customers into segments, giving each customer tags based on their shopping behavior -- such as purchased items, total spend per visit, frequency, etc., or personal information," suggested Holtzer.

"I recommend using these tags to group customers into around three or four different tiers," he continued. "Each tier should have its own rewards program based on a specific ratio of points earned to amount spent, as well as personalized offers. This tier-based approach helps you convert low spenders into major customers, by presenting them with enticing deals that are based off of their personal preferences and behavior."

4. Provide Good Content

The more helpful, complete and engaging the content is on an e-commerce site, the more likely customers are to shop there -- and to return.

Including in-depth product listings, downloadable manuals, comparison guides, and well-produced videos might not look like a traditional loyalty program, but providing strong content can be an effective strategy in the process of building trust between a business and its customers.

"When companies have good content on their site, it inspires loyalty," observed Kenji Gjovig, VP of partnerships and business development for Content Analytics.

"Good content will help a buyer make a good decision," he told CRM Buyer. Customers can shop many different places, so it's important to increase the stickiness of a customer within your own ecosystem."

5. Incorporate Social Components

Enhancing the social experience of shopping is another way to build a sense of loyalty and belonging, along with attracting new customers.

"Today's customers place a huge premium on a sense of belonging, and loyalty programs that nurture that desire have had a lot of success of late," said Hansen.

Customers are social, after all, and they often appreciate seeing their social lives mirrored in their shopping experience.

"Loyalty programs that focus on incorporating social components, allowing a shopper and their friends to interact on a brand's site, can help to create new value for a loyalty program by enabling consumers to not just see recommendations based on their past purchases, but also based on friend's preferences or picks," said Hansen. "This showcases that the brand understands how today's shopper browses online instead of in a mall."

In fact, some promotions work best when they have a social component, and they ultimately can inspire loyalty in a whole network of customers.

"Capitalizing on social data, these same companies can also take the time to understand promotions that may work better for a group rather than individuals," explained Hansen.

"For example, sharing a deal that if a consumer and three of her friends buy winter boots they all get 25 percent off could help to drive sales of boots and incentivize a group to direct their boot needs to that particular brand," he said.

In the end, it's vital that businesses remember that loyalty is all about developing a connection with their customers.

"Going way beyond rewards and points, a loyalty program makes customers feel appreciated and connected to the brand," said Como's Holtzer. "This method transitions consumers from shoppers to loyal customers who consistently return."

Vivian Wagner has been an ECT News Network reporter since 2008. Her main areas of focus are technology, business, CRM, e-commerce, privacy, security, arts, culture and diversity. She has extensive experience reporting on business and technology for a variety of outlets, including The Atlantic, The Establishment and O, The Oprah Magazine. She holds a PhD in English with a specialty in modern American literature and culture. She received a first-place feature reporting award from the Ohio Society of Professional Journalists. Email Vivian.

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5 Innovative Ways to Inspire Customer Loyalty

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Getting customers -- and keeping them -- is the name of the game in e-commerce. "The e-commerce market is crowded and noisy, and brands need to do everything they can to differentiate themselves from the pack," said Eric Hansen, CTO of SiteSpect.

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This holiday selling season may have been a good one for retailers, but every silver lining has a cloud. In this case, one shadow will be cast by chargeback fraud, which can occur when shoppers make purchases with a credit card and then request chargebacks from the issuing bank instead of from the merchant.

"Merchants bleed (US)$227 for every dollar lost to e-commerce fraud," said Robert Capps, authentication strategist at NuData Security, citing data from Kount, a fraud and risk management solutions provider.

Etailers are "more susceptible to chargebacks, as they deal in card-not-present transactions," observed Monica Eaton-Cardone, COO of Chargebacks911.

"Deliberate chargeback fraud is predicated on the idea that the cardholder didn't approve the transaction," Eaton-Cardone told the E-Commerce Times. "The more distance between a cardholder and the merchant, the harder it is to verity the customer's identity, and the greater the risk that the transaction will turn into a chargeback."

Opening up to more remote channels "will make the need for chargeback mitigation greater than ever," she said. Chargeback911 projects chargeback costs will total about $25 billion by 2020, and "many of those" will be fraudulent.

The Pain of Etailers

Online fraud has increased dramatically, going up 33 percent in 2016. The success of chip-enabled cards "has greatly reduced the volume of counterfeit card fraud," NuData's Capps told the E-Commerce Times, driving criminals online.

Generally, brick-and-mortar stores have "sub-1.0 percent" chargeback rates and retailers about 0.5 percent, noted Kevin Lee, trust and safety architect at Sift Science.

Digital goods sold online have the highest chargeback rates, "often above 1 percent," he told the E-Commerce Times. That's partly because online fraudsters can be anywhere and transact any time, and partly because the laws for online crimes are more difficult to enforce.

