Research from Book Report:
A one end destination is usually understood as a store which offers a complete variety of complementary products. As an example, supermarkets are a single stop stores as they allow their customers to get everything from foodstuff and detergents to electricity tools and clothes. In the cosmetics sector, a one stop destination retail store would be one out of which the consumer can find anything for personal treatment, including cleansercosmetic, lipsticks, shaving products and etc. The http://www.ulta.co.uk / website is one which can be considered a single stop destination store and may as such offer benchmarking opportunities in the evaluation of the bobbiebrown. co. uk website. Since the bobbiebrown. co. uk website simply sells makeup products, skincare products, fragrances and tools and accessories, this cannot be deemed a one quit destination.
eight – Email-based newsletter – customers are presented with the capacity of leaving their email with the organization and receiving notifications of new goods, offers and so on. It is however not clear if the company issues a regular newsletter to get sent to client or whether it would only be sending jeu of notifications.
9 – Visibility through online discussion boards – the bobbiebrown. company. uk may be followed about Facebook. The manufacturer strength is medium since the company can be followed for the social networking websites, yet only about the same one.
installment payments on your 4. The merchandise
Bobbi Brownish manufactures and sells cosmetics products. The commencements of the product are described in the “About Bobbi” section, when the makeup artist argues just how she always found hard to identify the makeup products which will actually seemed good on her skin. Using this desire, a base brown lipstick line was developed. The products that followed had been diverse and all focused on the concept of creating goods which appeared good on the skin.
The bobbibrown. company. uk site categorizes their product onto five sets, as follows:
Makeup products
Skincare products
Tools and accessories
Aroma, and Finest sellers.
Every single category can be represented with a radio press button which features the user to a specific menu which offers various data on the wanted products. Aside the actual products, the website offers complementary services, such as the “Ask an Artist” option or “Customer Services. “
installment payments on your 5. The prospective Market and Social Networking
The web page of the cosmetics company would not offer information on the target companies are strives to attract. Yet, based on the products it includes, it is safe to assume that it targets women. Furthermore, based on the item on the website’s front site, it could be assumed that Bobbi Brown goals teenagers or perhaps women gonna clubs who also use solid dark shades to highlight all their features. In reality however , Bobbi Brown focuses on women of all age groups.
One particular means in which the business reaches the audience is communicating with them through additional online applications, such as email messages or social networks. A social networking is generically understood as being a virtual community in which members interact. Bobbi Brown can easily for now be followed within the Facebook online social network at http://www.facebook.com/BobbiBrownUK.
2 . 6. Other Findings
Aside the already mentioned studies of the brand, the style, the product or social networking, the bobbibrown. company. uk site reveals two other flaws. These flaws are smaller sized in importance so as to not comprise whole sections in the analysis, but still sufficiently noteworthy to not always be left asides. In this purchase of concepts, the most notable findings include the pursuing:
a) the bobbibrown. co. uk site and its articles do not expose the particular date on which we were holding created or last modified. This means that potential buyers are unaware if the products sold are still available at the same prices as on the website or in the event these prices have experienced modification. By a more faraway and wide standpoint yet , the lack of specific information reduces the believability to the user.
b) the web page does not present factual information on the company, such as the number of employees, annual income statement, company background so on. The lack of this type of info reduces the trust from the customer, nevertheless also minimizes the interest of potential shareholders.
4. Conclusions and Advice
The Bobbi Brown Makeup Company was born out of the founder’s desire to produce an improved type of the currently existent cosmetic makeup products products out there. Given the emergent requirements of the it era, the master of the makeup company located it very important to kick off its products and operations on the web.
An analysis of a website is a sophisticated endeavor in fact it is constructed upon several components, such as operation or models. Despite the great quantity of analysis models inside the specialized literature, fact remains to be that each website and each firm is unique, which means as such that each evaluation unit should be constructed on the particularities of the internet site and the firm. In the case of the bobbibrown. company. uk website, the analysis model was constructed upon five particularities: design, company, product, target audience and internet sites. Additionally , the possible lack of factual data was likewise addressed.
All of the following suggestions are made on the bases of the site flaws determined throughout the previous section.
four. 1 . Style Recommendations
Depending on the flaws identified over the previous section, two key recommendations are manufactured:
The usage of the whole page, together with the elimination of the white useless spaces, and secondly
The creation of a more appealing and natural, warm colored program
4. 2 . Brand Suggestions
The online viewers makes his/her first impression as he/she 1st enters the website. At this stage, it is crucial that they always be met with a very good brand which usually clearly convey its aspires. In other words, the Bobbi Dark brown brand could possibly be added a fresh vision, such as “home of the favorite makeup. ” The brand could also be improved with the addition on the website of several strategies of maintaining loyal customers. Being a general marketing rule, devoted customers are definitely more desirable than new customers as they generate cut costs, they generate revenues sustainability and they create more new customers through word of mouth marketing publicity (Woods, 2003). With all this status quo, a number of the measures to enhance customer commitment on the bobbiebrown. co. uk website could include:
Increasing the functionality in the “Ask an Artist” menu as this is one of the most personalized application on the website and can easily create customer commitment
Offering rewards and marketing sales to loyal consumers. This could be attained through the integration of an on the net system to keep track of the customer purchases and when these types of reach some level of commitment (such because 200 for instance), the respective buyer would get free goods or products at lower price prices.
A third respect in which the Bobbie Dark brown brand could be enforced identifies the introduction of center felt, authentic and genuine texts inside the website. It would, in this impression, be useful to integrate short descriptions of the product models and types or to express company goals, philosophies, obligations, ideas and so on. It would even be constructive to make a Bobbi Brownish newsletter and also to present it on the website. Finally, the last brand related advice is that of advertising the website and the company upon more websites.
4. several. Product Suggestions
The bobbibrown. co. uk website is in fact highly in a position to promote its products in a means that offers enough information along with attracts the prospective buyer. Yet, a specification must be made in the product giving of Bobbi Brown is limited to traditional products. Even now, in light from the recent sociable movements to eco and bio goods, it would be necessary for the British cosmetics company to develop its line of bio cosmetics.
Another means in which the product strategy could be increased is that of the creation of limited edition products and campaigns. This sort of products and campaigns reveal an increased ability of attracting consumers due to the impression of uniqueness – the product or line of products is limited, and so special. The capacity of the individual buyer to be the owner of a exceptional product makes him unique. Ergo, limited editions appeal to consumers (Waddell, 2006).
4. 4. Target audience and Online social network Recommendations
To that end, the recommendation is that of Bobbi Brown obviously establishing it is target market. This may be composed by various categories, but it is important that all categories be showed by specific products and services, ideal for the respective category.
In accordance with social networks, it is best for the cosmetics company to promote the website as well as products through other social websites besides Facebook, such as Twitter or Yahoo.
4. 5. Additional Recommendations
Finally, the last recommendation suggests that Bobbi Brown increases its transparency and offers more information on the publishers at the web page, the schedules the articles were crafted and customized, but also financial info, such as the total annual report or perhaps the income statements.
References:
Baker, R, 2009, 9 Methods to Communicate a Rock-Solid Identity, WebSite Marketing Prepare, http://www.websitemarketingplan.com/online/Branding.htm last accessed on May 11, 2010
Millis, L. E., Legislation, R., 2006, Handbook of Consumer Behavior, Tourism as well as the Internet, Routledge, ISBN 078902599X
Waddell, 3rd there’s r.
