1. Overview of the Retailers (1 web page)
a. Retailer A (Change this subsection title with a retailer’s name. Apply this to all sections beneath.)
[Provide an overview of Retailer A in the following areas: industry type (e.g., grocery business, department stores, apparel business, consumer electronics business), retailer type (Ch. 2), key merchandise categories, the website address.]
(Present the next info for Retailer A: location of the headquarters, names of CEO, CMO, and Chief Merchandising Officer, and annual gross sales in 2018, 2019, and 2020.)
b. Retailer B (Change this subsection title with the opposite retailer’s name. Apply this to all sections beneath.)
[Provide an overview of Retailer B in the following areas: industry type (e.g., grocery business, department stores, apparel business, consumer electronics business), retailer type (Ch. 2), key merchandise categories, the website address.]
(Present the next info for Retailer B: location of the headquarters, names of CEO, CMO, and Chief Merchandising Officer, and annual gross sales in 2018, 2019, and 2020.)
2. Comparability of Key Goal Client Segments (1 web page)
a. Retailer A
1) Demographic segmentation variables
(Determine Retailer A’s goal shopper segments when it comes to age, gender, earnings, and/or training.)
2) Psychographic segmentation variables
(Determine Retailer A’s goal shopper segments when it comes to social class, way of life, and/or character.)
three) Behavioral segmentation variables
(Determine Retailer A’s goal shopper segments when it comes to go to events, go to charge, advantages sought, and/or loyalty standing.)
(Tip: Take note of folks featured, graphics, dominant colours, font dimension and sort, emphasised options, and layouts of the touchdown pages.)
b. Retailer B
1) Demographic segmentation variables
(Determine Retailer B’s goal shopper segments when it comes to age, gender, earnings, and/or training.)
2) Psychographic segmentation variables
(Determine Retailer B’s goal shopper segments when it comes to social class, way of life, and/or character.)
three) Behavioral segmentation variables
(Determine Retailer B’s goal shopper segments when it comes to go to events, go to charge, advantages sought,
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and/or loyalty standing.)
(Tip: Take note of folks featured, graphics, dominant colours, font dimension and sort, emphasised options, and layouts of the touchdown pages.)
(Tip: Retailer B’s goal segments might be just like these for Retailer A. However the two retailers’ goal segments can’t be precisely the identical.)
c. Variations
[Describe at least two (2) meaningful differences between the target consumer segments of Retailer A and Retailer B. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
three. Comparability of Ease of Navigation (three – four pages)
(Part three Tip: In this part, don’t point out promotions, pricing, or product shows. Strictly give attention to navigation and consumer expertise points.)
a. Pc Expertise
1) Retailer A
(Go to Retailer A’s web site utilizing a laptop computer or desktop laptop and describe your expertise on the web site. This needs to be a paragraph with 10 strains or extra.)
(Tip: Take note of web site construction and format, use of graphic, use of shade, font dimension, areas and dimension of tabs and hyperlinks.)
2) Retailer B
(Go to Retailer B’s web site utilizing a laptop computer or desktop laptop and describe your expertise on the web site. This needs to be a paragraph with 10 strains or extra.)
(Tip: Take note of web site construction and format, use of graphic, use of shade, font dimension, areas and dimension of tabs and hyperlinks.)
three) Variations
[Describe at least two (2) meaningful differences between the websites of Retailer A and Retailer B based on your experiences. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
b. Smartphone Expertise
1) Retailer A
(Go to Retailer A’s web site utilizing your smartphone and describe how your expertise with your smartphone is completely different from that with a laptop. This needs to be a paragraph with 5 strains or extra.)
[Mention which brand of smartphone (e.g., iPhone 12 Pro, Samsung Galaxy S20 Ultra) and which web browser you used.]
(Tip: Smartphone expertise can’t be just like laptop expertise, as a result of small display dimension of a smartphone.)
2) Retailer B
(Go to Retailer B’s web site utilizing your smartphone and describe how your expertise with your smartphone is completely different from that with a laptop. This needs to be a paragraph with 5 strains or extra.)
