In March 2015 online sales in the UK accounted for £52.25Billion with a growth of 16.2% on the previous year, and this year there has been a growth o 14.9% with online sales reaching £60.04 Billion (Retailresearch.org, 2016). Further more Business Reporter (2015) claim that 71% of shoppers did over half of their Christmas shopping online in 2014 an increase of 45% on 2013. This figure demonstrate how having a website is now a complete necessity for retailers and not just what was once seen as a slight advantage. This blog aims to give an insight on why shoppers behaviour is changing, whilst also suggesting factors that need to be implemented when designing a website, to make it stand out and draw in those customers!

So why are shoppers preferring to shop online?

Forbes.com (2016) state that a study by Simon-Kutcher & Partners with over 1000 respondents to identify why customers are changing to online shopping, found the main reasons to be:

• That there is generally a larger selection online.
• Time – it being much quicker than shopping on the high street to find what you want.
• Free shipping.
• Lower prices can be found – Surprisingly this was not the top reason for shopping go online.

 

Creating or developing a website for retail is not always easy and if done incorrectly can actually result in a decrease in sales, as Marks & Spencer’s and the Boo.com found out when redeveloping their websites (Retail Week, 2014). Both failed connect with their target audience by making their websites too complicated to use, for example when M&S changed the ‘your basket’ icon to ‘your bag’, even a miniscule change like this confused its customers (Retail Week, 2014).

 

So, what needs to be done to stand out from the crowd?

1. Keep a simple layout that easy to use.

To stop what happened to M&S happening to your website, keep a simple and easy to navigate platform. Its vital that shoppers don’t struggle to use the website because there is a chance that they will get fed up and give up, potentially throwing away any brand loyalty that the customer once had. Many retailers have stuck to this layout, some being, Boots, Tesco, and Superdrug. As seen in the images below, all three of these websites have the exact same layout. A function bar and search box at the top of the page to create easy navigation, and large images of promotions which dominate the centre of the page to draw customers attention.

 

 

2. Exclusive deals on the website

It is important to create a reason for customers to look on your website, therefore having deals that are exclusive to the website is considered an important factor. This will keep customers engaged and help influence customer retention. Boots is a good example, they have a section on their website showing online exclusive offers.

3. Keeping content on website relevant.

It is vital that a website is constantly updated and not neglected. Any upcoming events or the change in seasons need to be confronted with content on the website that relates. For example, by the end of September the home page and background of the website will need to be changed to prepare for the Christmas period. So, Christmas products will need to dominate the homepage, with link to related products. By doing this, the website will keep customers engaged as it is likely that they are looking for that range of products. If a website was not to keep up events/season changes, then it is possible that their sales will decline through that period, as they cannot find what it is they are looking for. For example if Boots were not to change their website in February and March to a home page of perfume offers ready for Mothers day, there is a high possibility that customers will look elsewhere because they cant find any related deals.

 

4. Promote other digital marketing initiatives.

As already discussed, people are moving online and becoming more web based. So, freely promote your other means of contact with customers on the website, after all, the more presence the business shows in the customers life, the more likely they are to choose to shop there. Put a icon and link to your other means of contact, not forgetting to include an email sign up bar. Example are shown below.

 

Schuh’s website with links to their other digital based pages and email sign up.

 

As with anything, there are potential drawbacks.

1. Cost of creating and running a website.

An initial website can cost thousands of pounds especially if an impressive one is wanted. The cost doesn’t stop their either, a dedicated team will be needed to maintain the website around the clock to make necessary changes and fix any problems that can arise. These two costs combined come to quite a hefty figure that could put you off of making one. Although this cost could be worth it if it increases sales by a considerable amount.

 

2. Negative publicity.

Even though a large some of money may have been used to ensure the security of the website, there is always a chance that the website could still be hacked. If this happens, its inevitable that the company will receive some bad publicity. Ebay’s website, which is considered to have excellent security was hacked in 2014, in which all customers confidential details were exposed, such as their emails, passwords, and other data (BBC News, 2016).

 

Overall, despite there being possible negative in creating a website, one is needed in order to keep a business competing in todays competitive retail market and without one, there is a chance that the competition will steal customers.

 

Below are some links of examples of excellent websites that really stand out:

http://www.very.co.uk/

http://www.boots.com/

http://www.tesco.com/

http://www.debenhams.com/

 

Below are links of useful ideas to keep in mind when making a website:

http://webdesign.about.com/od/webdesignbasics/tp/aa112497.htm

http://www.wix.com/blog/2014/03/5-web-design-tips-for-a-professional-site/

 

Below are links informing you of possible negatives that can arise:

http://blog.thecompanywarehouse.co.uk/2010/10/06/advantages-and-disadvantages-of-websites-for-business/

http://smallbusiness.chron.com/disadvantages-businesses-web-4040.html

Bibliography

Adviser Store. (2016). 10 tips to make your website stand out – Adviser Store. [online] Available at: https://www.adviser-store.com/2016/03/10-tips-to-make-your-website-stand-out/ [Accessed 25 Apr. 2016].

 

BBC News. (2016). eBay faces backlash on hack delays – BBC News. [online] Available at: http://www.bbc.co.uk/news/technology-27517907 [Accessed 25 Apr. 2016].

 

Business Reporter. (2015). Shoppers ‘prefer online to high street’ – Business Reporter. [online] Available at: http://business-reporter.co.uk/2015/03/19/shoppers-prefer-online-to-high-street/ [Accessed 25 Apr. 2016].

 

Forbes.com. (2016). Forbes Welcome. [online] Available at: http://www.forbes.com/sites/barbarathau/2013/10/08/why-consumers-really-shop-online/#15487a944ab5 [Accessed 25 Apr. 2016].

 

Retailresearch.org. (2016). Online Retailing Research – Centre for Retail Research, Nottingham UK. [online] Available at: http://www.retailresearch.org/onlineretailing.php [Accessed 25 Apr. 2016].

 

Retail Week. (2014). Analysis: Why did M&S’s new website fail to click into place?. [online] Available at: http://www.retail-week.com/technology/multichannel/analysis-why-did-mss-new-website-fail-to-click-into-place/5062287.fullarticle [Accessed 25 Apr. 2016].