The commercial eProducts Manager at Shell Canada has to determine how to improve the adoption and use of its e-commerce channel. eStore had been developed for fuels and lubricants market as a pilot, like Shell could communicate electronically with its customers to reduce costs. While eStore in place for a year, and many customers had signed, utilization was low. A consultant has made recommendations on the technical problems that could drive low util … Read more »

The commercial eProducts Manager at Shell Canada has to determine how to improve the adoption and use of its e-commerce channel. eStore had been developed for fuels and lubricants market as a pilot, like Shell could communicate electronically with its customers to reduce costs. While eStore in place for a year, and many customers had signed, utilization was low. A consultant has made recommendations on the technical problems that could drive low utilization. The commercial eProducts manager has to check whether the problems are purely technical in nature and a recommendation for further action.
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from
Deborah Compeau,
Barbara Marcolin,
Carol Saunders,
Chad Saunders
Source: Ivey Publishing
14 pages.
Publication Date: Jan 26, 2007. Prod #: 906E20-PDF-ENG
eStore at Shell Canada Limited HBR case solution