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A look into various online shopping websites for female fashion retailers
Citation preview
� Introduction.........................................................................................................................Page 2
� Secondary Research..........................................................................................................Page 3
� Primary Research..............................................................................................................Page 8
� Next.........................................................................................................................................Page 9
� Website Goals – The 5 Ss.................................................................................................Page 10
� Key Design Objectives........................................................................................................Page 16
� Online Value Proposition (OVP)...................................................................................Page 20
� Dynamic Design and Personalisation...........................................................................Page 21� Dynamic Design and Personalisation...........................................................................Page 21
� Online PR................................................................................................................................Page 27
� ASOS..........................................................................................................................................Page 31
� Arcadia Group........................................................................................................................Page 44
� Topshop.....................................................................................................................................Page 45
� Dorothy Perkins......................................................................................................................Page 53
� Comparison of Websites.......................................................................................................Page 63
� Search Engine Optimisation (SEO)..................................................................................Page 64
� Pay Per Click (PPC)...........................................................................................................Page 67
� Google AdWords....................................................................................................................Page 70 2
The purpose of this report is to, analyse, critique, compare and
contrast various websites of organisations within the female
fashion industry sector.
This has been done by, looking at various components that
contribute to a successful website design. Some of these
components include, content, easy navigation, colour, blogs, and
social media.
Along with these components, the similarities and differences
between each of the websites have been looked into. This has been
done in the form of, saying how each of the websites could improve
the design of their websites.
3
From looking at research done by Mintel, there was ability to see which online retailers are the most popular and those with the greatest market share. It was said that the ‘major players online are traditional retailers’ (Mintel, 2010), this is due to the fact that they have the advantage of being already known and trusted brands.
In 2009, online retail sales were around £17.8 billion, with 6.6% being retail sales, this is along with the fact that since 2005, the market has grown by 150%. (Mintel, 2010)
According to Mintel, the ages of those most likely to be shopping online is 25 to 44 year olds, this matches the research found from TGI . Mintelexpresses the reason for why this age group are the greatest users of online shopping, this is due to the amount of commitments and responsibilities they have in their lives.
As the introduction and increased use of online shopping has arisen, it has seen an increase in the amount of traditional retailers going online. There is only 9% of fashion actually sold online (Mintel, 2010).
Mintel also showed which online stores are the most popular and have the greatest growth and sales. The one with the highest is, ASOS in which they had 3,507 in January 2010, which is a growth of 69.3%
TGI – Online shopping purchasing
- Found that mostly women purchase
clothes online
- The ages of those most likely to be
buying online is between 35 and 44 years,
with 65+ year olds being the least likely
-Socio-economic groups A and B
- Most likely to be living in the regions of
East Anglia and South East
-Newspapers – Financial Times, The
Guardian and The Independent
-Magazines – Heat, Now and OK!
which they had 3,507 in January 2010, which is a growth of 69.3% from the previous year. The second is Next, with 3,433 visitors which is a growth of 22.2% growth, and the third highest is the Arcadia Group (Dorothy Perkins, Topshop, Burton etc), which had 2,802 visitors, which is a 25.7% growth. This can be seen in the table below.
4
This article taken from New Media Age, shows and explains how when individuals are looking for a product online, they are more likely to browse online first before purchasing the item in store.
� Women are the keenest online fashion browsers – 59% compared to 39% of men.
� The proportion of shoppers who browse online and then purchase in store (24%) is equal to the number who browse in store and then buy online.
� Consumers are frequently switching between online and offline shopping. This highlights � Consumers are frequently switching between online and offline shopping. This highlights the need for retailers to provide a range of shopping experiences to suit different customer segments. Clear demographic trends can be observed in browsing and purchasing habits, with younger shoppers more likely to research online and buy in store.
� Women under 25 are especially likely to hit the high street after finding an item on a store’s website, with 41% reporting this behaviour. In contrast, slightly older women tend to operate in reverse: 33% of 25-39-year-olds and 35% of 40-54-year-olds buy online after initially locating an item in store.
5
Greenlight conducted research which determined the
most visible fashion websites in natural and paid search,
which represents their visibility to the 9.7 million
searches in May.
The results show:
• Debenhams was the most visible website in natural
search, achieving 52% visibility. This was through search, achieving 52% visibility. This was through
ranking high on Google for high volume driving terms.
•ASOS followed with 41% visibility. However, since Greenlight’s previous report it has lost 28% visibility.
