Industry: Scuba Diving Equipment Warehouse

Background: Scuba Online website is and online dive shop that supply and wholesale scuba equipment for commercial, scientific, recreational and military use. Scuba Online puts the accent on quality and safe scuba diving equipment and presents into the website its scuba equipment accordingly.

Scuba Online was been present online for more than a decade. By re-designing the Scuba Online website, the old online catalogue was transformed into a multi featured eCommerce online shop that serves as powerful marketing for diving shops dealers and for consumers as well.

Objective: The new eCommerce website of Scuba Online have been planned to work with two different eCommerce shop interfaces for the two different markets: dive shops dealers and consumers. This option was defined based on different requirements of website usability and functionality for the two market segments: first marketing segment have to have a straight access to diving equipment with all their attributes. For consumers the website has to present the products in classic way the user being comfortable on this eCommerce website.

Easy Ordering System for dive shops dealers allows them to order at any time diving equipment. Also through Scuba Online eCommerce website ordering became easy. The dive shop dealer can begin an order, close the computer and continue editing this order at any time later. Once he submits the order, the dive shop dealer can access his orders history.

As powerful marketing tool, this eCommerce website was design with multiple levels of prices for different price agreements between the warehouse and its dealers. On dive shops dealers eCommerce interface will be displayed three levels of prices for each product: wholesale prices, retailer prices and the agreed price, his buying price. In this way the dive shop is stimulated to go on the next level of agreement that means increased sales for Scuba Online ecommerce system.

Another powerful marketing tool of this eCommerce website is a Scuba Rewards Points for any scuba diving equipment bought through this online shop. This system stimulates users to return for new purchase to take advantage of the Scuba Rewards Points accumulated on their accounts, making a new sale through the last sale.

Additional Scuba Rewards Points accumulated in user account by purchasing bulk quantities for a certain range of dive equipment or by volume discounts is another feature of Scuba Online eCommerce website.

Again, the Scuba Online eCommerce website was enhanced with an powerful Warranty System to make the process of registering and monitoring warranties of scuba equipment more fluid and efficient that a classic offline way. The user has just to input online in its interface the purchasing details of its diving equipment. Based on diving equipment type of warranty he will receive by email notifications when he has to take his equipment to be inspected for safety diving and good equipment functionality.

Another challenge that has to be solved with the new Scuba Online eCommerce website, was external prices update and stock update through an automate system.

The scuba equipment delivery and multiple payment option different from one market segment to another was another point that required attention and customisation for this eCommerce website.

Strategy: Website on Demand delivered an eCommerce solution based on Zen Card eCommerce software, a robust platform that handle big databases and permit scalability and modularity.
Any business aspect was discussed with the client and developed by Website on Demand experts to meet the client expectations. The project was plan and developed based on priority tasks to obtain a functional eCommerce website as soon as possible and put it on the market. The care for scalability was always a focus for Website on Demand developers.

At the same time a good communication and feedback with dive shops dealers helped our developers to optimise and make it easy to use this eCommerce website that became a reference on diving industry and improving website usability.

Scuba Online eCommerce website was developed conform initial specifications. Put in production this eCommerce website was continuously improved based on users feedback, developed based on commercial requirements and enhanced with specific marketing tools. The website usability was tested in commercial environment and adjustments were immediately applied when required.
This eCommerce website is under continuous improvement from Search Engine Optimisation perspective. Because of the automate import from old catalogue Scuba Online, The new eCommerce website needs content adjustments to get better responses from Search Engine.

Execution: The new Scuba Online eCommerce website was launched with on email campaign for each dive shop dealer to explain them the benefits of using this new eCommerce system. Web Video presentation of the expectation of this new eCommerce website was published for the users before the launching date. Video tutorials are available in Help section for dive shop dealers to get started using the Scuba Online eCommerce website.

To increase the popularity of Scuba Online eCommerce website, Website on Demand team had integrated the Facebook into the website: life stream box, Facebook Recommend and Sent Buttons on each product page in consumer interface.

To support the dive shops dealers, Scuba Online eCommerce website has included two dedicated sections: Dive Shop Locator and Dive Shops Dealers List. The Dive Shop Locator gives to consumer the opportunity to choose on map one of dive shops dealers located in his area to buy directly from and for servicing of his scuba equipment. The Dive Shop Dealer List section is a directory of all dive shops dealers and here Scuba Online website is promoting them by displaying the star rating and contact detail of each dive shop dealers by alphabetical order and based on states.
Scuba Online eCommerce website advertises the brands of scuba equipment distributed through it. The user can browse the range of scuba equipment by browsing the categories, by choosing a certain brand name from menu and by searching in search bar by Keyword or by code.

The consumer interface is classic eCommerce website: scuba equipment is classified on categories with suggestive names to make easy the process of finding a certain product. This eCommerce website has two categories levels. The first level, presents user the categories available within the master category. This second category level displays the list of the products within this subcategory. The user will see the dive equipment picture, the price, the name and short description. By clicking on one of diving equipment, the user is taken into product page where he can choose between product options and order. On this page there are four tabs: the main one for product description, second tab will display details of the product, third tab will show the reviews regarding that product and user can write his review, and the fourth tab is for spear parts available for that dive equipment.

Comparing with consumer eCommerce interface, the dive shops dealers eCommerce interface will gives the user possibility to buy directly from subcategory interface by clicking the Show All Options button and writing the quantity into adequate box. If the user needs to see all product detail Show More Details button will display the details in the same window without living this area. In this interface the user can browse quickly between subcategories by clicking on them in right side menu, choosing the dive equipment options and witting the quantity to be added to his order.

Always the invoices and orders will show the reward points available for user (for consumer and for dive shop dealer) and these scuba rewards points can be redeemed to pay off all or part of the amount.

On Scuba Online eCommerce website always will be available convenient offers for everybody.

The stretchable layout of Scuba Online eCommerce website improves user comfort while browsing the website.

Results: By implementing all these tools into Scuba Online eCommerce website, the warehouse business process is now more efficient, the selling process was improved and require less human resources, many of jobs being now automate.

The loyalties programs make users to came back and buy again throughout eCommerce website.

Dive shops dealers find the Scuba Online eCommerce website easy to use and convenient because they can build and submit orders at any time without having the restriction of business hours.
Scuba Online eCommerce website is becoming a reference for scuba diving equipment industry.