"Stealing a $4,000 TV from bestbuy.com has a much lower penalty than stealing $400 from a 7/11," Lee pointed out.

However, there are actions etailers can take to mitigate the risk.

1. Beef Up Website Security

The merchant's website "is primarily where the most fraud occurs in regard to the merchant's responsibility," Capps remarked.

"Direct Web access to the merchant site is probably the best attack point for a fraudster, since that merchant is alone and often doesn't have the protection in place to stop abuse on their site," Sift's Lee said.

2. Use Tools to Verify Customers' Identities

"You need to employ tools to verify customers' identities -- like address verification and CVV alongside fraud filters," Chargebacks911's Eaton-Cardone recommended.

Additional tools, like delivery confirmation, are valuable as evidence if a transaction evolves into a chargeback, she said.

Simility earlier this year introduced 3-D Secure, a protocol designed to be an additional security layer for online credit and debit card transactions. 3-D Secure uses advanced machine learning combined with rules to evaluate each transaction in real time across attributes including device fingerprinting, in-session behavioral analytics, proxy filtering and geolocation. NuData Security's flagship product, NuDetect, helps companies identify users based on their natural behaviors online.

3. Turn to the Experts

SMB retailers "should implement third-party transaction risk systems to reduce exposure to fraudulent transactions," Capps suggested.

They should look at solutions that shift the responsibility for verifying transactions back to the card issuer or a third party that will guarantee the transaction.

The cost of such services often is less than the cost of the fraud they could incur, Capps pointed out.

"The best approach to deal with chargebacks is to outsource them to a firm with the necessary expertise," Eaton-Cardone said.

"If fraud prevention isn't viewed as a core competitive advantage, partner with an external company like Sift Science that specializes in [combating] this type of abuse," Lee said.

4. Change Your Approach to Suit the Times

Don't rely on traditional approaches, Lee cautioned.

"The traditional way is to create rules on what types of transactions a merchant wants to accept or decline," he said. Such rules might include requiring presentation of a driver's license to verify identity, and declining transactions where billing and shipping addresses don't match, for example.

These rules do curtail fraud, but also might turn away potential customers.

"Consumers tend to have even less patience in this on-demand, instant gratification economy," Lee noted.

"The only sustainable way to keep fraud under control is a combination of several factors," he said, including the following:

Machine learning models that analyze user behavior in real time and can predict the probability of fraud;

Manual review of cases that fall into grey areas, as "the human ability to understand context is invaluable and cannot be replaced," according to Lee; and,

Rules, because "some things just can't be allowed to happen."

5. Be Aware of Outside Events

The recent Equifax breach, which may have compromised the personal information of 143 million people, is going to make things more dangerous for retailers, Eaton-Cardone warned, as it may lead to an increase in chargeback fraud.

"Thanks to the EMV liability shift, the cost of the Equifax incident will overwhelmingly impact online retailers," she said. "We just don't now how much it will cost yet."

Richard Adhikari has been an ECT News Network reporter since 2008. His areas of focus include cybersecurity, mobile technologies, CRM, databases, software development, mainframe and mid-range computing, and application development. He has written and edited for numerous publications, including Information Week and Computerworld. He is the author of two books on client/server technology. Email Richard.

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5 Ways Etailers Can Fight Chargeback Fraud

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This holiday selling season may have been a good one for retailers, but every silver lining has a cloud. One shadow will be cast by chargeback fraud, which can occur when shoppers make purchases with a credit card and then request chargebacks from the issuing bank instead of from the merchant.

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ARTICLE FOR ELAINE (E-COMMERCE INDIVIDUAL ASSIGNMENT)

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One thing the latest holiday sales season made crystal clear is that mobile commerce is on the rise.

On Cyber Monday -- which set an all-time-high overall sales record of US$6.6 billion -- mobile shopping totaled 47.4 percent of visits to retailers' websites, according to Adobe, which analyzed 1 trillion visits to more than 4,500 retail sites.

Revenue from purchases made over smartphones grew a record 39 percent year over year to $1.6 billion, and mobile transactions closed at a 12 percent higher rate on Cyber Monday 2017 over the previous year.

"On our customers' sites, we're consistently seeing about half of all traffic coming from mobile," said Graham Cooke, CEO of Qubit.

A pre-holiday survey of 1,000 shoppers, conducted by Leanplum and Branding Brand, uncovered the following:

65 percent of shoppers planned to make purchases using mobile devices;

64 percent expected to use mobile to learn about sales, coupons and other deals;

50 percent would opt-in for push notifications; and

35 percent intended to use smartphone apps to do their shopping.

Etailers could do much more to milk the mobile shopping cow. Revenue per visitor is 56 percent lower on mobile than on desktop.

"Traditional mobile sites aren't designed for the way people want to discover new products," Cooke told the E-Commerce Times.

Following are some steps SMB etailers can take to improve their mobile performance.