•Very was the most visible advertiser in paid search,
across all keywords. It achieved 53% visibility, a 14%
increase from February. It was also the most visible
advertiser for women’s fashion, attaining 76% visibility.
•Lastly, John Lewis increased its share in paid search by 32% since February, which saw it go up the league table
from position 13 to three.
6
As there is a growing use of social media within today’s society, this has meant that
retailers have had set up their own form of groups on such social media sites. This can
be seen with the table above, which shows the retailers that use social media to their
greatest advantage.
It can be seen that, ASOS is the most followed fashion brand in social media, with a combined
following of nearly 300,000 on Facebook and Twitter. Interestingly, on Twitter it also had an
additional 2,506 followers on its ASOS_Dashboard account (which displays live updates on
postal orders) and 3,132 following its customer service account: ASOS_HeretoHelp.
7
Survey
� There were 13 respondents altogether – 12 of which were female
� Most of which aged between 16-20 years, with 21-25 years being the next highest age range.
� Most popularly read newspapers by respondents are, The Sun and The Times.
� 12 of the respondents have shopped online before.
� The items that they usually purchase online are clothes, shoes and music
� The websites that these individuals mostly use are, Amazon and eBay
� When these individuals use the websites, the aspects that they like when shopping online are, easy navigation, pictures and a clear layout.
Therefore with the information taken from both
the secondary and primary research, it has the secondary and primary research, it has
given us a good insight into both individuals
buying habits online, along with the most
popular websites that are used for buying
clothes online.
So, from this information we have decided to
look at 4 different websites, all of which have
the greatest market share and visitors within a
year. These websites are, ASOS, Next and
Dorothy Perkins and Topshop from the Arcadia
Group.8
Next Directory
Next started off as a directory in which you could only order the clothes through the catalogue. But, internet sales now account for around 60% of their turnover, which is equivalent to £500m a year. They have seen a 2.1% increase in sales in January 2009, the increase is due to the strong performance of its internet operation. They are gradually improving the display of their pages, with the use of better photography. Also, they have now got search and filter functions for when looking for certain types of clothing.
http://www.nextplc.co.uk/nextplc/aboutnext/businessoverview/ 9
When any company is designing and building a website, they will each
have their own goals and objectives they want to achieve from the
website. Some examples of the kinds of goals a company may have for
what their website will provide are;
� Help them buy something they need
� Help them find information
� Help them to save money and time
� Help them to talk to the organisation
� Help them to enjoy a better web experience
(Chaffey and Smith, 2009)
E-marketing objectives can be summarised using the 5 Ss – Sell, Serve,
Speak, Save and Sizzle. Each of these can be applied to any website, as to
show the kinds of aspects they try to achieve through their website.
Each of these will be looked into detail by looking at and using Next’s
website as an example;
10
This generally refers to a growth in sales, through the use of the website. This can be achieved
through ‘wider distribution to customers you can’t readily service offline or perhaps through a
wider product range than in-store or lower prices compared to other channels’ (Chaffey and
Smith, 2009).
In other words, it is there to provide ways to buy products and services online and generate
leads, therefore this is just the website alone. This would however only be effective if, the
website covers all aspects that will interest the customer, e.g. Easy navigation, accessibility
and aesthetics.
11
This refers to adding value to the website, in terms of having up-to-date
information and easy access to the website. Therefore, this is achieved through
‘giving customers extra benefits online or inform product development through
online dialogue and feedback’ (Chaffey and Smith, 2009).
Next use the objective of Serve, by constantly letting customers know which items are
new to their collection. This can be found on the homepage, so to make it easy for
customers to find it and look through it.
12
� This is in terms of ‘getting closer to the customers’ (Chaffey and Smith, 2009), so in other words it is the use of personalisation to each individual customer, this might be through the use of e-mails accustomed to that customer, or recommendations of products to buy.
� The site can be used to ‘converse with and get closer to customers by providing tailored content and by providing tailored content and designing interactive facilities’ (Chaffey and Smith, 2009).
� Along with this, there is the use of social media as a way of enhancing brand relationship. As with Next’s website they have a Facebook page, Twitter page and a YouTube channel. Therefore, there are many platforms for them to be able to contact their customers with news and activities of the company.
13
� This refers to saving costs for
both the company and the
customer, this can be achieved
through ‘online e-mail
communications, sales and
service transactions to reduce
staff, print and postage costs’
(Chaffey and Smith, 2009).
