Target.Direct: Customer Purchasing Satisfaction In E Commerce This Case Study Describes Issues Associated W/ Customer Satisfaction In E Commerce Purchasing In Reference To Target.Direct

790 words - 3 pages

Introduction"No matter what you are shopping for, Target.Direct has something to fit your style": Target.Direct self-advertises. Target.Direct, the direct merchandising and electronic retailing division of Target Corporation, successfully combines the e-commerce and direct marketing operations of Target, Marshall Field's and Mervyn's. Target.Direct not only combines, and, it also recently added, with one simple checkout.In this paper I am going to explain the main issues involved in customer satisfaction of online purchasing products and how Target.Direct addresses each issue. These issues include:·Purchasing Capabilities·Product Variety·Refinding a Product: The Wishlist·Customer Service·Ease of Checkout·Returning MerchandiseDiscussionPurchasing CapabilitiesWhen you purchase any item via Target.Direct you can use the usual credit cards: Visa, Mastercard, Discover, and American Express, but you can also use your Target Guest Card, Marshall Field's Card, or Mervyn's Card, issued by Target Corporation, Marshall Field's, or Mervyn's respectfully, for the purchase no matter what store it actually is provided by. The purpose of this is to heighten awareness of each stores various products to customers and to also give customers the convenience of purchasing from multiple stores with a single checkout.Product VarietyIt is obvious to most the variety that is available. You can purchase apparel, small appliances, home furnishings, toys, jewelry, decorations, sporting goods, candles, and a plethora of other items at Target.Direct. Plus, you can also easily access with its advertised over 3 million titles in books, music, and movies. There is sure to be something for everyone and every occasion with this array of merchandise available on Target.Direct.Re-finding a Product: The WishlistMany people like the ease of shopping online and finding exactly what they want. But, it makes customer satisfaction higher if the product is easy to find, especially after initially viewing it and then deciding to purchase it. Target.Direct has approached this problem in a simple way.Target.Direct has unique feature of developing various Wishlists. You can create a user account and simply browse the inventory that is available. When you view an item you like you simply click to add it to your Wishlist. Then, when you want to review your Wishlist it is simple click away.When you want to order something that you have marked on your Wishlist you simply login, view your Wishlist, and click to add an item from your Wishlist into your shopping cart and then continue to the checkout. This feature is an excellent way for people to re-find an item, or items, that they had previously...

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