E – commerce Project

Submitted to: Submitted by:

Mr. Anand Sehgal Ayushi Verma
(Assistant Professor) MBA 4th sem
IT & Management Reg No.: 1512070014
KIIT College of Engineering
Acknowledgement

I would like to express my deepest appreciation to all those who provided me

the possibility to complete this report. A special gratitude I give to my teacher
Mr. Anand Sehgal, whose contribution in stimulating suggestions and
encouragement, helped me to coordinate my project especially in writing.

Ayushi Verma
12 April 2017
Declaration

I Ms. Ayushi Verma, certify that this e-commerce project is made by me & it is
an authentic work carried out by me. The matter embodied in this has not
been submitted earlier to the best of my knowledge.

Ayushi Verma
12 April 2017
Certificate

This is to certify that Ayushi Verma, student of MBA final year reg. no.
1512070014 has worked under my guidance on the e-commerce project
entitled “ E-commerce Project – FashionAndYou”. The project is completed in
the partial fulfillment for the requirement of the degree of MBA.

I wish her all success in life & future.

Anand Seghal
Assistant Professor
KIIT College of Engineering
 INDEX
S.No Content Slide No.
1 Introduction 7
2 About FashionAndYou 9
3 E-commerce 10
4 E-commerce legal(s) 11
5 Technical Standards 13
6 Shipping & Delivery Policy 15
7 Return Policy 20
8 Standard terms & services 26
9 Rewards 33
10 Products 34
11 Electronic Payment System 40
12 EPS Process 41
S.No Content Slide No.
13 Buying at FashionAndYou 42
14 E-security 49
15 Security/Privacy policy at FashionAndYou 50
16 E-CRM 59
17 E-CRM benefits 60
18 E-SCM 63
19 Supply chain solutions 65
20 Supply chain management 66
21 Online advertising 67
22 Traditional online marketing & advertising tools 68
23 Cost of online advertising 69
 Introduction
 ‘FashionAndYou’ is a part of SMILE Group in India.
 SMILE is India’s largest consortium of companies engaged in the e-commerce
and ITES sector.
 It was founded in 1999 by Harish Bahl and headquartered in New Delhi, India.
 In 2013, SMILE Group entered into joint venture with Ogilvy India to support its
performance marketing, e-commerce and mobile offerings.
 In e – commerce FashionAndYou is a leading Indian online store and fashion
retailer.
 It boasts of a strong member base of 5.7 million people servicing 8,000 pin codes
pan-India. Pioneer in e-retail, it was the first website to cross 1 million fan base on
social media (Facebook, Twitter, Pinterest, G+).
 Currently it’s associations is with more than 1500 brands and supplier partners
nationally and more than 100 international brands & exclusive tie-ups globally.
 About FashionAndYou
About fashionandyou.com fashionandyou.com is India’s #1 private sales website
and a leader in the Indian Online Fashion & Luxury space. Launched in January,
2010 fashionandyou.com is amongst the top e-commerce companies in India. It is
a by invitation-only private sales club, which partners with high fashion and luxury
brands across fashion apparel, designer wear, accessories, footwear, watches,
jewellery, fragrances, kids, home décor, and holds private sales events for these
brands on www.fashionandyou.com at prices up to 80% off. Since its inception,
fashionandyou.com has been growing at a tremendous pace.
fashionandyou.com employs more than 450 people spread across offices and
distribution centers in Gurgaon, Mumbai & Bangalore.
 E - Commerce
 E-commerce (electronic commerce or EC) is the buying and selling of goods and
services, or the transmitting of funds or data, over an electronic network, primarily
the internet.
 These business transactions occur either as business-to-business, business-to-
consumer, consumer-to-consumer or consumer-to-business.
 The terms e-commerce and e-business are often used interchangeably. The term
e-tail is also sometimes used in reference to transactional processes for online
shopping.
E-commerce Legal(s)
 E-commerce transactions should be legally straightforward. One get
money up front for the sale, in return for delivery of a product as described
within the timeframe specified. A standard set of terms and conditions
should cover the vast majority of transactions.
 The terms and conditions should outline that buyers are entering into a
contract to when they purchase goods from the website. Outline the terms
of delivery, shipping, refunds and payments, exclusions of liability and terms
of use for the website.
 Choosing a reliable payment processor can help weed out the fringes of
fraudulent activity.
Technical Standards

