Size.co.uk Overview
‘Size.co.uk’ is an online fashion retail site that compliments size’s high street stores.
The role of the website is to allow customers to view size’s products from the comfort of their home on a desktop computer/ laptop or whilst active on their phone.
From viewing their website, Size’s target market appears to be young fashion conscious individuals, as they advertise their most recent and exclusive trainers straight away on their home page. Also, there are categories for both men and women and the people modeling the clothes are all young and are clearly from different ethnicity groups
Size’s Competition
Size’s competitors include JD Sports (JDSports, 2018) and Soletrader(Soletrader.co.uk, 2018). At their core, JD Sports and Soletrader are both different as they target different market segments as clearly defined by their website and marketing image.
JD Sports targets multiple groups of consumers, on their website is links to men’s shoes, women’s shoes, and kids shoes. The models tend to be young trendy individuals, from mixed ethnicity groups. For JD Sports, Aubamayang, a striker for Arsenal football club, is modelling for them on the front page of their website.
Soletrader is more of a niche business and sells leather boots and shoes over trainers. On their website, they have a selection for both Men and Woman but don’t concentrate on kids shoes like JD. They also have a ‘vegan’ shoe selection which is more appealing in this day and age.
Critical analysis of Size.co.uk, JD Sports and Soletrader
Size.co.uk’s website immediately stands out as attractive and easy to navigate. The white and grey contrast of the header bar and the menus goes well with the black and white font color. There are many pictures that appear high quality on Size’s site and it loads very quickly which is great as they will be losing minimal customers.
As you scroll down the homepage, the page is split into quadrants each advertising a new and exclusive range of trainers which will be effective at getting people to view and buy their products. One of the quadrants is actually a short video highlighting a specific brand, which is an effective and engaging way of targeting your audience and makes the website look up to date.
JD Sports website hits you straight away with trainers from brands like Nike and Adidas. It has links for well known brands and a search bar for easy navigation. It has a link to download the app with an offering of a chance to win £500, clearly trying to get people to use the app more.
Soletrader goes for a completely different vibe than their competitors, with leather boots and shoes on their home page rather than trainers. The website design is largely the same, with links to boots and links.
Ultimately, all the websites do not different hugely, they all clearly show the trainers and shoes they have to offer on the front page, have links to men’s and women sections and promote individual brands.
Key Customer Personas
A customer persona is defined as “fictional profile typically informed by research that represents a particular target audience” and is a tool used to “understand online customer characteristics and behaviour” (Chaffey and Ellis-Chadwick, 2016).
Customer Persona 1
Customer Persona 2
Customer Journey Map
Customer Journey 1
Customer Journey 2
Recommendations
If I could make any recommendations for Size, it would be to bring more items into the sale for men, because there is plenty for Women and not so much for Men.
References
References
jdsports.co.uk. (2018). [online] Available at: https://www.jdsports.co.uk/
size.co.uk. (2018). [online] Available at: https://www.size.co.uk/
Soletrader.co.uk. (2018). Trainers, shoes, boots and sandals at Soletrader. [online] Available at: https://www.soletrader.co.uk/?gclid=Cj0KCQiA3b3gBRDAARIsAL6D-N_5l8k9oiJIrZsT98UDGXnWZdBkPfE0rJyuE-C58pPojUAq6SKQsMEaAlczEALw_wcB
