Man3120 – E-Commerce in Retailing - Dissh Shopping Cart & Checkout Process Report

Focus on Shopping Card and Checkout Process which is analogous to the Purchase (and Payment) Decisions stage in the consumer decision making process.

Blueprint (illustrate) and describe the Shopping Cart and Checkout Process of the fashion transactional website.

• Suggestive framework: Bitner, M.J., Ostrom, A.L. & Morgan, F.L. (2008), Service blueprinting: A practical technique for service innovation, California Management Review, 50(3), 66-94.

Indicative structure of the report:

• The fashion transactional website – an overview of its brand history and positioning, target market, establishment history of the website, and other essential background information (150 words)

Dissh is a South-East Queensland based ‘bricks and clicks’ women’s fashion retailer. The company was founded in 2001 and has a well-established brand in Queensland, and the accompanying transactional website was launched in 2011 by Eightball Media, which currently sells products into Australia, New Zealand, USA and the UK. The store stocks a range of Dissh branded and contemporary Australian label clothes and accessories.

Dissh attracts the target market of ‘young women who want to live a full, happy life while looking and feeling confident’ (Dissh, 2015).  Specifically, this market comprises of females aged 15-30, typically within the Australian region, who are fashion forward, however also enjoy mainstream trends. The pricing bracket of Dissh ($16AUD-$140AUD) indicates that the company focuses on these mid-range income females (Australian Bureau of Statistics, 2013) who value low cost, good value, on-trend fashion.