Mike Spicer Chief executive at Pulse Group, shares his view of good and bad websites.

Good site: Waitrose.com

Waitrose

Waitrose

Its online shopping site is a perfect representation of the brand. The design is clean and high-end, with the company’s royal seals at the top of the page lending a touch of class to proceedings. The layout is clear and self-explanatory, with the main grocery shopping area split into easy, understandable sections: fresh, fruit and veg, bakery, food cupboard, frozen and drinks. Deals and offers are clearly represented without being too vulgar, and the Waitrose Your Way bar, ever present at the top, highlights delivery options concisely. Simple, stylish and on brand.

Bad site: Tesco.com

Tesco

Tesco

The criticism levelled at Tesco for its stark, dated shopping experience has not been heeded for its online presence. Site layout on arrival doesn’t focus enough on its grocery expertise as tabs such as Tesco Bank and Tesco Direct highlight services that are executed better by others.

As well as this, the garish in-store yellow and red promotional banners have unfortunately made a return. Grocery browsing should replicate the recipes section, the only area which demonstrates quality. This isn’t a matter of premium being better than affordable, more that Tesco has veered from affordable to cheap – two very different things.