Matt Gordon, Co-founder of Limited Space, shares his view of good and bad websites.
John Lewis may be cementing its position as the nation’s favourite department store with cuddly Christmas ads and homespun British appeal but its online click-and-collect service really is a hard one to beat. Not only can customers pick up from some Waitrose stores as well as their local John Lewis branch as part of its recent service expansion, but the retailer capitalises on incremental sales while its loyal customers are walking through the store to pick up their package. It’s hardly the only click-and-collect service out there, but it is beautifully implemented and perfectly aligned with the retailer’s customer promise.
Bad site: Argos.co.uk
Argos has offered click-and-collect for ages but it has a purely functional status for customers, rather than opening up sales potential. It is one of those stores like a supermarket express branch – one people go into when they need something specific or something quick, but rarely pause to browse. While two-thirds of the population have the print catalogue in their homes, I doubt the website is as readily browsed for ideas or inspiration, rather than searching for something specific. It is a shame a brand so responsive seems so overlooked for additional, spur-of-the-moment sales.