Online Shopping Turns Into A Roast
A few days ago, my roommate and I decided we need a new chair for our living room, so we’ve been on the prowl for something stylish and within budget. Initially, we went to Raymour & Flanigan, HomeGoods, and Crate & Barrel — but the experience was more overwhelming than enjoyable. Too many options, so many price ranges, and no way we could filter for preference. Imagine that — deciding that you want only want blue chairs in a $250 range — and all of a sudden the disqualified furniture disappears in-store!
We took to the interwebs and visited a few sites from a quick “livingroom blue armchair” google search. After visiting multiple sites, there’s one that stood out: Pier 1 Imports.
When you get to their website, the message is clear. Pier 1 Imports is a place you can purchase furniture from lighting to patio, rugs to baths, couches to sinks, and more. However, what sets it apart from HomeGoods, Target, Pottery Barn, and the like? A clear differentiator isn’t present. In fact, the home page is overly promotional and looks desperate. 25% off! 10$ off! Buy 5 couches, get 7 free! Ok, I digress. The point us, who are you Pier 1? And why should I buy my new armchair on your website?
Some plus points:
- Optimal UX design & clear customer journey to point of sale
- Multiple calls to action and recommended products
- Clear brand identity and color pallet
- Mobile friendly and use of hamburger button
Cons:
- Too promotional
- Minimal creativity in product display, placement, and content
- Stale aesthetics and design that fails to engage customer
- No clear communication of brand message
In my opinion, the cons outweigh the pros.
In a competitive environment, it’s crucial to communicate who you are, what value your brand adds to the consumer’s life, and how you differ from others. Pier 1 Imports happens to operate in an overly competitive market, and their website could definitely be more targeted. What demographic does this appeal to? What style or taste? What price points? As someone who isn’t familiar with this brand, I rely on their website to relay this information.
On a final note, we need to put ourselves in the shoes of our consumers by taking into account trends in the marketplace, shifting preferences, and even seasonal changes. Pier 1 Imports has its autumn products on the far bottom of their home page, which could be something they should consider moving up in the month of October. Small things like knowing your customer and understanding what drives them to your website, will help you improve your website experience, attain new buyers, and build a loyal customer base!
