Figure 2 – Features of a bad Web site
Usability
I think the most important fact that e-commerce companies have to remember – is that a Web site is a self service product – meaning that there is no customer service representative to help guide the user through the site. If Web designers learn this, then they can take into account the ease-of-use and the importance of functionality.
There are many sites such as and which don’t even acknowledge these issues – despite the vital strategic importance of user experience to the success of a Web site.
“The simple matter of understanding what people want and need has been a low priority for most of the history of the Web.”
[J.GARRETT 2003]
This is really important because established companies compete to set up Web sites – where they are determined not to fall behind. Simply, leaving the ease-of-use factor and whether the site actually worked for users became an afterthought.
Competitors began to emphasise features, adding more content and functionality to their sites to gain market share – however they soon found out that having more features is only a temporary source of competitive advantage. Because with the added complexity, sites became increasingly hard to use – hence ‘no returning customers’.
Woolworths have recognised that providing a quality user experience is an essential and sustainable advantage. Garrett highlights that it is user experience that:
- Forms an impression of the company’s offerings
- Differentiates the company from its competitors
- Determines whether customers will come back
Woolworths main goal of their site is to; present and communicate to customers the offerings of the company as effectively as possible.
To determine returning customers Garrett believes;
“For users who do come, you must set out to provide them with an experience that is coherent, intuitive and maybe even pleasurable.”
[Garrett 2003]
Woolworths Web Design
Woolworths Web site has been up and running since 1996. Below I have tested and critically evaluated Woolworths Web pages:
Figure 3 – Evaluation of Woolworths Web Site
Disadvantages of the Web site;
- Site is a little cramped – everything is cluttered together
- Font is generally quite small – customers may find it difficult to read
- No flashing images, no animation – however this maybe a good feature.
- Lack of interaction
Woolworths most important asset is there server. The Home page loads up in 0.74 seconds – this keeps customers on their site.
Overall, I think their site is informative, useful and pleasing to the eye. Where purchasing of goods is ordered and obtained easily.
Each photo includes the price and also links to additional information. By providing extremely valuable and rich information – customers gain a detailed specification of products. The information not only helps the customer, but also achieves the company’s objective of showing potential customers how products work for them.
Security Policy
Woolworths have their own secure software that encrypts all personal information and prevents it from being accessed by any third party. Woolworths security policy is clearly stated on their front page – encouraging customers to register, as they are a reliable company.
Reach & Richness
Richness means the quality of the information – from the customers’ perspective. Whereas Reach – means the number of people who participate in the sharing of that information.
Evans & Wurster believe that;
“It has been impossible to share simultaneously as much richness and reach as one would like.”
[Evans & Wurster 1999]
I disagree with this statement, as I consider Woolworths Web site to have ‘high Richness and high Reach’. (Please refer to Appendix B – for diagram of Richness & Reach).
From the diagram I can see that Woolworths site is high in richness – as the products in which they sell include a detailed specification, and the reach of customers is high as they advertise to a wide range of the market. Although Woolworths only deliver products to addresses within the UK – they have begun to extend their market reach by implementing an in-store ordering system – this links in very well with e-commerce because customers who don’t have access to the Internet are not singled out. If customers don’t find a product they are looking for in-store – then they can order it online, in-store.
For my research I interviewed Sue Stewardson – Manager of Woolworths Newark, to find out more about in-store ordering and online shopping. (Please refer to Appendix C – for the detailed interview).
Customers
Target Market
“The target market is a defined segment of the market that is the strategic focus of a business or a marketing plan. Normally the members of this segment possess common characteristics and a relative high propensity to purchase a particular product or service.”
[www.mplans.com 2005]
The above definition of target market implies that the customer of this segment represents the greatest potential for sales volume and frequency.
Woolworths Web site focuses on the home, family and entertainment. However their main priority and target market is emphasised more for young mothers – with children under the age of 12.
Woolworths online store is well known for;
“providing excellent services and quality products at affordable prices.”
[www.woolworths.co.uk]
When I looked closer I found Woolworths to comprise this notion of ‘value-for-money’ on an extended range of products for their customers and found a strong commitment on making shopping fun – but affordable too.
Woolworths also target active customers who are too busy to go shopping – so shop online as it is more convenient.
Designers of the Web Site
Woolworths Web designer is a company called ‘Fredhopper’.
