The Cliptomania Web Store, Case Study Example

The Cliptomania Web Store

Cliptomania is a web store that deals in earrings and other jewelry. Founded by the Santos’ family, this company operates from home. The main aim of this is to reduce the costs of operation. Ever since it was started, this business has grown substantially with a consistent growth. The analysis of the Cliptomania shows that it has achieved a lot of success. The pro-activity of Santos is the main reason for Cliptomania’s success. This shop has taken the time to discover the gap that exists in the jewelry market. It has tried so much to capitalize on any moneymaking opportunities at the same time eliminating costs of operations. This company markets itself owed to its ability to offer customers high quality services and products.

The high quality products and outstanding customer services Cliptomania offers have been the key to its success. In the modern world, people have become sensitive when it comes to the jewelry they invest their money in. For this reason, Cliptomania has been on the run to offer a wide variety of products for clients to choose from. The liberal return policy this company uses has helped it ride high in the market. It has opened its wings to foreign countries something that has maximized its profits. Despite achieving success, this company has faced a number of challenges in commencing its e-commerce business. The first challenge this company faced was setting up the web store. There was no member of the family who had the expertise of coming up with the website. On top of this, there was no capital to hire an internet expert to do this task for them. Site design and software packages were difficult to find. The only trick they managed to use to evade this problem was by contracting with a vendor-Yahoo. Yahoo accepted to host the services of this company. Yahoo offered Cliptomania computer resources and software necessary to run its business. It also customized the template of Santos (Rosen, 2000).

Marketing was another challenge the company encountered in its early days of operation. The early days of the millennium dawn saw the cost of online marketing go high as many companies scrambled for space. However, soon, this company realized that the increased cost brought massive traffic to the website resulting to increased sales. This forced the company to consider getting into the search engine advertising (Wankel, 2008).

In the year 2006, the Santos decided to change Web service providers. One challenge they encountered when they did this was a drop off in search engine ranking. This meant that the number of customers dropped (Rosen, 2000). By changing their domain from cliptomania.com to cliptomania.net, they caused confusion in the search engines. This affected their business tremendously.

There are a number of ways recommended through which these issues can be solved. The first one is Cliptomania having a target market. The Santos needs to know who will buy their products online. If at all they are to make profits, their website needs to be easy to navigate. This will allow many customers to buy jewelry online. They also need to ensure their website has high visibility online (Wankel, 2008). Cliptomania can also opt to use click-and-mortar strategy as a way of cutting on the costs. This is an effective method of marketing brands. The content of the website needs to be updated frequently.

References

Rosen, A. (2000). The E-commerce question and answer book a survival guide for business managers. New York, N.Y.: AMACOM.

Wankel, C. (2008). 21st century management: a reference handbook. Los Angeles, Calif.: SAGE Publications.