Alan Morris, Executive chairman at Retail Assist, shares his view of good and bad websites.
Good site: Lakeland.co.uk
I would have been the first to admit that my knowledge of saucepans was somewhat restricted to their intended use and how to stack them in the dishwasher. Then I visited Lakeland’s site and the ‘Ultimate Guide to Buying Pans’ became my personal tutor, providing me with a list of factors to consider before making a purchase. This informative online experience matched the one delivered in store when I later visited the Nottingham branch and spoke to an extremely knowledgeable saleswoman. The consistency provided by Lakeland to the customer, no matter where they choose to shop, is a good example of omni-channel.
Bad site: VomFassUK.com
Having previously been impressed with the excellent service provided at the Vom Fass store in York, I expected its website to be equally impressive when I visited to stock up on cooking ingredients. Sadly, this was not the case.
The website does not appear to have been optimised to work on mobile devices. Unfortunately for me, I was using one such device and ended up abandoning my basket after trying and failing to make a purchase several times.
It’s a shame that the brand’s website is not more user-friendly, to match up to the helpful and informative staff employed in-store.