Julia Hutchison, Chief operating officer at APA, shares her view of good and bad websites.
Good site: LaRedoute.co.uk
La Redoute is a prime example of a retail site that wants to engage with its customers.
While the ecommerce section is simple, clear and easy to navigate, the website goes that extra mile with rich, engaging branded content.
The magazine tab contains a personal stylist feature to enhance the consumer’s experience, and the editor’s blog and Style Me TV content add depth to the customer experience.
A lot of thought has gone into this site to truly embody the brand, build customer loyalty and ultimately make online shopping a much more pleasurable experience.
Bad site: SportsDirect.com
The Sports Direct website is how you would expect it – very much like the shops. It is bright and brash and focuses on low prices rather than the quality of the products.
The site is a clear example of a brand that seemingly does not value customer loyalty and does not feel the need to engage with consumers. There is no entertaining content to entice a customer in or get them to return.
The website is a one-stop shop for deals – something I’m sure many of its users appreciate. However, it does not deliver a positive user experience, and may struggle as other retailers – that do value loyalty – become increasingly competitive on price.
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