Craig Lawrie Director of integrated planning, Initials Marketing, shares his view of good and bad sites.
Good site: Fenwick.co.uk
The first thing shoppers are faced with when visiting Fenwick is an invitation to sign up to its CRM programme. This is particularly impressive since email bulletins promise to be tailored to shoppers’ nearest stores. The site is clean and mirrors a luxury fashion magazine.
Each bricks-and-mortar store has its own dedicated profile and store news page - a conscious effort by Fenwick to tailor purchase ideas to the demographic of respective shoppers. Customers can only buy items from the ‘Shop Bond Street’ navigation, which makes it slightly unclear as to which items can be purchased, but information about products is clearly presented with a good selection of images.
Bad site: Notonthehighstreet.com
There’s nothing worse than walking into a busy, disorganised store with little navigational signage. And this is exactly what shoppers face with Notonthehighstreet.com. The home page is dominated with clutter and the animated promotional panel at the top of the page moves too fast and is distracting. The navigation is also confusing. Try searching for men’s T-shirts, and shoppers are automatically navigated towards ‘For Him’ when men’s clothing is actually located within ‘Fashion’. It is clearly a homing site for other brands, whose products are actually quite good, but it is more like a digital jumble sale than a comprehensive online store.
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