� The kinds of ways that Next
have come up with for saving
costs, is through the use of online costs, is through the use of online
applications and interactive
services, which then save time
and money for the customer.
� Next have got applications for
both iPhones and iPads, so that
the customer can buy on the
move, especially if they see
something in store that they
might not have in their size, they
can then buy it there and then. 14
� This refers to the need to extend the brand online, in terms of ‘providing a new proposition and new experience online while at the same time being familiar’ (Chaffey and Smith, 2009).
� The way in which companies can do this best is through having a good site design, which sets their website apart from their competitors. This could be in terms of the content, interactivities and overall style, tone or feel of the website.
� When referencing to Next’s website, it can be seen that they use a different layout and more ‘classy’ feel about their website, which isn’t necessarily seen in other high street retailers websites.
15
Other than the goals and ways that Other than the goals and ways that companies try and make their websites different to their competitors and to ensure that customers continue to come back, there is the belief that there are 4 main factors that encourage a customer to return to a website, these are;
� Content
� Ease of use
� Quick to download
Content
This is believed to be one of the most important
aspects as, ‘quality content helps site visitors
make the right decision and also attracts visitors
through search engine optimisation, so increasing
brand awareness.’ (Chaffey and Smith, 2009).
Ease of Use
This refers to the easy navigation that needs to
exist on any good website. Therefore, the ‘form or � Quick to download
� Frequently updatedexist on any good website. Therefore, the ‘form or
structure of the site is neither over-complicated
nor too big.’ (Chaffey and Smith, 2009). So, when
using a website the customer shouldn’t ever get
lost, all the pages should be clearly signposted.
Quick to Download
This just means that the page itself loads quickly, as
customers aren’t going to wait if it is uploading slowly.
Frequently Updated
Any good site will make sure that it stays fresh, so the
website will make sure that they ‘put up information which
is useful, relevant and timely for the audience’ (Chaffey
and Smith, 2009). This means that they also need to make
sure they get rid of any old, out-of-date information.
16
When a customer
clicks on an item
they like, it doesn’t
just show that item.
It shows the other
items that they can
buy to make the
whole outfit.
It also shows similar items that
they might be interested in.
17
Each section of the website is
clearly shown on the top bar on
the homepage.
Once you click on the ‘Women’
section, it then breaks it down
into the additional sections.
Making it easy to find what you’re
looking for.
Then once you click on a item to look
at, it is very easy to see where to click
to add an item to the shopping bag.
18
Next updates their
website by showing
customers the latest
trends of the
season. Along with
this, they show the
items they can
purchase from the
website to be on
trend.
Next’s website makes
it clear which items
are new to the
website, just by
simply sectioning it
out.
19
Below is Next’s OVP, as seen in the ‘About Us’
section of their website;
Exciting, beautifully designed, excellent quality
clothing and homeware; presented in collections
that reflect the aspirations and means of our
customers.
This is a proposition that should be different
to offline offerings, it will usually show ‘the
benefits of e-commerce that ideally should
not be available in computer offerings or
offline offerings.’ ( )
The OVP must somehow ‘reinforce core
brand values and clearly summarise what
a customer can get from online that they
cannot get elsewhere’ (Chaffey and Smith, cannot get elsewhere’ (Chaffey and Smith,
2009).
The OVP is sometimes seen as a sum of
the features, benefits, and prices of the
website/company. However, a companies
OVP should ‘encompass the complete
experience of selecting, buying and using
the product/service.’ (Chaffey and Smith,
2009).
20
In order for companies to have a
positive reputation associated with
their name, personalisation has become
an important aspect to a company. As
‘internet-based personalisation delivers
customised content and services for the
individual through web pages, e-mail
or push-technology.’ (Chaffey and
Smith, 2009).
There are many ways in which a company can
ensure personalisation through their website.
Some examples of the ways that companies do
this is;
• Presence of customer or company name
• Date or time
• Customer preferences
• Recommendations
• News and events• Location• Referrer string
21
When looking at and using Next’s website, there is no distinctive
personalisation in terms of, the customers name, customer preferences or
referrer string. Therefore, when a customer is revisiting the website, there
is no recommendations of items they might be interested in purchasing.
The only aspect of personalisation that is present with Next is, that they
send customers e-mails when their orders are ready. On these e-mails there
is also a section at the bottom which gives the customer the option to go
straight to the website and shop.
