Web Audit for 3 Australian Supermarket Websites - Case Study Example

Web Audit for 3 Аustrаliаn Suреrmаrkеt Websites Prepared by Author Date Introduction In the past few years the use of the Internet for carrying out business activities has increased to a massive extent. At the present, the majority of business organizations use the Internet to carry out most of their business activities. In fact, the Internet is being use for the communication, business transactions, business marketing and promotion and many more. Basically, people access information on the Internet through an environment that is known as WWW (World Wide Web). A web site is the basic source for the business organizations that they use to distribute and share their information with their customers and associates. In fact, a web site represents the presentation of a company over the Internet and people know and think about a company through its web site. In this scenario, the importance of a web site becomes critical because it is being accessed and used by a wide variety of people. It becomes critical for organizations to design and implement a web site in such a way that it could attract its customers from all over the world. However, a web site is a mixture of a wide variety of elements such as contents, color scheme, images and many more. Hence, in order to make a web site more attractive the organizations must take effective actions. They must keep in mind the needs and requirements of their particular users and on the basis of their needs these requirements should be designed and develop[She05]. The basic objective of this report is to present a detailed analysis of a web site in comparison with two other web sites. In this scenario, this report will analyze and compare two Australian supermarkets Woolworths and Coles. Woolworths is the largest supermarket/grocery store chain in Australia, owned by Woolworths Limited. Woolworths currently operates 933 Woolworths stores across Australia. This report will focus particularly on their domain names, design, layout, market share, to corporate responsibilities. Framework for Analysis A web site will be rated using the following method: Not Evident Evident/Average Execution Superior 0 1 2 1. Domain Both Coles and Woolworths are not using any secure protocol for sending request to client, and from the client to the server. HTTP “The Hypertext Transfer Protocol (HTTP) is an application protocol for distributed, collaborative, hypermedia information systems”[She05]. HTTP is the foundation of data communication for the World Wide Web. HTTPS “Hypertext Transfer Protocol Secure (HTTPS) is a variant of the standard web transfer protocol (HTTP) that adds a layer of security on the data in transit through a secure socket layer (SSL) or transport layer security (TLS) protocol connection”[She05]. NANME HTTP HTTPS WOOLWORTHS Woolworths uses http protocol which is not secure for sending and receiving request and response. NA Coles Coles using HTTP protocol for communication between Coles server and client. NA HTTPS provides security and encryption between clients and the network[Adv14]. Woolworths different countries web with different domain names given below. Woolworths websites Coles websites www.Woolworths.com.au www.coles.com.au www.Woolworths.co.za www.Woolworths.co.uk https://www2.woolworthsonline.com.au Other Domain names relating to Coles. www.colescareers.com.au https://online.colesmastercard.com.au www.colescreditcards.com.au/ In the same way, some other websites have also similar domains: 1. http://www.colesco.co.uk/ 2. http://coles.co.za/ Performance Rate WOOLWORTHS Coles Domain 1 1 2. Search Engine Search Term Position of Woolworths Position of Coles Sponsored link Woolworths 1st NA NA Coles NA 1st NA Supermarkets Australia 2nd 1st NA Supermarkets NA 8th NA Performance Rate WOOLWORTHS Coles Search Engine Position 1 2 3. Condition Woolworths is in located in Australia is located in big cities of Australia and also it have merchandise, stores in other cities and in other countries. In all countries Woolworths have good condition according to different reports. Coles is working is in Australia, it also many stores in Australia, it also have better condition in Australia than other supermarkets. Performance Rate WOOLWORTHS Coles condition 2 2 4. Business Models A business model is a way through which a business generates income. Business models help to improve the business. In addition, strong business models can lead to an organization to the higher level[Jan061]. Woolworths Business Models Offer quality of goods Joint venture partnership Everyday Reward System Every stores have working Hours Latest specials Smartphone Application Grocery facts Coles Business Models Making Shopping Easier Coles Online Coles Music Coles Gift cards Coles Insurance Coles Credit Card Flower Gallery Coles App Coles Marketing Magazines Location and hours Mix Apparel Liquorland After applying Coles Online Business model its sales is equal to 5 other super markets[Fra11]. Performance Rate WOOLWORTHS Coles Business Models 2 1.5 5. Context The layout of Coles Website is user friendly, and everything is clearly defined in on the web with dropdown menus, and using search buttons, and also providing main information on the Home page of the web. The screenshot of the Coles main page is given in the following. Context is like a tool which increase the user