Human Computer Interaction For Development And Management - Myer Case Study

Introduction of the Nominated Website

Discuss about the Human Computer Interaction for Development and Management.
 

Myer is a retail market chain which is situated in Australia. In 1900 MYER’s was founded by Sydney Myer in Bendigo Australia. This market deals with broad range of products for men, women, children’s accessories and clothing as well as footwear. It also deals with cosmetics fragrances, homewares, electrical equipment, furniture travelling goods. Many Australian models serve as a “FACE OF MYER”. It is Australia’s largest and well known department store. The main headquarter of MYER is situated in Docklands, Melbourne. Now Myer have over 14000 workers working in their departmental stores (Barrier, 2002). Myer is the only stores which have many chains in different states of Australia.  IN 1921 after purchasing the Doveton woollen mill Sydney Myer opens Myer Emporium in the same building in Melbourne. After few years of business Myer shares were listed in Melbourne Stock exchange then after the company gained interest in the market in 1925, the company’s shares were also listed in Adelaide stock exchange.  In 1934 the company had 5300 workers worker under them they also provided medical facilities as well rest rooms for the workers. After the death of the founder Sydney Myer in 1934 the responsibility of the business were given in the hand of Elcon Myer. After doing a successful business in Australia, Myer became Australia’s main property owners as well as developer.  In the year 1968 Myer purchased Geelong’s Lindsay’s stores and they renamed the business named as ‘Target’. They made the store as Discount departmental store (Chen, 2001). By introducing this new method business the company gained huge amount of profit and this method of doing business became successful.  In 1985 Myer emporium merge with GJColes &Coy and the companies name became Coles Myer limited. In 2006 after demerge from Cole Myer limited Myer made a history making clearance sale from $1.5 billion to $750 million. After crossing all hurdles in the year 2011 Myer first launch its online shopping sites.  In 2015 the company has updated business strategy for next five which states that the company from now will provide merchandise according to the wants of the customers. According to their glorious history the company will provide full satisfaction to the customers they will also provide shipping facilities. And nowadays due to rapid growth of e-commerce in Australia as well in many other parts of the world it will be much easier for the company to communicate with their customers so that they could deliver a proper product which is selected by the customers (Ghaoui, 2006). The new strategy which is developed by the company is founded by the advanced data analytics. This strategy will improve customer satisfaction which will lead to high sales and high profit. Every year due to the new strategy of business over 130 million customers visits Myer every year. Now whole over Australia there is 66 stores in which 23 stores are situated in the main cities of Australia.  It is the fast growing Omni channel business which means it provides a proper multinational way of approach towards customers which helps customer’s shopping experience more enjoyable. And now due to the new strategy of business the customers by sitting at their home can buy and sell goods by using mobile phone or desktop because the company now provides cash on delivery services. 

Features of the Website

Nowadays the online stores run smoothly by the help of ecommerce shopping cart engine. Myer is a well-known famous company in Australia. The company’s website provides payment option for their customers, they accept credit cards as well as debit card and another option that is  cash on delivery services which is also available by the company (Jacko, 2009). The company also offers option such as PayPal, Google checkout which attracts many young customers.  The company provides time saving site search facilities for the customers so that customers could easily find the product of their own choice. The category facilities are also provided in the sites so that it will be easier for men and women to find the products of their own choice. Product review is also available by the site. The product review is needed because one cannot have idea which material is used in making of the product which he or she has selected from the site and it has been seen that around 65% of people in world buys product by observing the review and the ratings of the products that why it is necessary for every online shopping site to provide product review and Myer also provides product review (Jameson, 2013). Wish list facilities are also provided by Myer. Every person does have money at every point of time so people save their selected product in the wish list when they will have the amount they could easily buy the product without wasting any time. The company also provides real time inventory to the customers many that many sites do not show the actual money.  Myer have real time inventory facilities that display the amount in the computer screen which is to be paid off. This is one of the trusted e-commerce site as well as retail market.

Many big online shopping sites do not provide any order tracking facilities but Myer provides order tracking facilities. Order tracking facilities gives a rough expectation to the customers when the product will reach to himher. By introducing order tracking facilities the customer gains confidence that the product will be delivered to them and no fraud case will take place (Lewis, 1990).  Myer also provide special offers to the customers by the means of gift card, discount, free shipping. This offer encourages the customers to visit the sites and an advantage is created for the shopping sites to earn a good brand value in the market. The most important point is the website security and Myer hires high grade of employees to protect their server. SSl data encryption is used to protect the server from hacking. This is the reason the customers feel save to buy from this site. The company provides full security for their customer that’s why the customers feel more save to buy products from Myer and this trust from the customer gained a great brand value for the company in Australia (McKay, 2007). 