22
Aesthetics = Graphics + Colour + Style + Layout and Typography
There are 2 aspects to the aesthetics
of a website, these are form and
function. Form refers to, the visual
design of the website. Function
refers to, the interaction, navigation
and structure of the website.
Graphics
The visual design of a website is important in establishing
trust and set the tone for future experience. Therefore
when designing a website, designers need to create a
‘balanced visual design which is visually appealing, but
also works for accessibility, usability, persuasion and
branding.’ (Chaffey and Smith, 2009).
When looking at Next’s website, there are hardly any graphics
used. As there are no Flash elements to the webpage. All it
involves graphics wise, is the various use of photographs and drop
boxes at the top of the page.
Photographs
Drop Box
23
The colours used on a website are very
important, as they create a feeling about the
site and brand.
Colour schemes need to be;
• Right for a personality which fits the target audience
• Right for a colour scheme that fits the
brand
• Right for usability and accessibility(Chaffey and Smith, 2009)
All of Next’s pages follow the same colour scheme. The
colour scheme that Next uses, has a very sophisticated,
classic feel about it. It shows that by using very simple
colours, you can still get the right image wanted for the
brand.
24
‘The power of typography in adding to
the visual appeal and persuasive
power of a website is often
underestimated’ (Chaffey and Smith,
2009). Therefore, when designing a
website, it is important to think
carefully about what type of
typography to use, as by using the
wrong kind will give the brand a bad
image.
Next use the exact same typography throughout all pages on their website. They use a very
simple San-serif style of text, by using this style it means that it is easy for customers to
read all the text. Also, by using the same style throughout, the customer is likely to then
have a certain association with the style of writing and the brand.
25
The way in which a page is designed and laid
out, is implemented through the use of Content
Management Systems. The design of a website
is likely to follow the same layout, but have
slightly different layouts for each section to the
website. The aspects to a website that are likely
to be consistent are;
• Company name and logo
• Menu for navigation
• Footer for reference• Page title for content
Next’s homepage shows very clearly
what its main marketing message is,
with the use of having the one main
big image at the top of the page.
A good template design will achieve;
• An aesthetic, visually pleasing layout• Clear emphasis of different content types
•Visual hierarchy showing relative importance of
different content
•Prioritisation of marketing messages
•Clear navigation options to a range of content, services and visitor engagement devices.
(Chaffey and Smith, 2009)
It’s clear for the customer to be able to see the various sub-
sections that are available on the website. With both the bar
at the top of the homepage and sections underneath the main
image on the homepage.
26
Online PR, involves maximising mentions of the company, brands or products or
websites on third party websites, that are likely to be visited by the target
audience.
There needs to be the assurance that there is some kind of control over the
reputation of the company or brand, through monitoring and controlling what is
placed about the company online.
Ranchhod et el. (2002), identified 4 key differences between online PR and
traditional PR, these are;traditional PR, these are;
1. The audience is connected to the organisation
2. The members of the audience are connected to each other
3. The audience has access to other information
4. Audiences pool information
(Chaffey and Smith, 2009)
27
There are many activities that businesses
use as their online PR, these include;
� Social Media
� Web 2.0 tools – blogs, forums and
discussions
� Viral promotions
� Link building
� Third party sites
Some of these are used by many websites
today, as it is becoming more and more
essential for businesses to have some kind
of connection to many various types of
media.
Next allows its customers to follow them on
both, Facebook and Twitter. With the use of
having access to social media, it means that
they can keep all their customers informed of
any new additions to their range, also any
competitions or news.
28
Web blogs are best known as ‘an easy
method of publishing personal web
pages which are online journals or
diaries’ (Chaffey and Smith, 2009).
Next has 3 different styles of blogs, all of
which involve customers or employees of
Next, therefore giving a first-hand insight.
29
Next’s YouTube channel enables
customers to be able to view all
their previous and existing TV
adverts. Along with being able to
watch videos which give tutorials of
how to do make-up.30
� Established in June 2000 and admitted to AIM in October 2001, ASOS. is the UK's largest independent online fashion and beauty retailer and offers over 36,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty with approximately 1,300 new product lines being introduced each week.
� They are aimed primarily at fashion forward 16–34 year olds.
� ASOS attracts over 8 million unique visitors a month and as of 30 April 2010 had 3.7 million registered users and 1.6 million active customers, who are defined as having shopped in the last six months.
