Tom Ogle, Europe chief executive at Market Force, shares his view of good and bad websites.
Good site: Mulberry.com
Mulberry’s online retailing offer has recently impressed me. The online shopping experience is a pleasure; navigation is clear and the products are photographed very well. The descriptions for each of the products are detailed and give customers all the information they could need.
I recently purchased with Mulberry and asked for the product to be sent to an address that was not in mainland UK. Due to this I contacted Mulberry as I was concerned about the delivery process. The customer service received was impressive and personal, and went above and beyond any expectations.
Bad site: Gap.eu
Gap’s online shopping experience is not easy. To start with the homepage looks clean, minimalist and fresh. However, as soon as you start navigating the site it becomes clear purchasing decisions will not be made quickly. The products are not shot particularly well or presented in an inspiring manner on the page.
The information about each product is very basic and certainly won’t entice customers to purchase. Delivery prices are quite high at £4 and in an environment when many online retailers are offering free or discounted delivery costs, it doesn’t do Gap any favours. I would guess shoppers would look around for a better deal.
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