Some of the technical standards that an e-commerce website follow are:

 Shipping and Delivery Policy

 Return Policy
 Standard terms & services
 Rewards
 1. Shipping & Delivery Policy
It includes ordering, payment & delivery procedures :

 Ordering procedures at ‘http://www.fashionandyou.com’.

4 steps to place the order :
• Select product/s of your choice and add to your shopping cart.
• Sign-In for existing users or Sign up for new members using your registered ID and
password.
• Enter the shipping address
• Choose a payment option from Net banking, Debit/Credit card, wallet or COD.
Once an Order is placed a pre-paid order is auto-confirmed and for COD order &
customer will receive an automated confirmation call. He/She will be updated at
various stages of their order by email on their registered email ID with
FashionAndYou team and by SMS on registered mobile number.
 Payment procedures at ‘http://www.fashionandyou.com’.

Easy & Secure Payment Options:

FashionAndYou is committed towards maintaining the highest standards of
security so as to ensure that their most important asset - their customer’s
shopping experience is private, safe and secure. Hence, all Credit Card, Debit
Card and Net Banking transactions are processed using a secure encrypted
connection to keep your transaction details confidential at all times.
Customers can pay choosing any of the following options:
• NET BANKING
• VISA/MASTERCARD - Credit & Debit Cards
• AMERICAN EXPRESS/DINERS - Credit Cards
• Mobikwik Wallet
• Cash on Delivery (COD)
 Delivery procedures at ‘http://www.fashionandyou.com’.

• How do they deliver ?

FashionAndYou aim to deliver the order as per timelines committed to
customer. In this practice of delivering the best, every product goes through a
rigorous quality check and is then delivered to the customer with all our love.
For EXPRESS Product/s - The order is shipped directly from FashionAndYou
warehouse within 24/48 hours after the order confirmation. During special
events like GGG and The Purple Sale FashionAndYou dispatch products within
2-3 days.
For NON-EXPRESS Product/s - FashionAndYou products are sourced from
different locations across India to meet customers shopping requirements and
thus promise to deliver your pick within 7-14 days business days, depending
upon customers location.
For International Sales - ”Believe us...it wasn't easy picking this up and we still
promise to deliver your product within 21 days. We assure you that your
purchase will be worth the wait.”
• Where all do they deliver ?
FashionAndYou delivers to 10,000 locations pan-India. However, at present
they do not deliver to any overseas locations. To offer customers a fast and
reliable delivery service, fashionandyou.com dispatches all parcels using
reputed & experienced courier services.

• How can customer track their order ?

Customer can track their order by My Account / Order History page on the
website of FashionAndYou.

• What are shipping charges that are levied ?

FashionAndYou offers free shipping on all pre-paid orders (i.e. on all credit
card orders). On Cash on Delivery orders they charge a shipping fee of INR 99
for order values up to INR 999. In case of part shipment, pertaining to any
order, the delivery charge for COD orders, shall be payable at the time of the
delivery of the first product in relation to the relevant order.
• Is it possible for customer to choose their delivery date ?
Customers cannot choose their expected delivery date on FashionAndYou
e-commerce website.

• Can there be Delivery Issues ?

Despite their best efforts and those of their courier partners, certain issues can
arise before your parcel is delivered. In order to guarantee their customer a
quality service, fashionandyou.com promises to do its best to find the causes
and resolve the problem in a timely manner.
 2. Return Policy

In case customer need to return a product which is not satisfactory need to

drop a mail on [email protected] along with their order number in
the subject line.

