To develop a great retail strategy, you must understand the competition.

Later in the semester you will be building your own website. Potentially contemplate what your product offerings may be$,$ and then consider who your competition could be$.$

a$.$ Select an online retailer you would like to analyze as your competition, DO NOT use Walmart, Zara or H&M$,$ select a retailer you are not familiar with. You will likely be using this same retailer for Assignments $2$ & $3.($The retailer must be located in Canada$).$ Add their name and website address below;

Retailer URL

b$.$ Study your competitor$$s website and answer all of the following $14$ questions;

$($If using other sources, do not copy and paste the articles, use your own words.$)$

Make sure to cite your sources at the end of this assignment.

What is your retailers market strategy? PLACE

$1.$ Describe the retailers online store and$/$or app. What does it look like?

$2.$ Do they use any celebrities to endorsement the company, or market products?

$3.$ What kind of brand personality are they trying to convey to their customers? Is it fun, serious, cool or conscientious? Be detailed in your descriptions. Do your research.

Write your answer here $(1/2$ page$)$:

What$$s the nature of their product assortment? PRODUCT

$4.$ Which types of merchandise have they focused on carrying? $($Be specific are they focusing on casual wear, dress wear, if so what type of product, quality, etc.$)$

$5.$ Who are their target customers?

$6.$ What relationship do these products have with their target customer? $($Why does your customer want to buy from them?$)$

Write your answer here $(1/2$ page$)$:

What type of atmosphere is generated while browsing online? PHYSICAL

$7.$ What is the first impression you get when you access their homepage?

$8.$ What is compelling or unique about the use of colour, images, fonts, layout and animations$/$videos$,$ etc.?

$9.$ How is your experience with this website? Was it easy to navigate or confusing, and why?

Write your answer here $(1/2$ page$)$:

How does your retailer promote themselves? PROMOTION

$10.$ Where is your competitor promoting themselves outside of their website? Do you see them promoting in print ads, television, YouTube, social media? How else are they reaching customers?

$11.$ Does their website have any special on$-$line promotions currently?

Write your answer here $(1/2$ page$)$:

How have you been influenced? ANALYSIS

$12.$ Now that you have explored your retailer, and you understand more about them based on their online retail strategy, explain how this influenced you either positively, or negatively?

$13.$ What about it made you want to purchase or not purchase the brand?

$14.$ If this were your business how would you suggest improving this strategy?