1. Get the Basics Right

"Make it easy to log in from mobile," Cooke advised.

Product pages should feature large, high-quality images that can be zoomed into," he suggested. Also, the online checkout "should involve as few pages as possible."

Don't worry about snazzy features like artificial intelligence until your basics are sound, Cooke said. "AI isn't capable of creating information -- just capable of reorganizing or mining information."

Etailers need to collect data in a useful and consumable form first.

2. Make Product Search Easy

Customers often use a traditional hamburger menu as the way to find products in brand catalogs, some of which include thousands of items, Cooke pointed out.

"Coupled with the small screen, brands face a real challenge when it comes to increasing the conversion rates and RPV in mobile, especially when traffic to mobile is increasing," he said.

Meanwhile, competition from social networks such as Instagram and Pinterest, which have been pursuing e-commerce as part of their future growth strategies, has been on the rise.

3. Increase Site Stickiness

"Mobile app users are more loyal, and when a user registers for an account within your app and starts exploring, you get access to their name, location, interests, behavior and more," said Joyce Solano, VP of global marketing at Leanplum.

"Each of these data points gives you an opportunity to customize a push notification or email with relevant details, such as what a shopper previously browsed, and lure them back to your app again," she told the E-Commerce Times.

4. Send Push Notifications

It's crucial to re-engage shoppers, Solano noted, and the best way to do that is through push notifications.

When shoppers add items to their cart but do not check out, etailers "can send them a reminder with personalized details, like their name and cart time, to gently push them toward conversion," Solano said.

Sending mobile push notifications using the app in-box, and sending emails at scale will "increase revenue exponentially, which more than pays for itself," she pointed out.

Marketers sent 2.7 times as many mobile push notifications on Black Friday, and users opened those notifications 2.6 times as often as they normally do would, according to the Black Friday Mobile Report LeanPlum and Branding Brand released.

5. Add Muscle to Push Notifications

Make it easy for consumers to make a purchase when they open your push notification by giving them a seamless checkout flow, the report advises.

Some possibilities:

Offer a sign-in option with stored information from the customer's previous checkout;

Add a progress bar if the process is long; and

Offer streamlined payment with a digital wallet or Apple Pay.

Run A/B tests of all new changes against the original to continually optimize, the report advises.

6. Reinforce Site Security

Data breaches have become common, and they can cost etailers customers. Sixty-one percent of the online shoppers who took part in a recent survey said they would stop doing business with a company that experienced a data breach, Gemalto found.

Some of the main access points that need to be secured are mobile apps, mobile Web browsers and APIs, said Deepak Dutt, CEO of Zighra.

Existing solutions based on rules engines that look at device ID, blacklists and IP addresses "are becoming ineffective as fraudsters change their patterns," he told the E-Commerce Times.. Further, maintaining and updating the rules regularly is labor-intensive.

SMBs should adopt machine learning approaches with specific concepts and categories that can be used to build consumer-device behavioral models, Dutt recommended.

Those methods will detect deviation in normal activity without disrupting shoppers' normal routines, he said, and "also eliminate the frustrating process of setting up and answering extra security questions that drive consumers away."

Richard Adhikari has been an ECT News Network reporter since 2008. His areas of focus include cybersecurity, mobile technologies, CRM, databases, software development, mainframe and mid-range computing, and application development. He has written and edited for numerous publications, including Information Week and Computerworld. He is the author of two books on client/server technology. Email Richard.

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6 Ways to Boost Your Mobile Commerce Performance

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One thing the latest holiday sales season made crystal clear is that mobile commerce is on the rise. On Cyber Monday, mobile shopping totaled 47.4 percent of visits to retailers' websites, according to Adobe. However, etailers could do much more to milk the mobile shopping cow.

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CHAPTER 3-ADVERTISING AND PROMOTION CLASS

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CHAPTER 3-ADVERTISING AND PROMOTION CLASS

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This may help you for HRM INDIVIDUAL ASSIGNMENT. You may refer to other samples in the websites that I had already stated in your assignment.

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This may help you for HRM Individual assignment. You may refer to other samples in the websites that I had already stated in your assignment.

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DEADLINE: 26 FEBRUARY 2018

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RUBRICS FOR INDIVIDUAL ASSIGNMENT (HUMAN RESOURCE MANAGEMENT)-COVER LETTER & RESUME

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RUBRICS FOR INDIVIDUAL ASSIGNMENT (HUMAN RESOURCE MANAGEMENT)-COVER LETTER & RESUME

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DEADLINE: 27 FEBRUARY 2018

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COURSE OUTLINE HUMAN RESOURCE MANAGEMENT

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COURSE OUTLINE HUMAN RESOURCE MANAGEMENT

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E-COMMERCE NOTES (CHAPTER 1)

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HUMAN RESOURCE MANAGEMENT(NOTES)