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  1. 1. MANAGING RETAIL BRANDS ONLINEweek two:review of three australian (online) retailers-witchery-dotti-cotton on
  2. 2. MANAGING RETAIL BANDS ONLINEA new study from the University of Melbourne has found that while internet shoppers are much more likely totrust websites now than four years ago, (partly because websites are much better looking now) theyre alsoless loyal.The study shows that making a pretty website isnt enough to keep a users attention. They want rich,relevant content.While Australian SMEs are getting a lot better at dealing with web content, were still a long way behind.There are thousands of businesses out there that operate horrible-looking websites with nothing more thancontact information.Your website needs to be good-looking and rich in content. That is how you create loyalty.Published: Smart Company 14 July 2011
  3. 3. Check all your legal liabilitiesYesterday the Cosmetic Physicians Society of Australasia issued a warning to group buying sites – make sureyou arent advertising Botox products. The complaint was sparked by a fear the sites are actually breakingmedical guidelines by advertising for cosmetic medicinal products and services.But perhaps the most interesting point out of the whole debate was that Scoopon told SmartCompany itactually put up a deal on its website last year before realising it actually went against the medical industrysregulations.When the company realised it had breached some guidelines, it took the deal down halfway through. Thedamage may have been mitigated, but the deal is actually still up in cached format through Google searches.The incident serves as a great lesson. Before you do anything on the internet, make sure youre legallyenabled to do so. You dont want to advertise a product and find out from legal advisors youre not actuallyallowed to sell it, then be forced to take it down.
  4. 4. Monitor your online store constantlyAnd speaking of websites, Dick Smith New Zealand suffered an embarrassing error earlier this week when itaccidentally listed a number of products for free.A group of users on a few message boards caught wind of the glitch and started ordering products. Ofcourse, they were later told by Dick Smith they would have to pay for their $3,000 high-definition televisions.The chain was also quick to jump on Twitter and rectify the situation.But while Dick Smith wont suffer a financial loss from the debacle, it still shows just how quickly these typesof errors can spread through social media – the company should consider itself lucky the glitch didnt lastlonger.When you run a website, you are open 24 hours a day. And someone, somewhere, is watching. These typesof glitches can occur from time to time, but you really need to stay on top of them and make sure they dontlast any longer than they need to.Otherwise, your customers might not be so forgiving.
  5. 5. Keep innovatingLast week Facebook responded to the introduction of Google+ by combining Skype and the existing Facebook chat features, allowing users to chat over video conferences.The response highlights a key point in the debate over which social network will succeed over the other – that constant innovation is necessary.MySpace failed to compete with Facebook because it did not innovate, and Facebook does not want to make the same mistake.Often SMEs get flustered when they find a new competitor has disrupted their business model. The constant innovation of Facebook shows that you also need to be changing your offering. Dontchange your core model or what you do best, but keep looking at ways you can make your service better.
  6. 6. Keep it simpleLast week Optus was fined a massive $5.2 million for using misleading advertising for some of its broadbandplans. The court found the telco giant didnt properly express to users how the products worked and whentheir speeds would be capped.The issue raised a key problem with the telco industry – products are too confusing.This is a view expressed by both ACMA and ACCC. That telcos arent doing a good enough job of explaininghow various voice and data products work. Users dont understand how many calls and downloads areincluded in their plans.Dont let this happen to you. Not all products are simple but you should at least be able to express how theywork in a few sentences.Check all your websites, advertising materials, and even the pitch you give face-to-face. Is it simple? Is iteasy to understand? If not, go back to the drawing board.
  7. 7. WITCHERY
  8. 8. WITCHERY “free shipping link” lands on a “loyalty card” page
  9. 9. WITCHERY“shop” link goes... nowhere!
  10. 10. WITCHERY “beach” category isempty... despitethe homepagecampaign being “summer”
  11. 11. WITCHERYone “view” of the item no “alert” option to advise customers when stock is available
  12. 12. WITCHERY again- only oneview of the item quick link to size chart
  13. 13. WITCHERY 20% offer appears inshopping cart to encourage further browsing explains customer service free shipping offer policy clearly repeated (albeit its slow)
  14. 14. VALLEY GIRL
  15. 15. free shipping low emphasis on navigation- perhaps due to customer? DOTTI log in for memberscall to action look and feel consistent with brand/customerbloggers/ crowd offer/sourced styled content product social media wasted space call to action
  16. 16. DOTTI user generated content
  17. 17. DOTTI own blog to promoteproducts/ trends
  18. 18. DOTTI customisation
  19. 19. DOTTI UGC/ P2Pzoom wishlist alternate view size info, shipping and return info other products
  20. 20. DOTTIno “guest” check out option
  21. 21. COTTON ON
  22. 22. COTTON ON clicks, still not on the “site” shop message should be highlighted confusing message.. what does it even mean? dodgy product recall.. eek! “shop”message buried
  23. 23. FINALLY! after 3 clicks we are onthe “shop” landing page COTTON ON search good clean easy navigation good clear calls to action easy to navigate by gender good use of imagery, however below the fold social icons waaaaaaay down here
  24. 24. COTTON ON no product grouping. The same product is shown 9/12 times
  25. 25. COTTON ON size info alternative view of the product wish list functionality no info on this skirt/accessories
  26. 26. COTTON ON simple, clean checkout shipping options/ checkout remembers your details from last
  28. 28. WITCHERY• lacks detail arounds products• inconsistencies and missing content• shallow offers• branding consistent with in-store• basic shopping cart functionality• partial range (not all products are online)
  29. 29. DOTTI• Great use of appropriate communication• in-store experience applied to online• great use of UGC/peer to peer content• clear sales messages• 5* shopping cart experience
  30. 30. COTTON ON• good start• difficult to “find” the store• product grouping awful• product images/info good• simple check out