Electronic Commerce - A Managerial Term Paper

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The main objective of e-shop promotional program consists in attracting traffic, and especially visitors, and potential buyers. Given the current state of the restaurant and its significant growth objectives, it is recommended to implement an aggressive strategy that is able to create a strong image of the restaurant in the customers' mind. For example, the advertising strategy should start with registering the website in several search engines. This will not ensure the necessary volume of traffic, but it is the first step in order to attract users. Another aspect of the strategy consists in placing animated banners. It is recommended to place the banner in the lower part of the page, next to the scroll bar located on the right side of the first screen, due to the high click-through rate provided by this method. Email marketing is also a very efficient method for attracting website visitors.

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It is also recommended to use sponsorship programs, contests, and loyalty programs based on customer satisfaction.

There are four principles that must be applied in order to ensure the website's success: interception, accessibility, cumulative attraction, and compatibility. The interception principle refers to the website's potential to attract visitors through promotional techniques. The accessibility principle refers exclusively to technical aspects regarding navigation possibilities. Cumulative attraction is in strong relation with interception, discussed above. Compatibility refers to technical supports and technical systems used by the seller and the buyer in their transaction.

Reference List

1. Cafe Bistro Coffeehouse Business Plan. The Watertower. Bplans online. Retrieved January 31, 2008 at http://www.bplans.com/sample_business_plans/Restaurant_Cafe_And_Bakery_Business_Plans/Cafe_Bistro_Coffeehouse_Business_Plan/Products_fc.cfm......

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