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E-commerce for the Museum CommunityFrancis Gary Powers, Jr., EBStor.com, USAJanell Hauser, EBStor.com, USA Session: Implementing E-Commerce Every museum is in a position to offer uniquely designed "specialty" products via the Internet, which makes them a perfect candidate for e-commerce. This workshop examines ways to incorporate e-commerce capabilities into museum web sites to generate additional revenue, donations, and memberships. The goal of this workshop is to enhance critical assessment by identifying features of successful e-commerce sites, demonstrate examples of e-commerce capabilities currently used by museums, and define the required back-end functions and systems required to conduct e-commerce successfully.
The workshop will examine three major museum e-commerce applications: retail sales, membership applications, and development. Practical strategies of promoting websites will be discussed, including media, advertising, mailing lists, award sites, links, and affiliate programs.
E-development allows museums to solicit and accept on-line contributions. This enables the prospective donor to make a tax deductible financial donation on-line with a credit card. With the increased marketing of credit card perks, i.e., frequent flyer miles, individuals can make an on-line donation, instantaneously receive an email acknowledging the donation for tax purposes, and receive the added benefit of frequent flyer mile perks.
E-membership allows a visitor to become a museum member by filling out an on-line membership application and sending payment for the membership category electronically. Membership categories range from $25 to upwards of $5,000 and have designations such as, Friend, Member, Sustaining, and Life. Benefits range from free museum visits and complimentary magazine subscriptions, to inclusion on the Wall of Donors.
E-commerce allows visitor to purchase novelty items from on-line museum gift stores. At a minimum, a digital picture of each item for sale and a shopping cart database for multiple purchases is required. In addition, a medium for product distribution, such as a fulfillment house or museum staff is necessary.
Additional topics will include establishing secure Internet links (https://), setting up merchant accounts, developing on-line catalogues, distribution/clearing houses, and building and maintaining the database that will oversee the accounting and inventory aspects of e-commerce transactions.
The workshop will address how e-commerce related processes can be fully automated, to reduce staff requirements and increases the potential revenues. In addition, it will examine how a museum can conduct a cost benefit analysis to evaluate its return on investment.
Related Readings
The Numbers Are In From CyberAtlas, The Web Marketer's Guide to Online Facts
One-Quarter of Attempted Holiday E-Commerce Purchases Fail From CyberAtlas, The Web Marketer's Guide to Online Facts
Yahoo! Remains Ruler of Search Referrals From CyberAtlas, The Web Marketer's Guide to Online Facts
Top 10 worst examples of e-commerce From ZDNet-E-Business
Top 10 best examples of e-commerce From ZDNet-E-Business
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