experience in interacting with web, they can know how to perform any action, how is web working, is the context is fulfilling’s the user requirements, so It is not just pretty, it shows emotions[Sab12]. The option of site map on website is given in footer. Screenshot is given below. Similarly Woolworths have design layout which is not too much good Site map options for Woolworth is given in its header. The Woolworths ugly Search option is given in the following screenshots. Layout and design should be responsive, otherwise you can lose your users. When designing your web keep in mind this rule WYSWYG (what you see is what you get)[Max14]. Performance Rate WOOLWORTHS Coles Context 0.5 2 6. Content You hear about it “Content is king”, and this is true. If your context is good and content is not related to your context, then it is obviously you lose your customers. Use same colors for consistencies. Woolworths color scheme is not good. So content should be clear in customer perspective, all colors should fulfill the requirements of the customers[The13]. Coles also has separate web for music, there is no use of sound or video on the main web. Screenshot for Coles music site is given below. Performance Rate WOOLWORTHS Coles Content 1 2 7. Corporate ID and Design Woolworths have different design for different web, but on a single web it carry a single design. Design of the Woolworths is consistent. But for online shopping it is different. Screenshots of both main and online shopping is given below. Woolworths Online Shopping web design In the same way Coles also have same design on the whole, but for online shopping it have different web design. Screenshots of both is given below. Coles Main Website snapshot For online business design should be consistent. So for increasing customer trust, experience and satisfaction a good design is very important. Good design use typography and other design techniques[Arm13]. Performance Rate WOOLWORTHS Coles Corporate ID and Design 2 2 8. Conventions Woolworths Coles Research Woolworths have site map option on the top of the main page. Coles have option of site map in the bottom of the main page. Every site should have Sitemap because it shows that site is fully indexed. And other advantage is that Web Crawler easily crawl your web site. Woolworths providing the everyday reward. Coles providing gift cards, and other facilities like Cole credit card, Coles music, Coles radio, Coles insurance. For increasing customers experience provide more facilities. Coles Customer Services Woolworths Customer Services So convention of the web is very important and it should satisfy the customers[KAT14]. Performance Rate WOOLWORTHS Coles Conventions 2 2 9. Customer Focused Woolworths is actually grocery store and supermarket in Australia, so the customers of this supermarkets are related to foods and other things which are used in daily life. For increasing the customer experience focus the customers requirements. If you create customer focus design, then you automatically create profitable and long term customers. Good design and content also provides the services which customers wants, and these customer services should be available all the time when customer want to use them[Rob09]. All the services which you know customer want, should be placed on front page. Like Woolworth providing special offers showing it in sliders and some others service on the middle of the screen. In the same way Coles also showing services for increasing customer focus. Performance Rate WOOLWORTHS Coles Customer Focus 2 2 10. Customization Woolworths providing customization to users to change the font of the website. screenshot is given below By clicking on the marked section user can change the font of the website. Customization also increase the experience of the customers, and this customization can give the company long term and beneficial customers. Coles do not have this facility, but Coles gives the facility to users to check whether Coles is exist in their area or not. User can check the store location and hours. Screenshot is given below. Customization also increase the traffic of the web, reduce operating costs[JAK09]. Performance Rate WOOLWORTHS Coles Customization 2 1.5 11. Communication For creating relationship between customers and company they have to communicate. For creating strong relationship companies need to take suggestions from customers which is known as a two way communication[Ram04]. Woolworths also involves in two way communication, because users can connect with Woolworths using email or by through some social networks. In the same way Coles have two way communication. Two way communication increase trust between customers and companies[Aud13]. Performance Rate WOOLWORTHS Coles Communication 2 2 12. Connection A connection between different sites increases the familiarity of one another. For creating a connection between different web sites there is some time agreements for particular duration[She05]. Connection of Woolworths is given in screenshot. Coles Connection. Performance Rate WOOLWORTHS Coles Connection 2 1 13. Commerce Visit this for online shopping http://www2.woolworthsonline.com.au/ and then you have to create account for buying anything from Woolworths. For buying anything, first of all a user should have account on Woolworths. For creating your account you have to go through from 4 steps. For online shopping on Coles visit http://shop.coles.com.au/online/national/ this website. And for buying something first of all user have to register with Coles. Registration form of the Coles is given in below There are many benefits of E Commerce like you can tell the world about your presence and low cost of operation[MEL13]. 