IT382 Blog post 1- Audit of a company website

By Zainab Sheikh

Group seminar 2

Word count- 700

Boohoo.com

Boohoo.com is a UK based online fashion retailer. Its main headquarters are in Manchester. This website is where consumers can buy clothing and accessories online.

 

Boohoo.com’s two main competitive rivals are ASOS and Topshop.

ASOS- is also an online fashion retail website that sells similar products as Boohoo.com do. They target many audiences including having much diversity in their range of clothing e.g. clothes for the LGBT, body positive etc. as well as targeting young adults and teenagers. The company is also one of the top 5 along with H&M according to Micar (2014)

H&M- is a fashion retail store that sells online and in stores. They also have around 4,500 retail stores globally in 62 countries. Their target audience is for women, men, and children. According to this website H&M one of the top 5 best online retail stores according to Micar (2014)

Customer segmentation

Geographically- Boohoo.com is accessible globally online and available in countries such as US, UK, Europe, Australia.

Demographically- Boohoo’s target market is predominately teenagers and young adults both male and female in the age group of 16- 30-year olds as they sell modern fashion, accessories, and shoes.

Behaviour – Customers on this website will first browse around to see what new to the collections they provide or if there are any sales that are happening on the website. Once they find what item to get they click on the product which comes up with options of size, colour, and more images of the product e.g. a sweater. They then proceed and complete their order.

Psychologically- Customers want to browse and buy outfits to keep up with the latest trends or shop casually, if there are any sales or promotions, and they may also want to buy a gift for a friend.

Webographics- – Consumers usually use a search engine and type in keywords to find the website e.g. Boohoo or Boohoo.com. Once they enter their keyword the website is shown as the first link they find which is the main website also has subsidiary links underneath (see screenshot below). This gets customers to go straight to the section they want to look at on the website.

Customer Personas

Persona 1 –Gemma:

• A university student.
• Currently in her final year
• She lives with her mother, father, and brother.

Demographics –

• Female, 21 years old and lives in London.
• Part-time job.
• Earns the minimum wage.

Identifiers-

• Tends to stress but is generally calm.
• Main communication preference is email, social media.

Goals-

• To graduate university with a 1^st 
• To study a masters degree.

The challenges she may face-

• Submitting her assignments by the deadline.
• Ensuring her health can cope with the amount of work she is given.

What can be done to help-?

• An organised plan to focus on the assignments that have an earlier deadline.

Challenging quotes–

• “I have only written x amount of words not sure if it will be enough for my essay”
• “I still have a lot more work to do but I haven’t been feeling too well.”

Common objections-

• If she is well enough to submit her assignments by the deadline.
• If the assignments will be up to high standards.

Marketing message-  Time planner

Elevator pitch-  Plan on what assignments can be done first and later on.

Persona 2 – El

• Works as an HR assistant. Working there for 3 years.
• Wants to work her way up to head of Human resources.
• Lives in Essex with her husband.

Demographics –

• Female
• 26 years old
• Annual income of £28,000.
• Calm and collective
• Main preference of communications is email, calls, text messages.

Goals –

• To ensure employees at the company are motivated to work.
• To make everyone in the workplace get along in a team.

Challenge-

• Employees may procrastinate at their tasks.
• Team members may start arguing.

What can we do-

• Motivational team meetings to help encourage employees.
• Make everyone in the team come to a mutual understanding.

Quotes-

• “Employees do not seem enthusiastic to work”
• “Two team members are constantly arguing”

Common objections-

• Other team members will do not enough work.
• Employees may still constantly disagree.

Marketing message-  Team consolation

Elevator pitch-

• Discuss ways for everyone in the team to come to an agreement.
• Also, suggest ways that may increase their motivation.

Two Customer Journeys

Gemma’s Journey

El’s Journey

 

 

References

Boohoo (2018), ‘Boohoo.com,’ (online) https://www.boohoo.com/ [Accessed on the 4th December 2018]

Micar (2014), ‘ The UK’s Top Ten Affordable Online Retailers,’ (online) www.micarsoftware.co.uk/uk-online-fashion-retailers/[Acessed on the 5th December 2018]