In case need to return, follow these simple steps on FashionAndYou:

• Customer can e-mail on [email protected] within 7 days from

date of delivery.
• Please mention Order number in subject line to help the team quickly
process customers’ returns and ensure that the returned merchandize is
unused, unworn, unwashed, undamaged and in saleable condition.
• Maintain the original packaging of return items including original
FashionAndYou tags, shoeboxes and dust-bags.
• Ensure that all the returned items are packed securely and safely to
prevent any loss or damage during transit.
• Once customer return has been authorized, customer needs to refer to the
link in FashionAndYou email for the return shipping label which is mandatory
and should be pasted on every single return packet.
• For all self-shipped returns, ensure that customer shipment reaches our
warehouse within 10 days from date of raising the return request.
• Non-returnable categories for customers :
Following product categories fall under "No Return/Exchange"; unless there is
an inherent damage/quality issue at the time of delivery due to amiss from
FashionAndYou vendor's side.
• Fragrances & Cosmetics,
• Jewelry
• Handbags & Wallets
• Sunglasses
• Watches
• Electronics
• Home Décor
• Home Linen.
Lingerie, swimwearand intimate wear involve hygiene concern, the same shall
not be considered for return as well.
How to return?
Customer can return the product in following ways :
• Reverse pick up from customer shipping address: FashionAndYou reverse
pick-up facility is currently available only in select locations, which falls
under the service network of FashionAndYou courier partners.
• Self-ship to our Return Cell: In case customer pin code is not serviced by
FashionAndYou courier partner, customer will have to self-ship the
product(s) back to FashionAndYou, to reach FashionAndYou Return Cell
within 10 days. For all self-shipped returns, customer will be reimbursed Rs.
100 towards their shipping costs as one-voucher which can be used for
future purchase on the website. The same is subject to your returns being
inspected and quality check passed on receipt in the warehouse.
Refund options for customers:

• All sizing issue returns are refunded as store credits, which can be
redeemed by customer on any of the exciting sale events show cased on
the website, within a span of one year.
• Customer refund amount only includes price of items of the returns
accepted post validation by FashionAndYou quality team.
• Customer refund amount will not include any shipping charges or
for/against any promotional vouchers used at the time of order.
Customer helpzone :
FashionAndYou customer care team assist customers and can be reached via
email at [email protected]. For a faster resolution specify customer
order number in the subject line.
Please note:
• If on a rare chance customer receive any damaged/defective product
please send an email at [email protected] within 24 hours of
delivery, along with photographs and the customer care team will assist
customer accordingly. Customer’s refund will be done as NEFT for
payments made through ‘cash on delivery' mode, and if your payment is
made through credit/ debit card or any net banking then the amount is
credited back to your account from which the payment was made.
• Customer returns must reach the Return Cell with original tags; else they will
not be eligible for refunds.
• Customer returns not validated by the Quality team will be shipped back to
them on to pay basis as per the request received via email.
 3. Standard terms & services
General

 This Agreement sets forth the terms and conditions that apply to the use of the Site by
the User.
 By using this Site, the User agrees to comply with all of the T&C hereof. The right to use
the Site is personal to the User and is not transferable to any other person or entity.
 The User shall be responsible for protecting the confidentiality of their password(s), if
any.
 The User acknowledges that, although the internet is often a secure environment,
sometimes there are interruptions in service or events that are beyond the control of
the Company, and the Company shall not be responsible for any data lost while
transmitting information on the internet.
 While it is the Company's objective to make the Site accessible 24 hours per day, 7
days per week, the Site may be unavailable from time to time for any reason
including, without limitation, routine maintenance.
Modified Terms.