(Tip: Smartphone expertise can’t be just like laptop expertise, as a result of small display dimension of a smartphone.)
c. App Expertise
1) Retailer A
(Obtain Retailer A’ smartphone app onto your smartphone, create an account on the app, and take a look at it
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for a whereas. Then, describe your expertise on the smartphone app. This needs to be a paragraph with 10 strains or extra.)
[Tip: Pay attention to sign-up process (if applicable), app structure and layout, menu options and features available, use of graphic, use of color, font size, locations and size of tabs, and ease of scrolling.]
2) Retailer B
(Obtain Retailer B’ smartphone app onto your smartphone, create an account on the app, and take a look at it for a whereas. Then, describe your expertise on the smartphone app. This needs to be a paragraph with 10 strains or extra.)
[Tip: Pay attention to sign-up process (if applicable), app structure and layout, menu options and features available, use of graphic, use of color, font size, locations and size of tabs, and ease of scrolling.]
three) Variations
[Describe at least two (2) meaningful differences between Retailer A’s app and Retailer B’s app based on your experiences. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
four. Comparability of Merchandise (2 pages)
[Section 4 Tip: This section should be based on your observations and analysis of the retailers’ websites (not their smartphone apps) accessed with a computer (not with your smartphone).]
(Part four Tip: Selection and assortment are lined on p. 33 of the textbook.)
a. Retailer A
1) Selection
(Listing all main product classes out there on Retailer A’s web site. Then, consider how effectively this stage of selection serves Retailer A’s goal customers recognized in Part 2.)
2) Nationwide and private-label manufacturers
(Listing main nationwide manufacturers supplied on Retailer A’s web site and consider how effectively these nationwide manufacturers serve Retailer A’s goal customers recognized in Part 2.)
(If private-label manufacturers are supplied on Retailer A’s web site, listing them and point out which nationwide model(s) they compete with. If private-label manufacturers usually are not supplied, counsel by which classes Retailer A ought to provide its private-label manufacturers and why.)
three) Assortment
[Choose a specific product category (e.g., women’s jeans) and then a national brand in that category. Then, estimate the assortment level (i.e., the number of SKUs) of the national brand in the category. Describe what assortment factors (e.g., price level, fabric type, color) you used for your calculation.]
(Tip: An instance is illustrated on p. 288 of the textbook.)
b. Retailer B
1) Selection
(Listing all main product classes out there on Retailer B’s web site. Then, consider how effectively this stage of selection serves Retailer B’s goal customers recognized in Part 2.)
2) Nationwide and private-label manufacturers
(Listing main nationwide manufacturers supplied on Retailer B’s web site and consider how effectively these nationwide manufacturers serve Retailer B’s goal customers recognized in Part 2.)
(If private-label manufacturers are supplied on Retailer B’s web site, listing them and point out which nationwide model(s) they compete with. If private-label manufacturers usually are not supplied, counsel by which classes Retailer A ought to provide its private-label manufacturers and why.)
three) Assortment
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[Choose a specific product category (e.g., women’s jeans) and then a national brand in that category. Then, estimate the assortment level (i.e., the number of SKUs) of the national brand in the category. Describe what assortment factors (e.g., price level, fabric type, color) you used for your calculation.]
(Tip: If attainable, select the identical product class and the identical nationwide model you selected for Retailer A and examine the numbers of SKUs between Retailer A and B.)
c. Variations
[Describe at least two (2) meaningful differences between Retailer A’s merchandise management and Retailer B’s merchandise management. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
5. Comparability of Product Presentation (2 – three pages)
(Part 5 Tip: This part needs to be based mostly on total statement and Assessment of many merchandise in a number of product classes for every retailer. Don’t give attention to just one product per retailer for this part.)
(Part 5 Tip: Don’t describe how departments, classes, and subcategories are organized on a web site in this part. That is a web site construction concern and needs to be lined in a. Pc Expertise below Part three.)
a. Product Presentation on Web sites
1) Retailer A
[Describe presentation of product information in terms of (1) types and amounts of specific product information, (2) usage of font size and color, and (3) overall layout of the product information. This should be a paragraph with 5 lines or more.]
[Describe presentation of photos and videos in the following areas: (1) types of photos (e.g., product alone, with a model, front, side, back), (2) number of photos available, (3) sizes of photos, (4) color quality and resolution of photos, (5) availability of videos and average length, and (6) Assessment of the effectiveness of photos and videos. This should be a paragraph with 5 lines or more.]
