E-Commerce Systems Options
Choose the Platform That Best Suits Your Needs
By Ernie Schell
E-commerce platforms play a vital role in today's multi-channel marketing mix. With Web sales growing faster than catalog or retail revenues, they also can provide the biggest return on investment.
There are essentially four ways to create an e-commerce Web site:
BroadVision One-To-One Enterprise allows you to build scalable, adaptable, secure Web applications from reusable components that accommodate growth in Web traffic and frequent changes in Web site content and services. A three-tiered, modular architecture permits business rules to be modified without affecting external applications, databases or other interfaces.
One-To-One allows visitors to create profiles. It then matches profile data to Web content and tailors your site for individual viewers each time they visit with personalized editorial content, advertising and incentive programs.
The BroadVision platform offers several levels of programming access. Command Center, a Windows-based module for technical developers, provides rapid application creation and deployment. It uses visual point-and-click construction tools with built-in HTML syntax and application programming interfaces using BroadVision Template Editors, a set of default templates for basic business functions (order entry, payment processing, etc.)
The pages created with the templates are browser-independent and use an extensive library of dynamic objects that provide access to One-To-One services, including profile management, electronic commerce services such as virtual shopping carts and order processing, targeted content and ad insertion.