Our Blog theme is “Malt Whisky”, so in this homework I have chosen to examine and write about an e-business web site, which sells whisky online and is one of the biggest online shops in this category. I am talking about “The Whisky Shop” (http://www.whiskyshop.com/).
They are the largest whisky only specialist in the UK with 13 shops nationwide. Their online shop is the clearest and simplest online Whisky Shop, at least that’s what they believe.
First of all, let’s see what this online whisky shop is offering to the final consumer. They claim that they have one of the largest collections of single malt whisky bottles and that they can deliver them to any place in EU. They also have a very organized gift service, through which they will find the ideal gift for you, depending the occasion, and they will deliver it anywhere in the UK, safely and securely packaged, containing also your own personal message.
Through this web site you can choose your desired single malt quickly, using the search engine of the site, or browsing the bottles by distillery, region or age.
Besides, the site contains a Top 10 of Single Malt Whisky, refreshed every single week and you can also find further details for every specific bottle that this shop is selling along with recommendations for similar products.
Frequently you can also find Promotions for many products and news about events or new releases.
The sales engine of this site contains the basket logic, that is the customer choose products and he collects them in a basket, until he decides to check them out which means to buy them, filling his personal information and the shipping address along with the payment details.
In Whisky Shop you can also find rare whiskies, such as Macallan Fine Oak 30 years old which is a single malt Highland scotch whisky and costs 300.00£, or a bottle of Bunnahabhain 25 years old for the price of 175.00£.
Another advantage of this e-business site is that you can find some unique treasures, that means bottles straight from the cask. Customers of The Whisky Shop constantly search for the different and the special, whether it be a treat for themselves or a gift for someone else. At The Whisky Shop they stock a vast range of different whiskies covering all the mainstream brands as well as the independent bottlings. They like to think that they go the extra mile for their customers and their relative size allows them to reach beyond the traditional supply chain and produce their own exclusive offerings.
In 2004 they introduced their GlenKeir Treasures range. They launched the concept with a truly unique range of single malt whiskies that they purchase in wood directly from the distiller. The whiskies are decanted into oak barrels within their shops, from where they are hand bottled as and when purchased by the customer.
GlenKeir Treasures were first introduced to The Whisky Shop’s new outlet in Edinburgh’s Victoria Street, close to the Royal Mile and the range has now been rolled across all stores in the estate. The Treasures have gone down a storm with customers and many want to explore the whole range once one variety has been purchased.
Their deliveries so far have included a Ledaig 8 year old, a Glenrothes 10 year old, an Aberlour 9 year old, a Deanston 12 year old, a Ben Nevis 10 year old and a Macallan 15 year old. They have a number of other makes in the pipeline. They have also expanded the concept to encompass a cast strength range and a celebration miniature.
We already mentioned that Whisky Shop has 13 shops nationwide, except this online e-shop, so we have to deal with a click and mortar (click and brick) organization, that conducts some e-commerce activities, but do their primary business in the physical world. Furthermore, we have to do with a typical B2C Business to consumer EC which includes retail transactions of products (whisky bottles etc.) from business to individual shoppers. In this model, sales are made from retail to consumer, making distribution more efficient, so we have a typical example of Online Direct Marketing, for this web site, which is of course the most obvious model of selling products online. According to the definition of e-marketplace (or marketspace), a marketplace is a place in which sellers and buyers exchange goods and services for money, but do so electronically. We can easily comprehend that “The Whisky Shop” is definitely an e-marketplace or simply a marketspace, which has customers (the millions of people worldwide who surf the Web), products (like a simple marketplace, which are the bottles of Whisky) but has also an Infrastructure which includes electronic networks, hardware and software of this web site and finally some support services like the distribution procedure for delivering the purchased goods, etc.
Of course, like every other e-business web site, it has its Front-End and Back-End environment.
Furthermore e have to do with an Electronic Storefront, as it refers to a single company’s Website where products are sold and it belongs to a retailer and contains both an electronic catalog and a search engine that helps the consumer find the desired products from the catalog. It also contains an electronic cart, as we described earlier in this document, called basket, for holding items until checkout and other customer services, such as product information.
Finally we are talking about a specialized store that sells only specific products (malt whiskey) and refers to specific customers (whisky fans).
This Web site does not have blog services, but I think that such an implementation will add many positive facts in this site and will make it more interactive and interesting. For example through blog services, the site will have its own forum, in which customers can discuss about various whisky labels and distilleries and exchange their experiences. They could also post their own posts in the site and grade the site’s products. Except that, the user will make his own decision about a certain whisky, which he has never tasted before, easier and safer, just by tracking other users’ comments.