14. Performance Rate WOOLWORTHS Coles Commerce 2 1 15. Convergence Woolworths has a mobile site, snapshot id given below. But Coles do not have any mobile site or RSS feeds or anything. Performance Rate WOOLWORTHS Coles Convergence 1 0 16. Cross Promotion Woolworths has some communities, like Agricultural Partnership and Charity partners: Coles also has some communities. The snapshot is given below: Performance Rate WOOLWORTHS Coles Cross promotion 1 0.5 17. Compliance Some images on the Woolworths which do not show any alternative text for the images, which is actually W3 disability standard. And there is nothing on how to use this web easily with just mouse. In the same way Coles also not providing the alternative text. Performance Rate WOOLWORTHS Coles Compliance 1 1 18. Currency To attract a customer data should be updated, when product price changes change it instantly. Woolworths does not have up to date copy right: And Coles is update their copyright act, snapshot is given below. Performance Rate WOOLWORTHS Coles Currency 0 1 19. corporate Woolworths History In 1924, Woolworths opened its first office in Sydney, it is familiar among people with household name, and now it is available almost in every regional center of Australia and New Zealand. In 2013, it celebrated its 89th year in the retailing business. Woolworths Mission Statement Its mission is to provide facilities to their customers and their main mission is to become favorite among kids, young and to different age peoples. CEO Name Ian Moir Woolworths Managers Manager Name Department Grant O'Brien Managing Director and Chief Executive Officer David Marr Chief Financial Officer Tjeerd Jegen Managing Director of Australian Supermarkets and Petrol Steve Greentree Director of Business Development Brad Banducci Director of Liquor Peter McConnell Director of Corporate and Public Affairs Penny Winn Director of Group Retail Services David Guise Director of Human Resources Richard Dammery Chief Legal Officer and Company Secretary Postal Address PO Box 8000 Baulkham Hills NSW 2153 Street Address: 1 Woolworths Way Bella Vista NSW 215 Woolworths Suppliers Agricultural - Dairy, Livestock & Produce primary producers Core Fresh - Dairy, Meat & Produce Fresh Added Value - Bakery, Deli & Seafood Grocery Food Grocery Non-Food General Merchandise Coles History Coles is a supermarket chained by Wesfarmers, in 1914 it was founded. There 741 store operates under the Coles supermarket in Australia. Employees of Coles are over 100, 000. Actually George James learned the working of retail store from his father, then he opened a store in. in 1914 Coles variety Store Opened by G. J. on Smith street in Melbourne. Then further expansion occurs it open more stores. Then it acquired by Beilsby’s chain in South Australia in 1959. In 1960 first supermarket was opened in Melbourne. In 1973 it opened stores in Australian capital cities. Then in 2006 its different store becomes supermarket. In 2007 Wesfarmer buy this Coles at the rate of a $ 22 billion. In September 2011, Coles commenced stocking private label clothing in their stores with several stores receiving refits to accommodate the range Mission Statement Here is the mission statement of Coles: "To be the best retailer in every market in which we operate" with Coles Supermarkets positioning "serving you better". CEO Ian J. W. McLeod Coles Manager Jason Store Manager Postal Address PO Box 480 Glen Iris VIC 3146 Australia Fax: (03) 9829 38189 Performance Rate WOOLWORTHS Coles Corporate 2 2 20. Corporate Responsibilities Their responsibility is to focus to continue work for achieving a good future for customers, employees, community and the environment and provide sustainability. Supporting thousands of charities and providing Jobs. Performance Rate WOOLWORTHS Coles Corporate Responsibilities 2 2 21. Investor Relation Woolworths and Coles sales performance: [Ben12] Woolworths and Coles grocery Dollars spent, Image Source: ([Roy14]) Proportion of all grocery dollars spent at each supermarket Woolworths in Stock share Price Woolworths Stock Share Price image source ([Exh14]) Coles market share Market share of Coles in Australia is 30%. Both Coles and Woolworths have 72.1% market share in Australia, while Woolworths have 41.1% market share[Ste13]. Performance Rate WOOLWORTHS Coles Investors Relation 2 1 22. The marketing Mix Both Coles and Woolworths are advertising their product on internet, through mobile, by connecting other websites, by opening merchandise. Performance Rate WOOLWORTHS Coles The marketing mix 2 2 23. Application Woolworths have mobile app free of cost on IPhone and IPad. Coles also have free app can in for android, IPhone and also on window phone. Performance Rate WOOLWORTHS Coles App 2 2 24. Mobile Woolworths have mobile site while Coles not have. Use of mobile is increasing day by day so it is necessary to build mobile website for business. The ratio mobile users is increasing, you can see in the following figure [The14] Mobile users have different screen sizes, so it is better to lose customers build a mobile users