31
These are links
taking users
All products
are placed in
categories.
Provides users
with a
welcoming
message.
This allows users to
sign up to the ASOS
site or login into their
account.
These links
provide users
access to
products within
the following
categories.
taking users
straight to the
social media
sites.
These are links
which take you
straight to more
of the ASOS site.
Here users will
gain access to
links on
fashion news
from the online
magazine, the
site and even
newsletters. 32
Allows users to
place items
which they plan
to purchase in a
shopping bag.shopping bag.
Allows users to
sign up to receive
email updates on
style news from
ASOS.
33
Users are able
to shop within
Users are able type in a
search query
to shop within
categories
which then
allows users to
shop from a
range of
products and
collection.
34
Users are also able to
view content in a larger
form, and view more
information like size and
the description of the
product.
When users select an item, ASOS
provide suggestions on how about
purchasing these items. They may
be either to go with the item they
are viewing or what other consumers
have also brought. They also provide
more items relating to what they’re
searching for.
Users are able to
share content with
friends or
bookmark the item
using various
platforms as well as
email a friend.
35
This provides
users with
sign posts, sign posts,
letting the
users know
where they
are within the
website.
36
This enables users to
interact with ASOS on
a more social level,
allowing users to view
various content and
communicate with the
retailer.
At the end of this
month (January),
ASOS will be
launching an
online Facebook
shop, which will
enable users to
purchase items
from the entire
product range from
within the social
network.
39
This is an online magazine
containing a few products from
ASOS allowing users to shop for
products.
The online magazine allows users
to navigate to next page and
previous pages, and allowing
users to shop for these products.
ASOS provide users to shop for ASOS
products on their mobile phone
anytime and anywhere, allowing
them to search, browse and buy, save
items and track an order and even
manage their account. 40
Users are able to interact with ASOS through
their own channel, containing various content
from products which ASOS offer. Also, there is
extra content like video relating to them about
their new clothing etc.41
This allows users
to interact with
ASOS and share
their opinions,
users are able to
tweet their opinion
or upload a
YouTube video
about asos.
42
� Arcadia Group is the UK’s largest privately owned clothing retailer with more than 2,500 outlets. Along with this, they own 7 of the high street’s best known fashion brands, some of these brands are, Dorothy Perkins, Topshop and Burton.
� From looking at research from various sources, it was clear to see that the top brands who are part of Arcadia Group are, Dorothy Perkins and Topshop, therefore these 2 brands have been looked into with more detail.
� It was reported in 2010, that the retail group Arcadia profits has increased by 6.4%. Their pre-tax profit was £213.16m. (www.marketingweek.co.uk)
Topshop
� Topshop as a brand has become a fashion phenomenon, as it has become known for its cutting edge fashion at affordable prices.
� In 1974, Topshop was launched as a stand alone business, in which they now target 13 to 25 year-olds.olds.
Dorothy Perkins
� Dorothy Perkins offers ‘affordable, feminine fashion and a shopping experience customers clearly love’ (About Us, )
� A typical Dorothy Perkins customer is, between the age of 25 and 40, they love fashion and take a close interest in the new trends.
� Dorothy Perkins pride themselves on doing just that, producing good quality fashionable goods at reasonable prices.
43
This allows
users which
are members
of the site to
This allows users to view an
account.
This allows users to view an
manage details of their
account.
Able to
view items
which they
may
purchase.
Allows users to receive e-mail
updates regarding Topshop. Links to social media sites.
Allows
users to
search for
items
through
product
name and
code.
of the site to
sign in and
have a
account
which is
more
personalised.
45
Users are
able to
navigate for
products in
the following
categories.
Keeping
websites
simple allows
users to
navigate and
find products
at ease,
enabling a
satisfied
consumer. 46
An additional feature on
the website, allows users
access to a media player
to listen to music, which
sets a mood while
browsing the site.
47
Users are able to
interact with Topshop
through their own
channel on YouTube,
containing various
content from products
which Topshop offer and
extra content like videos
relating to them as a
business, about their
latest clothing etc.latest clothing etc.
48
Users are able to
view products
larger allowing
them to look at it
in detail, view
more information
on the product.
Users are
able to
specify their
search for
products
49
This enables users to interact with
Topshop using social interaction. Users
become fans using platforms from
Facebook and Twitter, allowing users
to view various content and
communicate with the retailer.