“Fredhopper Access Server uniquely follows people’s logic to help users easily and intuitively find what they’re looking for.”
[www.active-marketer.com 2005]
Fredhoppers’ main criterion is to make it easier for the users – to find product information. As a result, sites become easier to navigate, easier to update and maintain. This leads to better usability and increases both user satisfaction and usage. The system responds to user requests with the commercial needs of Woolworths in mind – making Woolworths Web site measurably more effective.
“Fredhoppers combination of superior ease of finding and more effective merchandising has proven to double usability and triple sales.”.
[www.fredhopper.com 2004]
Suppliers
Suppliers of Woolworths are extending and expanding markets reach and realise maximum business potential by having suppliers’ products advertised on the site. This enables them to take advantage of differentiating their products from competitors.
Woolworths have many different suppliers, for example; toys manufacturers like: Chad Valley, Fisher Price, Leap Frog etc, would want Woolworths to display there products in the best possible way and to be successful – as this will also increase their sales and market share.
Examining Effective E-commerce – Literature
To examine effective e-commerce – I need to look at a wide range of literature, to help me identify the most appropriate criteria for a good Web site.
Navarro and Khan highlighted the importance of;
“Organising graphics and text to deliver message in a logical and understandable manner.”
[A.Navarro & T.Khan 1996]
Effective visual presentation plays a big part in attracting customers to the site.
They also mentioned;
- Creating Balance
- Producing a focal point
- And offering valuable content
Are also important qualities to have for a Web site to be effective.
“The most important thing that any Web site can do is offer valuable content.”
[A.Navarro & T.Khan 1996]
It is often said of the Web that “Content is King” – as it is mainly content that ensures returning customers. Woolworths site contains Rich content and it is this that drives customers back to their site.
Rockwell believes that a sites information must have the following characteristics;
- Relevance – from the users perspective
- Timeliness
- Frequent updates
- Accessibility – take advantage of search engines to improve user access.
Woolworths considers all the points from above – so, according to Rockwell Woolworths site is very effective.
Chaffey mentioned;
“Since e-commerce systems are often customer or employee-facing systems, the importance of human computer interaction is high in the design of the Web applications.”
[D.Chaffey 2002]
Chaffey considers the user design interface as an important quality to look for in order for a Web site to be effective.
Rockwell is overwhelmed by the rapid growth and evolvement of e-commerce.
“E-commerce shortens the buying cycle with commonly available Internet access, customers can quickly access the online product database, free of charge.”
[Rockwell 1998]
“E-commerce reduces the cost of sales, by making information directly available to customer sales and marketing costs connected to low-volume buyers can be dramatically reduced.”
[Rockwell 1998]
For Woolworths online publishing reduces the need to maintain product information in a variety of media. So, printing shipping and distribution costs can be greatly reduced.
Referring to the Web site design, Bevan says;
“Unless a Web site meets the needs of the intended users it will not meet the needs of the organisation providing the Web site.”
[N.Bevan 1999]
I think Woolworths Web site development is user-centred, where they evaluate the design against user requirements.
Douglas et al, believed that – in order to have an effective e-commerce site, you need to;
“Organise your content in several ways – in categories that make sense to your customers and in the intuitive ways they think about doing the tasks. Build navigation tools and cues that let customers know where they are, where they are going, and how to get back.”
[K.Douglas 2003]
I strongly agree with Douglas statement above, because he mentioned all the characteristics a site should have – however, these aspects are more specifically related to customers.
Rayport & Jaworski described the seven design choices that form the basis for an effective e-commerce Web site. (Please refer to Appendix D for The 7C’s of an Effective Site).
Lowery highlighted the following formula as a criterion to form a successful site;
- A – Attention - Use a powerful headline that demands attention
- I – Interest - Intrigue interest and create curiosity
- D – Detail - Provide details about their products
- A – Action - Call for action
She believes that;
“Your words are the entire foundation of your business and your words play a major role in determining your success.”
[Lowery - 2005]
I strongly agree with this statement, because it’s the words you use – which persuades customers to purchase their products.
Common Aspects within E-commerce Sites
There are many common aspects in which companies involved in e-commerce are interested in. However, their ultimate goal is to comprise a successful Web site. The table below considers points, in order to ensure e-commerce Web sites are successful.