Positive Aspects

Every e-commerce sites have technical as well as non-technical aspects. There is lack of technical support always takes place in this type of business as well as many fraud cases can also takes place. The main problem is the poor maintenance of e-commerce site (Newell and Card, 1985). And many hacking software are developing day by day which is main problem nowadays. Network problem is also a great issue in this type of business. So every business have its negative aspects but if it is properly maintained by the companies it will run smoothly but many companies cannot afford it due to high maintain cost. 

According to the research Mr. beans who is a small businessman in victoria states that he had bought a pair of shoes from Myer but from his point of view the service of the employee was average but the product was good as he was fully satisfied and he also got a birthday voucher consisting 30% off on that pair of shoes.  And another person Mr. Jonny who is sportsman tried to navigate the site but he faced problem, he tried to call the customer care but the customer care were busy with other customer. He also tried to find similar link for the site but due to lack of update he was not able to open the site. But from my point of view, sometimes technical errors can takes place its ok but proper customer service is needed for the customer otherwise it will create a negative impact in the mind of the customers. So Myer should improve its customer service otherwise this sites provides genuine goods to their customers.  The high managers or officers should talk with their employees so that they could provide good customer service towards their customer. The company has a value in the market and they cannot do anything wrong that will harm their reputation. The company should hire more employees for their customer service as well as their security services (Ockerman, 2007). They should not have any technical errors in their sites as because this will shift many customers to other shopping sites.  And one of the main disadvantages of this site is return and exchange policy it takes many time for the company to exchange a product. If the product is not liked by the customer and if heshe complains for return or exchange of the product then the employee from the company will visit the customers after 2-3 days as there is no urgent exchange or return facility available in the site. This the main problem that arises if the customer buys a product and if he/she leaves the town by the next day then they might face huge problem that is  why urgent exchange and return facility should be introduced in the website (Preece, 1994). 

Negative Aspects

Conclusion

From the above discussion we came to know that Myer is the leading retail market chain in Australia. The company has faced many problems in the early setup of the business but after few years of marketing it has reached to the topmost point in e-commerce as well as retailing market.  It is the companies which have proud heritage as well as bright future. The product which they provide to their customer is 100% original product that’s why the people of Australia prefer to buy products from this site as well from their retail shop. Myer is also the largest line departmental store group in Australia. The company also works for the promotion as well as for the development of Australia (Sarmento, 2005). Every year new business ideas are introduced by the company in market to attract customers and the employees who works under this company are highly qualified and well mannered. In every five years the Myer develop sharper strategy for more growth in the market. The four strategies of Myer are customer led offer, beautiful overview of the site, rate of change of productivity as well as omni channel.  The company also develops a sustainable strategy were the company focuses on customer, community, environment and business.  This strategy is introduced for making the shopping site more attractive so that to attract more customers. The increase in customers leads to high profits.  Energy packing and waste management are the main progress of the company which have reduced 2%of energy intensity. The company has made commitment on reducing waste so they have started recycling of the package. And this method of packing also reduces the packaging cost of the product. So the company provides many useful strategies as well as well as it protects the environment from global warming.  So at the end the company has taken many useful steps for doing a good healthy business in Australia but the company should improve its customer services which they provide to their regular customers. And finally we can conclude that the company should provide an urgent return and exchange facility to the customers that will attract more customers to the company’s e-commerce site. 

References

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Chen, Q. (2001). Human computer interaction. Hershey, Pa.: Idea Group Pub.

Ghaoui, C. (2006). Encyclopedia of human computer interaction. Hershey PA: Idea Group Reference.

International Journal of Human–Computer Interaction Reviewers 2015. (2016). International Journal of Human-Computer Interaction, 32(2), pp.87-88.

Jacko, J. (2009). Human-computer interaction. Berlin: Springer.

Jameson, A. (2013). Choice Architecture for Human-Computer Interaction. FNT in Human–Computer Interaction, 7(1–2), pp.1-235.

Lewis, C. (1990). A Research Agenda for the Nineties in Human-Computer Interaction. Human–Computer Interaction, 5(2-3), pp.125-143.

McKay, E. (2007). Enhancing learning through human computer interaction. Hershey: Idea Group Reference.

Newell, A. and Card, S. (1985). The Prospects for Psychological Science in Human-Computer Interaction. Human–Computer Interaction, 1(3), pp.209-242.

Ockerman, J. (2007). Understanding Mobile Human-Computer Interaction. International Journal of Human-Computer Interaction, 22(3), pp.289-290.

Preece, J. (1994). Human-computer interaction. Wokingham, England: Addison-Wesley Pub. Co.

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Sarmento, A. (2005). Issues of human computer interaction. Hershey PA: IRM Press.

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