A Melbourne-based boutique clothing store that has been selling upmarket evening wear for the last 50 years has recently decided it is time to modernize their sales processes in order to have a wider reach. They currently don't have an online presence, and they serve a niche, small Melbourne market. However, due to economic pressures in the retail sector, they are forced to join the online world of e-commerce and grow the business in order to survive. They have a strong product catalog and a strong recognizable brand in the Melbourne market.