#1: Audit of Missguided.co.uk

Chosen Company

The company I will be researching is Missguided, an online women’s fashion retailer.

Competitors

Two of Missguided’s main competitors are Topshop and ASOS (Owler, 2018).

Competitor Benchmarking

Figure 1 makes apparent the scale of Missguided‘s revenue against that of its competitors. ASOS would be considered its greatest rival with a sales revenue of $2.5B to date.

Market Segmentation  

Missguided’s market segment reflects that of ‘High Street’ and/or ‘Economy’ (Figure 2).

 

Target Market      

Missguided’s target market would be considered 18-24 year old females, who are looking for up to datefast fashion at affordable price points (Wood, Z, 2018 and Aldridge, 2018).

 

Missguided’s Customer Touch Points 

Before: TV Adverts, Magazines, Billboards, Online Ads, Social Media, Word Of Mouth

During: E-commerce (Website), FAQ, Help, Customer Service

After: Social Media, Reviews, Billing, Email, Customer Service, Newsletters

(Wots The Big Idea, 2018).

 

 

Buyer Personas #1:  Alyssa

   

 

Customer Journey #1:  Product Purchase

Missguided’s homepage follows an ‘Inverted Pyramid Pattern’. The top of the page displays the greatest quantity of information, “with an expectation for the longest gaze duration” (Hernandez and Resnick, 2013).

Using the navigation bar, Alyssa has hovered over ‘Tops’ and selected ‘Going Out Tops’ from the associated drop down menu (Figure 3.5).

 

 

Figure 3.6 displays Missguided’s ‘Going Out Tops‘. The filters that can be applied to the search are located to the left of the search results.

Alyssa has scrolled down the page and selected ‘Size 10’ in order to refine her search results.

 

Figure 3.7 displays Alyssa’s product choice. She has selected ‘Size 10’ and ‘Add To Bag’.

 

Figure 3.8 shows the ‘pop up’ box that appears when ‘Add To Bag’ is selected. Alyssa has then selected ‘View Bag/Pay Securely’.

 

Figure 3.9 is Missguided’s ‘checkout‘ page.

Alyssa can apply a student discount code at this point.

After ensuring the shopping bag is correct, Alyssa can enter her email, click ‘Continue’ and provide her shipping and payment details to complete the process.

 

Customer Journey Analysis #1

What worked well:

  • The site design is user friendly.
  • Items are displayed in a grid format.
  • The navigation bar is easy to use.
  • The search filters allow for refined results.
  • The checkout process was clear, last minute changes could be made if necessary.
  • Delivery instructions informal and friendly.
  • Useful checkout ‘timeline’ to display the steps involved in purchase process.

Critiques: 

  • To improve the search by ‘size’ filter touch point, a web chat could be initiated to engage with the customer. This web chat could ask if assistance with sizing is needed (Solutions, 2018).
  • To add the top to the ‘Shopping Bag’, the size needed to be stated again, despite already being entered via the search filter. Forbes.com (2018) emphasises the importance of only asking a customer once for their information.
  • The ‘Going Out Top’ was added to the basket for means of demonstration and no checkout was made. Missguided could implement ‘Exit Intent’ pop-ups offering discount codes on abandoned baskets to generate sales (Ding et al, 2015).

 

 

Buyer Personas #2:  Darcy

  

 

 

Customer Journey #2: Order Tracking

Darcy has scrolled down Missguided’s homepage to display the footer. She has then selected ‘Where’s My Order?’ to start the tracking process.

 

To complete the tracking process, Darcy needs to enter her Order Number, Post Code and click ‘Go’ (Figure 4.6).

 

Customer Journey Analysis #2

What worked well: 

  • Layout of site is simple.
  • Footer is clearly labelled.
  • Use of colouring and font is aesthetically pleasing.
  • Footer features links to social media platforms.
  • Track My Order‘ page is user friendly, includes box graphic.
  • Text adopts a friendly/informal approach.
  • Details needed to track order are clearly displayed and labelled.