Topshop also uses this as a way of
updating users on various content and
answering any queries.50
This is a form
of customised
services for
consumers to
access the site
through an
application,
which makes which makes
the Topshop
site available
for users, those
users on the go
allowing them
to shop for
products.
51
Dorothy Perkins take
on an information
intensive approach to
their design layout. It
continuously provides
the consumer with
information and links
to the various pages
that it has to offer.
Very little graphics
The use of the
typography on the
website is very
simplistic and easy
to read. The same
font and style is
used throughout.
The colour scheme is
the same throughout
the website, and is
done accordingly to
the latest fashion
season trend colour
schemes.
Very little graphics
are used throughout
the website pages.
Singular images are
used as a centre
feature amongst the
pages, along with
small graphic images
to enhance the special
offer promotions.
Links to various pages
on the website, which
provides the consumer
with information.
Sales promotion
information
53
The same layout and
structure is used through
the website. The web page
undergoes the shallow
approach, which allows
users to be able to access
the different pages in
three clicks or less. This
results in the navigation
being easy as the
Sub-Categories to
for users.
Sub-Categories to
make searches easier
for users.
Interactive display feature
which allows users to view
Links to the different
pages of the website.
being easy as the
different parts of the
webpages are sub –
categorised.
which allows users to view
the key products from
each section. If clicked, it
directs users straight to
the shopping section.
54
The web page
provides sub-
categories that
the users can
choose to
make viewing
products
easier.Colours are only
Users are always
aware of how much
they are spending
with the ‘shopping
basket’ feature.
Consumers are
continuously made
aware of promotions
and special offers
which are available.
Colours are only
used on the
description part
of the page.
The online shopping page of the
website follows the same layout
and structure as the whole
website. In terms of visuals and
colour schemes, it is kept very
simplistic with only the
description part of the page.
Also, it is very informative in
regards of the promotions and
special offers on display. The
fact that users are able to sub-
categorise their searches makes
the page much easier to
navigate though.
Users are able to use
an interactive price
range tool to make it
easier for the
searches.
55
Looks and
Trends
Dorothy Perkins
has its own online
radio, which users
can listen to while
Style Advisor Blogs
can listen to while
they shop.
56
Dorothy Perkins
offers a style advisor
service, whereby
consumers can book
online to speak in
store with stylists to
gain fashion advise
on what and how to
wear garments. This
is another method in
which, Dorothy
Perkins has
Consumers can
find out
information about
the Dorothy
Perkins fashion
advisors. This
enables the users
to feel more
personally
involved with the
staff.
Perkins has
incorporated online
and offline methods
in engaging and
interacting with their
consumers.
As part of the style
advisor feature, each
stylist provides a key
item in which a link is
provided for the user to
progress to the
shopping section and
purchase.
57
Links to the
Facebook page
from blog.Links to the
Twitter page
from the blog.
The online
blog
provides
links to links to
events and
interviews
in which
Dorothy
Perkins
have been
involved
with.
The online blog provides
consumers with
information on all that
Dorothy Perkins has
been incorporated in, as
well as updates of
fashion trends and
styles. The blog is
regularly updated, and
users are able to access
the archives.
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Dorothy Perkins have
provided pages within
the website, where the
consumers can access
the current fashion
trends. It also allows
the users to see how to the users to see how to
put garments together,
with links to purchase
the products.
The use of these
pages encourages
sales through
persuasion.
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Dorothy Perkins has
invested in using social
networking sites, as a
means of engaging and
interacting with their
consumers in an
informal approach.
Facebook allows an
online community to
be formed
By using these sites such as
Facebook and Twitter;
Dorothy Perkins are able to
encourage dialect with their
publics on a regular basis,
gaining almost instinct
feedback and promote new
products and events more
cost effectively.
be formed
surrounding the
brand.
Consumers who
may have not
come across the
Dorothy Perkins
website via
search engine
queries may be
directed to the
site through the
social network
sites.
Facebook enables
users to gain
access to photo
shoots, and other
behind the scenes
footage of Dorothy
Perkin, resulting
in people feeling
more a part of the
brand.
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Twitter allows Dorothy
Perkins to engage, and
interact with their
customers on a much
more informal scale.
The public can be
informed on a daily
basis of the different
aspects of the brand
such as events, new
products, trends and
Twitter enables
consumers to follow
Dorothy Perkins, create
their own blogs and
opinions about products
and services in which
others can see and
elaborate on. In the
same way as which
Facebook has its
discussion feature, the
use of Twitter makes it
possible to create and
build on a community
within the Dorothy products, trends and
promotions.within the Dorothy
Perkins brand on a
bigger scale.
