The objective of this project was to determine the best way to optimize both online and offline experiences to increase store earnings for retailers who have both channels. To achieve this goal, three leisure sports brands (Nike, Momentum, Nine Store) were chosen, and a combination of offline store observations and SPSS usability research was conducted to obtain the desired results.
-Discovering practical methods to enhance the efficiency of floor area: By allowing customers to compare and choose products in advance, digital marketing can improve the floor area efficiency of physical stores as it results in customers visiting the store with a definite intention to purchase.
-Define a measurable value to the usability of a website.: Using SPSS, I assessed the importance of incorporating good usability design on websites. The study indicated that effective product categorization and optimal picture display have a significant impact on consumers' perception of the brand and their likelihood to revisit the store.
The study concluded that when consumers have the opportunity to interact with products online, compare and contemplate, the function of physical stores will evolve to aid consumers in their final product assessment and to provide customer service. Thus, distributors may not require large stores or showcase all products on shelves, as customers can view the products online.
Whether the website design was good or bad, the research participants could complete the task in about the same time. However, the design of the website, especially the presentation of pictures and the classification of products greatly affected the usability of the product and users' willingness to visit again.
The usability mainly related to three things:
a. Product classification: The research participants used the same product search logic as in physical stores to find products
b. Screening method and result presentation: Filters could increase the efficiency of consumer search. The search result should be within 1-2 pages.
c. Pictures: Providing pictures from different angles of the product, and of actual try-ons. It is recommended to present multiple pictures on the same page, which can reduce click-through and waiting time.