 The Company reserves the right at all times to discontinue or modify any of the T&C
and/or the Privacy Policy as the company deem necessary or desirable without prior
notification to customer.
 Such changes may include, among other things, the adding of certain fees or
charges.
 Company suggest to customer, therefore, that the customer re-read this important
notice containing company T&C and Privacy Policy from time to time in order that
customer stay informed as to any such changes.
 If the company make changes to its T&C and Privacy Policy and customer continue
to use the Site, the customer are impliedly agreeing to the T&C and Privacy Policy
expressed therein.
 Any such deletions or modifications shall be effective immediately upon the
Company's posting thereof. Any use of the Site by User after such notice shall be
deemed to constitute acceptance by the User of such modifications.
Equipment

 The User shall be responsible for obtaining and maintaining telephone, computer
hardware and other equipment needed for access to and use of the Site and all
charges related thereto.
 The Company shall not be liable for any damages to the User's equipment resulting
from the use of the Site.
License and Site Access

 Fashionandyou.com grants you a limited license to access and make

personal use of the Site and the Service.
 This license does not include any downloading or copying of account
information for the benefit of another vendor or any other third party;
 Caching, unauthorized hypertext links to the Site and the framing of any
Content available through the Site uploading, posting, or transmitting any
content that customer do not have a right to make available (such as the
intellectual property of another party);
 Uploading, posting, or transmitting any material that contains software viruses
or any other computer code, files or programs designed to interrupt, destroy
or limit the functionality of any computer software or hardware or
telecommunications equipment;
 Any action that imposes or may impose (in fashionandyou.com's sole
discretion) an unreasonable or disproportionately large load on
fashionandyou.com's infrastructure; or any use of data mining, robots, or
similar data gathering and extraction tools.
 Customer may not bypass any measures used by fashionandyou.com to
prevent or restrict access to the Site. Any unauthorized use by you shall
terminate the permission or license granted to you by fashionandyou.com.
Membership Eligibility

 The Service is not available to minors under the age of 18 or to any users suspended
or removed from the system by fashionandyou.com for any reason.
 Users may not have more than one account.
 Maintaining more than one account by a user shall amount to fraudulent act on
part of the user and attract actions against such user in accordance with the terms
of clause 11 below.
 Additionally, users are prohibited from selling, trading, or otherwise transferring your
fashionandyou.com account to another party. If you do not qualify, you may not
use the Service or the Site.
 The Company owns no responsibility in any manner over any dispute arising out of
transactions by any third party using your account/e-mail provided by you to the
Company or payments made by your credit card by any third party.
Cancellations by the Customer

 In case of requests for order cancellations, fashionandyou.com reserves the

right to accept or reject requests for order cancellations for any reason.
 As part of usual business practice, if company receive a cancellation notice
and the order has not been processed / approved by executives, company
shall cancel the order and refund the entire amount.
 A request for cancellation of order shall be valid and accepted only if they are
made within 24 (twenty four) hours of making the order on the Site.
 Company will not be able to cancel orders that have already been processed
or orders for which request for cancellation is made after the expiry of 24
(twenty hours) from making the order.
 Fashionandyou.com has the full right to decide whether an order has been
processed or not.
 The customer agrees not to dispute the decision made by fashionandyou.com
and accept fashionandyou.com's decision regarding the cancellation. In the
event of cancellation of order by the customer fashionandyou.com shall not
refund the voucher, if any used against such order.
4. Rewards
FashionAndYou Reward Program

 The world of special rewards, great offerings and incentives at

fashionandyou.com will make customer’s shopping more enticing and fun.
 From redeemable points to awesome vouchers there is a special buying
opportunity awaiting our loyal customers.
 In the constant endeavor to deliver great value to the customers,
fashionandyou.com is currently revamping their "Rewards Programme” and
will be discounting the current programme.
 The account stays active and customer shall still be credited with rewards
points for all successfully delivered orders that are placed till midnight 24th
nov 2014.
 Customer will no longer get reward points post 24th nov 2014, but can
redeem points against the orders placed till 31st march 2015.
Products
 Electronic Payment System

 An e-commerce payment system facilitates the acceptance of electronic

payment for online transactions. Also known as a sample of Electronic Data
Interchange (EDI), e-commerce payment systems have become increasingly
popular due to the widespread use of the internet-based shopping and
banking.

 E-payment system is a way of making transactions or paying for goods and

services through an electronic medium without the use of check or cash. It’s
also called an electronic payment system or online payment system. Read on to
learn more.

