E-store at Shell Canada Ltd.

04/11/2023e-Store At Shell Canada Ltd. 1

e-STORE AT SHELL CANADA LTD.

PRESENTED BY:KAMAL PANDEY (10)

RAVI SEMWAL (22)VIVEK DUBEY (32)

DIGVIJAY SINGH BISHT (33)


1) Facts Surrounding The Case2) Key Issues3) Problems4) Alternative Courses Of Action5) Evaluation Of Alternative Courses Of

Action6) Recommendation Of The Best Course Of

Action

CONTENT


FACTS

O&G Industry In Canada: Canada – 9th largest producer of crude oil in the

world. Exports mostly to US. 1.7 bbl exports. Co’s operating: Shell Canada, Imperil Oil, Petro

Canada, Suncor and Husky Energy.Shell Canada Ltd:

One of the largest integrated petroleum company in Canada.

Leading manufacturer, distributor & marketer of refined P.P’s.


ORGANIZATIONAL STRUCTURE FOR SHELL


Shift in the Canadian marketplace for fuel and lube products.

This would effect increased downward pressure on margins.

2 emerging customer groups:i) Transactors: Highly Price Sensitive Customersii) Progressives: Price In-sensitive Customers

BACKGROUND


Self – Serve Strategy at Shelle-Storee-CATSe-Store Operations and

Management

KEY ISSUES


Shift from local sales representatives in rural areas to a centralized sales force located at Shell’s headquarters.

Customers could directly interact with them via phone and fax.

This would decrease the cost of operation and ultimately decrease the cost of products.

Shell had been pursuing a self serve strategy for a number of years.

This strategy began with an increased reliance on telephone communication then moved to EDI.

Self – Serve Strategy at Shell


Shell was the first to initiate this concept. This project was intended to capture 2%

market share within agriculture segment. Implementation of this online system

required the development of at least some of the applications since they were not readily available.

Integration of at least six technology.

e-Store

04/11/2023e-Store At Shell Canada Ltd. 9e-BUSINESS KNOWLEDGE ACQUISITION THROUGH PROJECTS


Two development platforms to offer: - One that was mature based on old, withering technology. - One that was about to be released based on new

emerging technology. Selecting one of the above was the main task. Project team deployment:UK: e-Business Program ManagementHolland: Application hosting and supportAustralia: User hosting and supportToronto: Software development by the vendor using its

platform.e-CATS platform was implemented for markets in Holland, England and Brazil.

e-CATS (Electronic Customer Access To Shell)


To make e-Store work, an array of business and technical operations had to be put in place.

Technical Side: Services influenced by the systems architecture at Shell.

Design: Front End (Customer would interact with catalogue, price quotes, order placement, review reports) and Back End (Business logic, system interfacing and data storage services).

e-Store Operations and Management


Number of customers signing up for e-Store was tracking upwards the target of 2000; however, the number of customers actually using e-Stores was staying flat.

How to effectively market over the internet and effectively integrate a tool like e-Store with traditional channels to market traditional marketing plans?

PROBLEM


Investigate why customers were not using e-Stores?

i) Report From The Field: Findings-Some customers had not heard about e-Store.Those who knew the system preferred to deal with

local sales representative.Some felt that placing online orders were no

better than placing orders directly through the 1-800 call centre or faxing orders in directly.

Phone and fax machine were easier and cheaper than using an online system.

TASK


ii) Report From The Consultant: Findings-Some customers did not remember the link

(URL) for the e-Store website.Customers have problems remembering

passwords.Log-in screen was confusing.Customers were unaware of e-Business centre

at Shell.Long response time while placing online orders.e-Store brand appeared to be confusing to

customers since the site was not really a stores.

Cont…


1. Advertising E-stores Through Print/Electronic Media.

2. Distributing Leaf-lets.3. Educating Existing Customers About E-stores

And How To Use It.4. Make It Clear Why People Should Purchase

From You.5. Provide Many Ways To Find Products.6. Consider Including Some Advanced Features.7. Keep It Convenient.8. Avoid Surprises.

ALTERNATIVE COURSES OF ACTION


1. Advertising e-Stores through Print/Electronic Media:Since many customers were unaware of e-Stores, there was a strong need to inform customers about e-Stores through advertisements in print/electronic media.

2. Educating existing customers about e-Stores and how to use it:This can be done with the help of local sales representatives.

EVALUATION OF ALTERNATIVE COURSES OF ACTION


3. Make it clear why people should purchase from you:

It’s important to make clear from the outset what value you’re providing to customers.

Why should they purchase anything from your website? Do you offer low prices/Fast shipments/Unbiased, high-quality product reviews/A wide selection of products/A specialized set of products that are hard to find/Ease of use.

This is your up-front value proposition, the core value that is woven into the design and organization of the entire website.

Cont…


http://www.amazon.com/


4. Provide many ways to find products:Web sites must provide multiple ways to navigate

because customers look for products in many different ways.

Some customers know exactly what they’re looking for and want to type the name of the product into a search bar and jump straight to that product’s page.

Predictive input can help streamline the product selection process further.

Other customers have only a vague notion of what they’re looking for and want to explore lots of browsable content to get a better sense of what’s available.

Cont…


http://www.empirepatiocovers.com/


Find new ways to help your customers scratch itches they didn’t even know they had.

Tell your customers what new and interesting products you have by showcasing Featured Products on your Homepage portal.

Help them find related or more expensive versions of products by cross-selling and up-selling.

Drive more sales by providing personalized recommendations specially tailored to their individual interest and needs.

Cont…


5. Keep It Convenient:Customers love to be able to search vast stores of

information, see many clean product detail pages that provide thorough descriptions, and compare products.

In doing so, they can make more educated decisions about the products and services they need.

On the flip side, if the information you provide is not easy to find, your customers will become frustrated and perhaps even leave. Finding one thing they like may motivate customers to look for other things they like.

A site that facilitates collecting multiple items in a shopping cart can greatly simplify the shopping process.

Cont…


http://www.leblas.com/necklaces


7. Consider Including Some Advanced Features:After you’ve solved the basic mechanics of shopping and

purchasing, you might want to look at some more advanced issues.

For example, many people purchase products as gifts for other people.

Gift Giving involves numerous details, such as wrapping, receipts, personalized notes, returns, and buying multiple gifts and sending them to multiple destinations.

As another example, some people may be interested in seeing their order tracking and history to check the status of their purchases or see what they’ve bought in the past.

Cont…


8. Avoid Surprises:Customers want to know what to expect when they

start shopping because it will take at least a few minutes to complete the transaction, and they don’t want to have a surprise toward the end.

Full disclosure about site polices up front is important to shoppers. They generally have 3 areas of concern:

i. Privacy and Securityii. Additional Chargesiii. Returns

Cont…


The best course of action will be integrating all the above discussed alternatives in a single web site.

Differentiate your site so that customers know why it’s compelling and valuable.

Give shoppers browsing and searching tools, and provide rich, detailed information about your products and services.

Make your site accessible to everyone. Every page should include clear links to privacy and

security policy, shipping and handling polices, return policy, and frequently asked questions.

Let customers collect items in one place and check out quickly, with minimal distraction.

RECOMMENDATION OF THE BEST COURSE OF ACTION


THANKS!

E-store at Shell Canada Ltd.

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