Case Study Questions

1. Why did Dick’s decide to leave eBay and take over its own e-commerce operations?

Dick’s decided to leave eBay as their e-commerce provider because of cost. Due to the success of Dick’s e-commerce, the agreement with eBay had become too great of an expense. Dick’s made the decision to bring their e-commerce presents back in-house to help control cost.

2. What is Dick’s omnichannel strategy?

Dick’s omnichannel strategy is to use its physical Dick’s stores as distribution centers for online orders as well as traditional retail showrooms. This strategy helps to increase efficiency while reducing shipping times. The added efficiency helps to utilize the brick-and-mortar stores weakness of excess infrastructure into a strength as multiple distribution centers. Additionally, Dick’s online platform also allows for local customers to use an in-store pickup option to further utilize its omnichannel strategy.

3. What are the three steps in Dick’s migration to its new website?

Dick’s started its migration to its new website by development of its proprietary e-commerce platform and integrating its existing system. Next, Dick’s moved two of its lesser brands onto the platform to test for issues while it continued with development. The third step was to then launch all its merchandise onto the new platform.

4. What are the primary benefits of Dick’s new system?

Dick’s gains a few primary benefits from transitioning to its new e-commerce system. The new system includes the ability to buy online and pick up in store. Another benefit attained is the ability to sip from or to a store along with its associate ordering system. More benefits are experienced through the platforms ability to break down and test different pricing and marketing approaches by regions, better analytics, and improved product search functions. Dick’s has also benefited from better control over development cycles and speeds up testing and implementation time frames.




4. Choose two e-commerce software packages and prepare an evaluation chart that rates the packages on the key factors discussed in the section “Choosing an E-commerce Software Platform.” Which package would you choose if you were developing a website of the type described in this chapter, and why?



I would select Shopify. From the research I have done, Shopify seems to offer a more friendly user platform for individuals with limit experience in website design. This option would provide the quickest setup between the two packages. The use of templates creates the ease of use to help get the business up and running. It does lack the total customization ability of WooCommerce though. Other than this, both packages offer similar results and features.


5. Choose one of the open source web content management systems such as WordPress, Joomla, or Drupal or another of your own choosing and prepare an evaluation chart similar to that required by Project 4. Which system would you choose and why?



After researching WordPress and Drupal, I would choose to work with WordPress. I will concede that Drupal seems more secure and has much more customization available, but it is more complex. Because of Drupal’s complexity, it takes more time and knowledge than I feel I have. WordPress seems to be more favorable to someone with my limited experience with these types of software. WordPress would allow me to be up and running a lot faster than using Drupal. I would sacrifice the amount of personalization but would gain in time and cost savings. Along with these savings, WordPress has a larger community of users. The larger user pool would be advantageous when trying to work through issues.