Critiques: N/A

 

Word Count: 598

Created By: Rochelle Garcia-Rodriguez ~ Bsc (Hons) International Business student.

 

References   

Aldridge, S. (2018). Missguided Analysis. [online] Sophieaaldridge.blogspot.com. Available at: http://sophieaaldridge.blogspot.com/ [Accessed 29 Nov. 2018].

ASOS. (2018). About Us | ASOS. [online] Available at: https://www.asos.com/about/who-we-are/?ctaref=aboutus|whoweare [Accessed 29 Nov. 2018].

Ding, A., Li, S. and Chatterjee, P. (2015). Learning User Real-Time Intent for Optimal Dynamic Web Page Transformation. Information Systems Research, 26(2), pp.339-359.

Erika Hanson. (2017). Fashion Market Levels. [online] Available at: https://itserikalouiseannehanson.wordpress.com/2017/11/26/fashion-market-levels/ [Accessed 29 Nov. 2018].

Forbes.com. (2018). 12 Ways To Improve A Customer’s User Experience. [online] Available at: https://www.forbes.com/sites/forbestechcouncil/2018/07/24/12-ways-to-improve-a-customers-user-experience/#5245ddf71fc7 [Accessed 5 Dec. 2018].

Hernandez, A. and Resnick, M. L. (2013) ‘Placement of Call to Action Buttons for Higher Website Conversion and Acquisition: An Eye Tracking Study’, Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 57(1), pp. 1042–1046. doi: 10.1177/1541931213571232.

Missguided.co.uk. (2018). Women’s Clothes | Fashion Shopping Online – Missguided. [online] Available at: https://www.missguided.co.uk/ [Accessed 2 Dec. 2018].

Owler. (2018). Missguided Competitors, Revenue and Employees – Owler Company Profile. [online] Available at: https://www.owler.com/company/missguidedau#competitors [Accessed 29 Nov. 2018].

Solutions, A. (2018). Customer Touch Points: 4 Simple Steps for Improving Experiences. [online] Astute Solutions. Available at: https://www.astutesolutions.com/blog/articles/customer-touch-points-4-simple-steps-for-improving-experiences [Accessed 5 Dec. 2018].

Topshop.com. (2018). Topshop – Women’s Clothing | Women’s Fashion & Trends. [online] Available at: http://www.topshop.com/?geoip=home [Accessed 29 Nov. 2018].

Wood, Z. (2018). Young, quick and very hip: Missguided and PrettyLittleThing hit the big time. [online] the Guardian. Available at: https://www.theguardian.com/business/2016/dec/17/missguided-pretty-little-thing-hit-big-time-fast-fashion-generation-z [Accessed 29 Nov. 2018].

Wots The Big Idea. (2018). How to identify customer touchpoints | Wots the Big Idea blog. [online] Available at: https://wotsthebigidea.com/identify-customer-touchpoints/ [Accessed 2 Dec. 2018].

 

Bibliography

Digital Marketing Institute. (2018). The Beginner’s Guide to Defining Buyer Personas. [online] Available at: https://digitalmarketinginstitute.com/en-gb/blog/2017-4-27-the-beginners-guide-to-defining-buyer-personas [Accessed 30 Nov. 2018].

Investopedia. (2018). Target Market. [online] Investopedia. Available at: https://www.investopedia.com/terms/t/target-market.asp [Accessed 29 Nov. 2018].

SurveyMonkey. (2017). Identifying Your Customer Touchpoints | SurveyMonkey. [online] Available at: https://www.surveymonkey.com/mp/identify-customer-touchpoints/ [Accessed 2 Dec. 2018].

SurveyMonkey. (2018). The best way to map the customer journey: take a walk in their shoes | SurveyMonkey. [online] Available at: https://www.surveymonkey.com/curiosity/map-customer-journey-keep-customers-happy/ [Accessed 2 Dec. 2018].

tutor2u. (2018). Market Segmentation | tutor2u Business. [online] Available at: https://www.tutor2u.net/business/reference/market-segmentation [Accessed 29 Nov. 2018].

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