Toby Richards, planning director at Publicis Chemistry shares his views on the navigability of Tesco and Sainsbury’s online fashion offers.

The F&F site is set up for shopping to buy, rather than shopping to get ideas.

Tesco F&F

The grocer’s clothing brand’s site oozes shopper simplicity with its bold, yet ring-fenced, way of presenting something for everyone from page one. At the heart of great retail is a ‘glance and get it’ principle.

This site is set up for shopping to buy, rather than shopping to get ideas. The immediate visibility of the basket, navigation and shopping services and policies, free and next-day delivery, clearly set out the stall for the shopper in a find-it- then-buy-it mood.

One articulation of commercial success online is to turn browsers into buyers and this site looks created to do just that.

clothingattesco.com

Sainsbury’s Tu

 As a site, Sainsbury’s Tu comes across as a slightly confused blend of a lifestyle clothing magazine and a promotional catalogue aimed predominantly at women/mothers.

The clean navigation is drowned out by the dominant promotional Sale banner which raises the question: why is it discounting its value clothing proposition further?

After the first click-through, the change from ‘lifestyle’ to ‘clothing collections’ becomes more straightforward for the shopper, which makes you wonder why it doesn’t make the notion of collections more overt from the homepage.

sainsburys-live-well-for-less.co.uk/tu-clothing