E-Commerce Is Not Just for the Amazon.coms

BY TERESA FORTHOFER

Whether or not your organization currently has a presence on the World Wide Web, one thing is clear: customers, future customers and associates, are now, or will soon be looking for you there.

Every day more customers and competitors are using the Internet to go far beyond just establishing a presence. They share information, communicate with customers, take orders, and thereby increase their revenues.

We live in an era in which convenience is a key requirement in our daily lives. People seem to have extremely busy lifestyles and are turning to the Internet for timesaving assistance. The Web has become a valid purchasing channel for consumers and sites have evolved from just providing static information for surfers, to an interactive venue in which users purchase goods, register for events, classes, seminars, conferences, and much more.

When we think of online sales or "e-commerce" we tend to think of online stores, such as Amazon-com, that sell books, music, apparel, travel, and electronics. But don't forger online registration. Although park and recreation agencies do not sell "goods," we do sell specialized services, classes, and events. We, too, are a part of e-commerce.

By providing online registration the principle remains the same: we are selling to the community and providing convenience. Catalogs, brochures, and mailings get misplaced and they are expensive to produce and distribute. Registration business hours are limited.

It's simple. Why not put this information on the Web for a fraction of the cost and give the customer what they want? Online registration allows your customers to register when they want to, not just when you want them to.

The Community House of Hinsdale has successfully ventured into cyberspace by taking the same approach as retailers in selling our programs and events via the Internet at www.thecommunityhouse.org. By providing this service to our community we have increased registration to 24 hours a day, seven days a week!

To bring our organization to the Web, The Community House has partnered with Computer Continuity Center (or C3), using PlanNet online registration tools. PlanNet, developed by C3, employs emerging technologies to meet the demands of organizations seeking to improve productivity and the quality of their services.

By implementing online registration, we've addressed the need to increase registration process automation and reduce labor intensive procedures. PlanNet establishes a solution that leverages common existing job skills and can easily integrate with current database driven systems, client management software and accounting systems.

The Community House Website witnessed close to 1,500 hits and sales that totaled more than $4,000 in the first month! We have streamlined our entire registration process with our interactive catalog by putting extensive information at users fingertips in an engaging, clearly organized way.

"The money we spend every year on printing brochures, sending out brochures, handling and processing registration compared to the minimal cost to implement PlanNet didn't even compare," says Judy Hauch, financial administrator for The Community House.

"It was a simple decision."

It has been a smooth transition for the staff at The Community House to adjust to using PlanNet.

"The administrative side of PlanNet is so user-friendly we have adopted it as our only registration system," says Jennifer Mensik, The Community House program director.

10 / Illinois Parks and Recreation

E-COMMERCE IS NOT JUST FOR THE AMAZON.COMS

"Not only are we accepting online registration, but administering our own site without any programming knowledge.

"Its amazing! With PlanNet we can track program information, financial records, registration history, database information, and class lists that are updated to the minute."

Phone calls and emails come in daily and community members love our new site. They appreciate the convenience and enjoy the new feature, a photo album.

In a recent study when consumers were asked to rate the most important factor when deciding to purchase online, more than 50 percent rated convenience as the number factor. The other top rated important issues for online success were ease of use (navigation), currency (material is updated frequently) and security. The Community House Website tackles all of these issues with flying colors and staff love it, too.

Due to the success of our online registration, in the future the Community House hopes to move toward mostly Internet based registration including a computer in the lobby for walk in registrants. By doing this we will save a considerable amount of time and money. For now. The Community House will continue to accept registration via phone, fax, mail and walk-in, but in time we hope to increase the number of online registrants to reduce the number of mailings in return lowering our registration costs. 

TERESA FORTHOFER
is the executive director of The Community House-Hinsdale, a nonprofit organization providing exciting new learning experiences, counseling support, recreation and volunteer opportunities for all the residents of Burr Ridge, Clarendon Hills, Darien, Downers Grove, Hinsdale, Oak Brook, Westmont and Willowbrook. To learn more about The Community House, visit www.thecommunityhouse.org

Computer Continuity Center (or C3) is a Chicago-based Web development firm specializing in online catalogs and online registration. PlanNet, developed by C3. is unique in that one fool is required for building, editing and maintaining your online registration site as well as check orders and store participant forms. To learn more about PlanNet, visit www.plan-net, net

July / August 1999 / 11