 The electronic payment system has grown increasingly over the last decades
due to the widely spread of internet-based banking and shopping. As the world
advance more on technology development, a lot of electronic payment
systems and payment processing devices have been developed to increase,
improve and provide secure e-payment transactions while decreasing the
percentage of check and cash transaction.
EPS Process
Buying at FashionAndYou
E - Security

E-commerce security is the protection of e-commerce assets from unauthorized

access, use, alteration, or destruction.
Six dimensions of e-commerce security :
1. Integrity: prevention against unauthorized data modification
2. Nonrepudiation: prevention against any one party from reneging on an
agreement after the fact
3. Authenticity: authentication of data source
4. Confidentiality: protection against unauthorized data disclosure
5. Privacy: provision of data control and disclosure
6. Availability: prevention against data delays or removal
 Security/Privacy Policy at
FashionAndYou

Users Information and Privacy

 Fashionandyou.com is committed to protecting all the information customer share
with them.
 Company follow stringent procedures to help protect the confidentiality, security,
and integrity of data stored on our systems.
 The website encrypts customer’s credit card number and other personal information
using Secure Socket Layer (SSL) technology to provide for the secure transmission of
all data.
 Only those employees who need access to customer information in order to
perform their duties are allowed such access.
 Any employee who violates our privacy and/or security policies is subject to
disciplinary action, including possible termination and civil and/or criminal
prosecution.
Enjoy Secure shopping at fashionandyou.com

 Company use encryption technology, digital certificates, secure

commerce servers, and authentication to ensure that customer’s personal
information is secure online.
Customer registration

 Fashionandyou.com keeps track of customer information to offer them the best

possible shopping experience.
 When customer register (log in), customer supply their email address and a
password.
 This allows fashionandyou.com to provide customer access to their account every
time they visit the website.
 Before completing the first purchase, website also ask customer for their name,
phone number, email, billing and shipping addresses.
 This information, along with the credit card number, is necessary to fulfill the order.
 This information may be disclosed to specific members of the staff and to select
third parties (such as our credit card processor and shipping provider) involved in
the completion of your transaction and delivery of the order.
 Fashionandyou.com may also need customer’s email address or phone number
to contact if the team have questions about customer order.
 Fashionandyou or the associate companies may also use customer’s email
address to notify them about new services or special promotional programs, or
send you offers or information if you have opted-in.
Cookies

 Like many other transactional websites, Fashionandyou use "cookies" to improve

customer’s shopping experience and to save their time.
 Cookies are little tags that the site place onto customer’s computer.
 Fashionandyou assign a cookie to customer’s computer when they first visit the
website in order to enable executives to recognize customer each time the
customer return.
 Through cookies company can customize the website to customer individual
preferences in order to create a more personalized, convenient shopping
experience.
 The cookies fashionandyou use for the website or email campaigns do not store
personally identifiable information about customer or customer finances.
Analysis and reporting

 Fashionandyou.com uses reporting software that allows us to analyze the

amount and type of member traffic they get on their website.
 They use this data to make improvements to customer shopping
experience and to ensure that they(company) have enough capacity to
properly serve all of their members.
 The software provides aggregate reporting information to
fashionandyou.com only.
 No personal or personally identifiable information is gathered or used for this
process.
Server logs

 In an effort to make the website as effective and enjoyable as possible, the

computers that operate it collect certain information each time the customer visit.
 Website store these statistics in server logs.
 Once again, these statistics do not identify customer personally, but provide the
executives information regarding the type of user who is accessing the website and
certain browsing activities of that customer.
 This data may include :
1. The IP address of the user accessing the website
(i.e. the unique I.D. number of the user's computer),
2. The type of browser (Internet Explorer, Firefox, etc.) and
the operating system (Windows, Mac OS, etc.)
3. The Website the user last visited before linking to the website
4. How long the user accessed our Website in any given session
5. The date and time of access.
Service providers