[Describe presentation of product reviews in the following areas: (1) types of product reviews available (e.g., stars, average rating, verbal reviews), (2) average number of verbal reviews available per product, (3) average length of verbal reviews, and (4) helpfulness of product reviews on the website. This should be a paragraph with 5 lines or more.]
[Tip: This should be based on Retailer A’s website accessed with a computer (not with your smartphone).]
2) Retailer B
[Describe presentation of product information in terms of (1) types and amounts of specific product information, (2) usage of font size and color, and (3) overall layout of the product information. This should be a paragraph with 5 lines or more.]
[Describe presentation of photos and videos in the following areas: (1) types of photos (e.g., product alone, with a model, front, side, back), (2) number of photos available, (3) sizes of photos, (4) color quality and resolution of photos, (5) availability of videos and average length, and (6) Assessment of the effectiveness of photos and videos. This should be a paragraph with 5 lines or more.]
[Describe presentation of product reviews in the following areas: (1) types of product reviews available (e.g., stars, average rating, verbal reviews), (2) average number of verbal reviews available per product, (3) average length of verbal reviews, and (4) helpfulness of product reviews on the website. This should be a paragraph with 5 lines or more.]
[Tip: This should be based on Retailer B’s website accessed with a computer (not with your smartphone).]
three) Variations
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[Describe at least two (2) meaningful differences between Retailer A’s product presentation and Retailer B’s product presentation on their websites. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
b. Product Presentation on Smartphone Apps
1) Retailer A
(Describe how Retailer A’s product presentation on its app is completely different from that on its web site. This needs to be a paragraph with 5 strains or extra.)
2) Retailer B
(Describe how Retailer B’s product presentation on its app is completely different from that on its web site. This needs to be a paragraph with 5 strains or extra.)
(Tip: as a result of smaller display dimension, product presentation on an app can’t and shouldn’t be the identical as that on a web site.)
6. Comparability of Loyalty Packages (2 pages)
a. Retailer A
[Describe Retailer A’s loyalty program in the following areas: (1) name of the program, (2) eligible types of customers, (3) whether or not the loyalty program requires a credit card, (4) membership tiers, (5) types and amounts of rewards (or benefits), (6) detailed redemption process with specific point amounts included, (7) how the loyalty program is integrated into the retailer’s smartphone app, and (8) your Assessment of its effectiveness. This should be a paragraph with 10 lines or more.]
b. Retailer B
[Describe Retailer B’s loyalty program in the following areas: (1) name of the program, (2) eligible types of customers, (3) whether or not the loyalty program requires a credit card, (4) membership tiers, (5) types and amounts of rewards (or benefits), (6) detailed redemption process with specific point amounts included, (7) how the loyalty program is integrated into the retailer’s smartphone app, and (8) your Assessment of its effectiveness. This should be a paragraph with 10 lines or more.]
c. Variations
[Describe at least two (2) meaningful differences between Retailer A’s loyalty program and Retailer B’s loyalty program. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
7. Comparability of Pricing (1 – 2 pages)
[Section 7 Tip: This section should be based on your observations and analysis of the retailers’ websites (not their smartphone apps) accessed with a computer (not with your smartphone).]
a. Retailer A
[Describe Retailer A’s overall pricing strategy and three (3) pricing techniques used on its website. In this subsection, you must apply both pricing strategies and pricing techniques covered in Ch. 13 of the textbook. Also, you must include specific prices, discount amounts, or pricing context from the website as an example for each pricing technique you describe. This should be a paragraph with 10 lines or more.]
b. Retailer B
[Describe Retailer B’s overall pricing strategy and three (3) pricing techniques used on its website. In this subsection, you must apply both pricing strategies and pricing techniques covered in Ch. 13 of the textbook. Also, you must include specific prices, discount amounts, or pricing context from the website as an example for each pricing technique you describe. This should be a paragraph with 10 lines or
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more.]
c. Variations
[Describe at least two (2) meaningful differences between Retailer A’s pricing and Retailer B’s pricing. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
eight. Comparability of Checkout Course of (1 – 2 pages)
[Section 8 Tip: This section should be based on your observations and analysis of the retailers’ websites (not their smartphone apps) accessed with a computer (not with your smartphone).]
