Potential E-Commerce ideas for Kichler Lighting
             Throughout the research of Kichler Lighting's web site the observation has been made that Kichler has many inadequacies in its e-commerce marketing strategy. These inadequacies include higher prices online than in brick and mortar stores, no online customer service, and a non user friendly web site. Kichler Lighting has not used the potential of the internet and e-commerce to its full benefit. Other competitors in the residential and commercial lighting industry offer greatly improved e-commerce sites with improved product flow and customer satisfaction. Thus, for Kichler to remain a competitor in the market they need to focus, in terms of e-commerce, on improved customer assistance, lower prices online, and web design.
             On Kichler's web site it was observed that their prices online were higher than in a brick and mortar store. In Kichler's defense, most web sites incorporated with e-commerce do advertise their Manufactures Suggested Retail Price (MSRP). Most other lighting competitors offer some type of sale or packaged deal so they can increase net sales. It is our beliefs that for Kichler to vastly improve their product flow they need to offer some type of sale or reduced price from MSRP.
             In most e-commerce application, most web sites must have some type of web design that is easy to use and efficient for the consumer. Kichler's web site is quite difficult to use and at some points is incomplete. To facilitate an online order one has to not only view Kitchler's web site, but also view a brief description of the distributor's information. This is inconvenient for most consumers because in most cases the homeowner or builder already has some type of connection the distributor. In our opinion Kichler needs to improve its web design in order to boost sales and user interaction within the web site.
             Online customer service is the most impo...