 Fashionandyou.com may use various outside agencies (third party service

providers) to make the website operate.
 For example, the website may use third parties to host their website, operate
various features made available on the website, send emails, analyze data,
provide search results and links, and assist in fulfilling customer orders.
 Some of these third parties may need access to customer information in order to
make the services provided through the website work.
 Information will only be disclosed to these service providers on a need-to-know
basis, and they will only be permitted to use such information for the purpose of
providing the particular services provided by such entities in connection with the
Website.
Exceptions

 Fashionandyou.com may be forced to disclose information in order to comply

with a subpoena, court order, administrative or governmental order, or any
other requirement of law, or when fashionandyou.com, in its sole discretion,
deems it necessary in order to protect our rights or the rights of others, to
prevent harm to persons or property, to fight fraud and credit risk, or to enforce
or apply our Website terms of use.
 Personally identifiable information may be transferred as an asset in connection
with a merger or sale (including any transfers made as part of an insolvency or
bankruptcy proceeding) involving all or part of our business or as part of a
corporate reorganization, stock sale, or other change in control.
Changes in policy

 This Privacy Policy is part of the Terms of Use and customer unconditionally
agree that using this website signifies their assent to fashionandyou.com's
Privacy Policy.
 If customer do not agree with this Privacy Policy, please do not use the website.
 Customer visit and any dispute over privacy is subject to this policy and the
Terms of Use, including limitations on damages.
 Fashionandyou.com reserves the right to change the terms of use and this
Privacy Policy, at any time.
 Website will post any changes so that customers are always aware of the
policy.
E - CRM
 The eCRM or electronic customer relationship management encompasses
all the CRM functions with the use of the net environment i.e., intranet,
extranet and internet.
 Electronic CRM concerns all forms of managing relationships with customers
making use of information technology (IT).
 eCRM is enterprises using IT to integrate internal organization resources and
external "marketing" strategies to understand and fulfill their customers
needs.
 Comparing with traditional CRM, the integrated information for eCRM intra
organizational collaboration can be more efficient to communicate with
customers.
E – CRM Benefits

 Customer development
 Managing e-mail list quality
 Implementing e-mail marketing
 Data mining
 Personalization & customization
 Customer service quality & multi – channel experience
E - SCM

 E-Supply chain management is practiced in manufacturing industries.

 E-SCM involves using internet to carry out value added activities so that the
products produced by the manufacturer meets customers’ and result in
good return on investment.
 E-SCM is the effective utilization of internet and business processes that help
in delivering goods, services and information from the supplier to the
consumer in an organized and efficient way.
Supply Chain Solutions

 Order taking
 Order fulfillment
 Electronic payment
 Inventory minimization
 Managing risk
 Collaborative commerce
 Online Advertising
 Online advertising is a form of marketing and advertising which uses the Internet
to deliver promotional marketing messages to consumers.
 Consumers view online advertising as an unwanted distraction with few benefits
and have increasingly turned to ad blocking for a variety of reasons.
 It includes email marketing, search engine marketing (SEM), social media
marketing, many types of display advertising (including web banner advertising),
and mobile advertising.
 Like other advertising media, online advertising frequently involves both a
publisher, who integrates advertisements into its online content, and an advertiser,
who provides the advertisements to be displayed on the publisher's content.
Other potential participants include advertising agencies who help generate and
place the ad copy, an ad server which technologically delivers the ad and tracks
statistics, and advertising affiliates who do independent promotional work for the
advertiser.
Traditional Online Marketing &
Advertising Tools
 Search engine marketing & advertising
 Display ad marketing
 E – mail marketing
 Affiliate marketing
 Viral marketing
 Lead generation marketing
 Social, mobile, & local marketing & advertising
 Costs of online advertising
 Pricing models
1. Barter
2. Cost per thousand
3. Cost per click
4. Cost per action

 Online revenues only

1. Sales can be directly correlated

 Both online/offline revenues

1. Offline purchases cannot always be directly related to online campaign.

 In general, online marketing is more expensive on CPM basis, but more effective.
Thank You