[Section 8 Tip: Choose the same or similar products on both websites and go through checkout process until the last step (i.e., hitting the “BUY” button).]
a. Retailer A
[Describe Retailer A’s checkout process in the following areas: (1) list of checkout steps (from shopping cart to “Buy” button), (2) types of personal information asked, (3) payment options available, (4) delivery/pickup options available, (5) shipping and handling charges, and (6) any additional products or services suggested during the checkout process. This should be a paragraph with 10 lines or more.]
b. Retailer B
[Describe Retailer B’s checkout process in the following areas: (1) list of checkout steps (from shopping cart to “Buy” button), (2) types of personal information asked, (3) payment options available, (4) delivery/pickup options available, (5) shipping and handling charges, and (6) any additional products or services suggested during the checkout process. This should be a paragraph with 10 lines or more.]
c. Variations
[Describe at least two (2) meaningful differences between Retailer A’s checkout process and Retailer B’s checkout process. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
9. Comparability of Buyer Service (1 – 2 pages)
[Section 9 Tip: This section should be based on your observations and analysis of the retailers’ websites (not their smartphone apps) accessed with a computer (not with your smartphone).]
a. Retailer A
[Describe Retailer A’s customer service on its website in the following areas: (1) where to find customer service information on the website, (2) types and amounts of customer service information available on the website, (3) ways to contact the retailer for customer service (including social media), and (4) detailed return policy. This should be a paragraph with 10 lines or more.]
b. Retailer B
[Describe Retailer B’s customer service on its website in the following areas: (1) where to find customer service information on the website, (2) types and amounts of customer service information available on the website, (3) ways to contact the retailer for customer service (including social media), and (4) detailed return policy. This should be a paragraph with 10 lines or more.]
c. Variations
[Describe at least two (2) meaningful differences between Retailer A’s customer service and Retailer B’s customer service. Provide your reasons for each difference. This should be a paragraph with 5 lines or more.]
10. Suggestions for the Retailers (1 – 2 pages)
(Part 10 Tip: All subheadings have to be used.)
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(Part 10 Tip: Suggestions have to be based mostly on the earlier sections of your report. Don’t embody suggestions out there on the Web.)
(Part 10 Tip: You can not present the identical suggestions for each retailers. Your suggestions needs to be completely different between Retailer A and Retailer B.)
a. Retailer A
1) Suggestion 1
(Describe your first suggestion for enhancing Retailer A’s digital operation with particular causes talked about within the earlier sections. Present your ideas concerning what Retailer A ought to do particularly to implement the primary suggestion. This needs to be a paragraph with 5 strains or extra.)
2) Suggestion 2
(Describe your second suggestion for enhancing Retailer A’s digital operation with particular causes talked about within the earlier sections. Present your ideas concerning what Retailer A ought to do particularly to implement the second suggestion. This needs to be a paragraph with 5 strains or extra.)
three) Suggestion three
(Describe your third suggestion for enhancing Retailer A’s digital operation with particular causes talked about within the earlier sections. Present your ideas concerning what Retailer A ought to do particularly to implement the third suggestion. This needs to be a paragraph with 5 strains or extra.)
b. Retailer B
1) Suggestion 1
(Describe your first suggestion for enhancing Retailer B’s digital operation with particular causes talked about within the earlier sections. Present your ideas concerning what Retailer B ought to do particularly to implement the primary suggestion. This needs to be a paragraph with 5 strains or extra.)
2) Suggestion 2
(Describe your second suggestion for enhancing Retailer B’s digital operation with particular causes talked about within the earlier sections. Present your ideas concerning what Retailer B ought to do particularly to implement the second suggestion. This needs to be a paragraph with 5 strains or extra.)
three) Suggestion three
(Describe your third suggestion for enhancing Retailer B’s digital operation with particular causes talked about within the earlier sections. Present your ideas concerning what Retailer B ought to do particularly to implement the third suggestion. This needs to be a paragraph with 5 strains or extra.)
11. Epilogue (1 web page)
(Describe three issues that you simply realized from this task.)Guideline for On-line Retailing Comparability
