Rationale for a fictional website design and development

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Many of the communications tools listed are well applicable in these circumstances and we need to start with the actual characteristics of the business to determine which are the most effective. First of all, this is a direct-to-consumer business to the online shopper. Given the fact that this website offers fashion and luxury products, we will assume that these are consumers that are well aware of what they want. However, the relationship with them needs to be, most of all, informative.

As such, a newsletter is essential in letting consumers know about the changes that have occurred and the new products that may have appeared. For example, the current year marked the apparition of a bridal boutique and new distribution centers are expected for 2007 and 2008. A newsletter will give the company the possibility to announce existing (we are assuming that these are current consumers who have left their email address with the company) clients of new products. As a low cost, highly effective marketing tool, the newsletter will market new outcomes and can include future plans for development etc.

A chat room can also be useful, maybe also in the form of an online call center (a chat room where you can talk with somebody from the company about issues that are of interest for you). First of all, this will encourage a direct communication with the clients, but it might also help generate new ideas. For example, in a chat room, new trends may be discussed, as well as what the customers would like to see new from Lavish Inc.

I think that a call center or a bulletin board are pulling away from the closeness with the clients that a newsletter or a chat room are likely to build.

2. The most important information is associated with the vendors and merchandise. The customers need to be aware at all times of the developments in the company's portfolio of activity, as well as what the characteristics of new products are in terms of price, design or materials. Another type of information that needs to be provided is related to the online mechanism for administrative issues such as online ordering and payment, delivery and logistics. The client will need to be fully aware of these issues and could be informed both through a FAQ page on the website and a page with administrative explanations, as well as through the newsletter and through the chat room, by company employees that can facilitate this.

Another important information, especially since this is a direct-to-customer business, can be the future trend in the company, letting the client in on future strategies that the company is planning. For example, if the bridal boutique was announced in due time, then it is likely that some current clients might have cancelled their intention to but a bridal gown elsewhere, knowing that Lavish would provide this. The informational function can play an important promotional function as well.