Figure 4 – Common aspects in E-commerce sites.
Conclusion
To conclude I have found out that all e-commerce sites have their own unique set of problems to solve and issues to address, however – from the literature I gathered that they all share the following common determinants of success:
- Specific goals
- Clean and Clear structure
- Good, rich content
- Vision
- A disciplined approach
- User involvement
I think effective communication is a key factor in the success of an e-commerce site. Features and functions always matter, but user experience has a far greater effect on customer loyalty. I would say good user experiences will most definitely return customers to their site.
Woolworths unique shopping experience is popular and successful because it is focused around meeting needs. Woolworths has gained over rivals by differentiating itself on the basis of providing the best value for money for through the most convenient shopping experience. By embracing new technologies, Woolworths continues to provide the channels that are most appropriate to the modern retailing experience.
One of the best advantages I would say about e-commerce sites is that they are open all day, everyday and can be accessed from an Internet connection anywhere in the world.
References
Books:
Rayport. J.F and Jaworski. B.(2001). e-Commerce. London: McGraw-Hill/Irwin MarketspaceU.
Douglas. K, Landay. J, Hong. J. (2003), The Design of Sites. London: Addison-Wesley
Glover. S, Liddel. S, Prawitt. D. (2002). E-Business. New Jersey: Prentice Hall
Garrett. J. (2002). The Elements of User Experience – User-centered Design for the Web. New York: AIGA New Riders.
Ince. D. (2002). Developing Distributed and E-commerce Applications. London: Addison-Wesley
Rockwell. B. (1998). Internet World – Using the Web to Compete in a Global Marketplace. New York: John Wiley & Sons.
Barnes. S, Hunt. B. (2001). E-commerce & V-Commerce -Business Models for Global Success. Oxford: Butterworth Heinemann
Navarro. A, Khan. T. (1996). Effective Web Design. San Francisco: Sybex.
Worthington, I, (2003). The Business Environment. London: Financial Times/Prentice Hall.
Chaffey. D. (2002). E-Business and E-Commerce Management. London: Financial Times/Prentice Hall
Bevan. N. (1999). Usability Issues in Web Site Design. London.
Web Sites:
(2005). Woolworths. [online]. Available at: [Accessed 23/11/05].
(2002). Web Site Design. [online]. Available at: . [Accessed on 03/12/05].
(2005). Marketing Solutions by Market Reach inc. [online]. Available at . [Accessed on 06/12/05].
(2005) The Detail on E-tail. [online]. Available at . [Accessed on 06/12/05].
(1999). User-Centered design. [online]. Availble at . [Accessed on 07/12/05].
(2005). Technology and You. [online]. Available at [Accessed on 02/12/05].
(2005). Fredhopper. [online]. Available at . [Accessed on 03/12/05].
Bibliography:
Ackroyd. N, Lorimer. R. (1990). Global Navigation. London: Lloyds of London Press.
Clifton. P, Nguyen. H. (1992). Market Reserch using forcasting in business. Oxford: Butterworth.
Sterne. J, Priore. A. (2000). Email Marketing – Using email to reach your Target Audienceand Build Customer Relationships. New York: John Wiley & Sons.
Appendices
Appendix A
Different channels Woolworths provide for customers
Figure 1 – Different Approaches for Customers
Appendix B
Figure 2 – diagram of Reach & Richness
Appendix C
In-store ordering and online shopping
Interview with Sue Stewardson – Manager of Woolworths Newark
- How do you advertise in-store ordering and online shopping?
- Adverts on T.V
- Web Site
- Banners
- Posters – in-store
- Colleagues
- How long have been undertaking online shopping and in-store ordering?
- Website has been up and running since 1996
- In-store Ordering is very recent, about six months now.
- How popular is in-store ordering?
- We get about 25 orders in-store a week – but its getting more popular now.
- Do you have online promotions? How popular are they?
- We have 3 for 2 offers,
- £5 gift vouchers if they spend over £50
- 25% discount on some products
- Sales increase when we offer promotions
- What are your main objectives or outcomes of in-store ordering or online shopping?
-
Give customers a variety, more options to choose how to pay
- Supply a new route to the market
- Increase market share
- Increase sales
In-store ordering counts for 2% of our sales
_____________________________________________________________________
Sadika Begum