Users are able to
upload information
about certain brands,
and products which
links are provided to
direct consumers
back to the official
Dorothy Perkins
website, where the
products can then be
purchased.
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Altogether from analysing these websites, it is now clear to see which aspects and content all 4 of
them share. All of the websites allow customers access to their pages on social network sites. This
supports research done, which shows the increased use of social network sites for various businesses.
This is primarily due to the increased popularity of both technology and social media such as,
Facebook and Twitter.
Each of the websites that have been analysed, all share the same positive aspects to the design of their
websites. They all have easy navigation, in that each of them have the same style of drop down bar at
the top of their main screen. Also, each of the websites have a very similar layout, in that they all have
one big, main image on the main screen to which shows the newest and most recent addition to the
website/brand.
Another aspect that each website shares is, they all make it easy for their customers to find the exact Another aspect that each website shares is, they all make it easy for their customers to find the exact
kind of product that they are searching for. This is through the use of sub-categories, which enables
each of the customers to break down their search into colour, style, size etc.
Away from the aspects of each websites design that is likely to draw in and maintain customers, there
are also those aspects that some of them could improve on or introduce.
Topshop and Dorothy Perkins both have a radio, which their customers can listen to whilst shopping
or browsing. Whereas ASOS and Next don’t have these additions to their websites, therefore they may
want to consider the introduction of such concepts, especially to maintain customer retention.
Along with this, ASOS is the only website to offer its customers the opportunity to view its latest
magazine. This takes you through page-by-page, and the customer can even purchase a product they
see in the magazine. Dorothy Perkins and Topshop would be the only other websites that would be
able to introduce something like this, due to the fact that Next is originally a catalogue. Therefore,
their customers already have the opportunity to view their products in an additional format.62
SEO involves ‘achieving the highest
position or ranking practical in the
natural or organic listings on the
search engine results pages after a
specific combination of keywords has
been typed in’.
(Chaffey and Smith, 2009).
‘The position or ranking is dependent
on an algorithm used by each search
engine to match relevant site page
content with the key phrase entered’.
(Chaffey and Smith, 2009).
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ASOS – 3rd
results to
appear
By slightly changing the keywords that are entered into the search, there are more specific and
relevant findings. Along with this, it shows which of those websites are highest up in the ratings
of their service.
Dorothy Perkins
– 6th result to
appear
There are no sponsored links at the top of this search, compared to that of the other
search.
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This refers to the ‘sponsored links’ that
appear to the right of a results page,
these appear when a keyword or phrase
is entered into a search engine.
When searching for ‘online fashion’ there are
quite a few sponsored links that appear, not all
necessarily have any relevance to the search.
Sponsored Links
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By changing one word in the
search bar, there are completely
different sponsored links that
come up with the search.
PPC is ‘similar to conventional advertising’
(Chaffey and Smith, 2009). They are usually a
‘relevant text ad with a link to a company page’
(Chaffey and Smith, 2009). These sponsored
links don’t necessarily mean that people click
on them, however typically around a quarter or
a third of searches have someone click on them.
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Benefits
� Those that have the sponsored link, are only having to pay when searchers click on the sponsored link, then being directed to the advertisers web page or landing page.
� The individuals that are searching for a particular item, are using terms to find something of interest therefore quality of the lead is high, this then means that there is likely to be less wastage compared to offline advertising mediums.
Drawbacks
� It may turn out to not be as cost-effective as intended, especially if it is a smaller � It may turn out to not be as cost-effective as intended, especially if it is a smaller company that is advertising, as they’re not necessarily guaranteed that people will click on their links.
� The running of and maintenance of the sponsored link can be very time consuming, as it usually requires daily and sometimes hourly checks on the bidding, so that it can stay competitive
� There is also the fact that, not everyone always clicks on the sponsored links, therefore there are many missed opportunities.
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This shows that when searching for
‘online female fashion’, there isn’t
that higher number of searches
using that combination of words in
a month.
PPC’s can get highly profitable for companies such
as Google, also a ‘well designed paid search
campaign can drive a significant amount of business
for the search companies’ (Chaffey and Smith, 2009)
The combination
of words with the
highest amount of
searches is ‘online
fashion’
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