Question $2($Marks: $30)$

Study the case study below and then answer the questions that follow.

Capturing the digital customer $-$ Simplify the shopping maze to win more sales.

While the thrill of the hunt may satisfy some bargain$-$savvy eCommerce shoppers, others value a quick and streamlined shopping experience.

If consumers don$$t find a product immediately, they often abandon the quest altogether. Online shopping cart abandonment rates have run in the $60\%$ range over the last few years. Some abandoned carts reflect consumer dissatisfaction with the purchase process.

Refining the purchase path is essential for engaging $$ and ultimately converting $$ shoppers as they explore purchase possibilities especially online.

For one major retailer, the gap between visitors to the site and completed purchases was widening. Despite investing millions of dollars in enhancements to its mobile and web presence, consumers were losing interest in following the digital maze required to locate and purchase the products they were seeking. As a result, the retailer was having a difficult time converting online customer visits into sales. As the retailer soon discovered, most of its online customers were looking for a direct route to the products they want to buy; in most cases, they would spend no more than one minute trying to locate a particular item. A typical mobile shopper knows exactly what they are looking for, and if required to navigate through many $$aisles$$ or take extra steps online, he may abandon the product search altogether $$ leaving for another website or possibly even finding a physical store. The retailer had the confidence to evaluate the changes made to its website and measure their effectiveness. In recognizing the value of a streamlined shopping experience, the retailer was able to simplify the customer$$s digital experience, reduce points of fracture, and increase conversions. The company learned that fewer clicks resulted in more sales $$ that the easier it is for customers to find a particular product, the more likely they will make a purchase. Repairing the fractures in the digital shopping experience and guiding the customer through the purchasing funnel more effectively has resulted in improved results for this major retailer. As further enhancements to the retailer$$s digital site are proposed, analytics will be used to determine whether certain enhancements will have the desired effect on the customer$$s digital journey before they are implemented, helping to increase investment and improve returns quickly.

Deloitte $2015,$ Capturing the digital customer, case study, viewed $13$ February $2023,<$ Case Study $-$ Capturing the digital consumer $($deloitte$.$com$)[$Accessed on $28$ January $2024].$

$6/9$

Q$\mathrm{.}2\mathrm{.}1$

Analyse the business analysis approach used in the given case study and offer a critical analysis of the work strategy, approach, products, and tasks completed. Explain how the selected business analysis approach helped the major retailer successfully navigate its problems and how it improved the digital shopping experience to support your assessment.

$(30)$