Peter Veash Managing director of The BIO Agency, shares his view of good and bad sites.
Good site: Argos
The retailer is making encouraging steps with its digital offer by identifying and introducing features that will encourage customers to buy its products.
By implementing product demonstration videos, for example, items are being brought to life and customers are being allowed to view the product in its entirety.
Argos has also introduced the Shutl service, which delivers purchases to customers’ doorsteps within the hour.
Despite making some positive noises, there is much room for improvement. Argos now faces the challenge of continuing to integrate a full digital experience.
Bad site: Primark
I am sure that the bosses at Primark think they will never be able to have a great online presence because the brand moves too quickly.
Once more, with a successful Christmas behind them, bosses have said there are no plans for an internet store, with the focus clearly on the high street consumer experience.
But surely after the recent additions to the retail graveyard, something needs to change?
However, the powers that be don’t seem to have attempted to tackle the problem and the website looks like it has been left back in the 1990s. I do not know where to start with critiquing the site, so I won’t.
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