Table I summarizes the Technological components met at the selected web site www.thewhiskyexchange.com and their business significance.
| # | Technological Component | Business need | Strategic importance |
| 1 | Complete Home page – Virtual store | Attract customer-whisky fan to visit the virtual store | Company mission statement – raison d’être: one stop shop for Whisky fans |
| 2 | Product catalogue banners | Simulate the physical products’ catalogue |
|
| 3 | Virtual basket zone | Simulate the physical shopping basket |
|
| 4 | Gift packs banners | Facilitate customers to make surprise gifts | Attract prospect customers’ friends |
| 5 | Clearing & special offers banners | Highlight and facilitate access to discounted goods | Attract price-sensitive customers |
| 6 | Newsletter- Mailing list subscription mini window | Create customer base
Keep customers informed |
|
| 7 | Secure payment, Accreditations & Partnerships logos | Ensure payments security and data privacy |
|
| 8 | Promotional – Informative banners ; quick links | Simulate the physical, cal in-store promotions | Help new customers to navigate the store |
| 9 | Search functionality | Simulate the interaction with the Store employee | Help customers to find what they look for and eventually buy more |
| 10 | Embedded currency converter | Facilitate transactions with international customers | Help customers understand the cost of goods, remain at the web site and eventually buy more |
| 11 | Interactive map for physical store location | Facilitate customers who wish to visit the physical store | Attract customers who wish to have the physical store experience |
| 12 | Help and support center zone | Simulates the store concierge | Help customers to find what they look for and eventually buy more |
| 13 | Products short description, history, preview | Improve customer experience and attract interest |
|
| 14 | Reviews submission engine | Understand customers’ pulse and preferences | Improve Products’ catalogue |