website[Ian14]. Performance Rate WOOLWORTHS Coles Mobile 2 0 25. Clicks For finding the App there is just one click needed on both Woolworths and Coles. Performance Rate WOOLWORTHS Coles Mobile 2 2 26. Others No new categories are identified. WOOLWORTHS Comparison with ALDI 1. Domain WOOLWORTHS using http and ALDI uses https in its domain name. HTTPS is more trusted protocol for communication between client and server[Azh12]. NANME HTTP HTTPS WOOLWORTHS Woolworths using http protocol which is not secure for sending and receiving request and response. NA ALDI NA Aldi using https in his domain it is more secure than http, it encrypt request and responses. Screenshot of ALDI Screenshot of WOOLWORTHS Woolworths having different domain for each different countries. Similarly Aldi also have different web for different countries and have different domain. Both uses same naming conventions throughout all the web. Both have consistencies in their domain names. Woolworths working in 18 countries having same format. Woolworths websites Aldi websites www.Woolworths.com.au www.aldi.com.au www.Woolworths.co.za www.aldi.us www.Woolworths.co.uk www.aldirecruitment.co.uk Performance Rate WOOLWORTHS ALDI Domain 1 2 2. Search Engine Position But on yahoo both are not appeared on first page[onl14]. Table 1 Search Engine Position of Woolworths and Aldi on Google SEARCH TERM WOOLWORTHSSS POSITION ALDI POSITION Sponsored Link of Woolworths Sponsored link of Aldi Woolworths 1st NA Yes NA Aldi 1st NA NA NA Online supermarket in Australia 7th 9th yes No Performance Rate WOOLWORTHS ALDI Search Engine Position 2 1 3. Condition Users of Woolworths are spread all over worlds, it provide facilities to users can join the Woolworths through mobile internet. In the same way Aldi also have users on mobile, so they create app for their mobile internet users. Market position of both supermarkets is strong and supporting hundreds of charities. Performance Rate WOOLWORTHS ALDI Condition 2 2 Woolworths suppliers 1. The compass bakery supply the different variety of products[woo10]. 2. Fruits is another supplier of the Woolworths and supplying range of products of fruits in South Africa[Ret14]. Performance Rate WOOLWORTHSSSS ALDI Condition 2 1 4. Business Model Business Models of Woolworths 1 Offer quality of goods 2 Joint venture partnership 3 Everyday Reward System 4 Every stores have working Hours 5 Latest specials 6 Smartphone Application 7 Grocery facts Aldi business models are customers bring their own bags for saving their purchased product and for saving, there is also innovative cart system also helps the keep pricing low, modest store sizes, in house distribution network for supplying things to their customers easily, not operating 24 hours for saving energy and rent. Business Model of Aldi Safety for customers Innovative cart system In-house Distribution Network Store Hours Expanding Stores at many locations ALDI Liquor Online Performance Rate WOOLWORTHSSSS ALDI Business Model 2 2 5. Context Screenshot of Woolworths main page. With Green Background there is difficulties in reading different menu, difficult to understand which is link is related to dropdown menu and which is related to site link. Aldi also have no search option. Easy to read font color, every section have different colors and every section have its own color due to its functionality. Good interface, no too much links for customers on the main page to avoid confusion. When designing web it should keep in mind how to design, layout and color scheme is the backbone of the web[Tom11]. Performance Rate WOOLWORTHS ALDI Context 0 1 6. Content Both Woolworths and Aldi uses high quality picture for nice visual perception. Woolworth also show images of the basic content so that if customer can’t understand the content, then he can understand with pictures. Aldi also shows images along with the content, and also shows the some video about their ads. If context of the web is very pretty and its content is not so useful, then you lose your customers because of the zero value of the content. Content is also very important in web[Mar07]. Performance Rate WOOLWORTHS ALDI Content 2 2 7. Corporate ID and Design Woolworth have different design of the web across different countries. Screenshots of the different sites is given below. There is no consistency in the Woolworths Australia and Woolworths South Africa. Even there is not consistency on the primary navigation. In contrast Aldi have consistency in different of different countries. Like in the following Aldi Australia and Aldi UK both have consistencies in their primary navigation. Consistency also improves the user experience[TIM10]. Performance Rate WOOLWORTHS ALDI Corporate ID and Design 0 1 8. Convention Woolworths have main options on the main page like primary and secondary navigation. Below is the ugly Woolworths search button. While Aldi web also have primary navigation on the top of the page, but there is no search field, you have to select any option which shows further detail on the next page. So always put good convention, because it is very important because these actually tells who the functionality of web is working[Ash08]. Performance Rate WOOLWORTHS ALDI Convention 0 1 9. Customer Focused For increasing customers focused Woolworths create a separate for each country and a separate for online shopping. Like there is screenshot of Woolworths online shopping web. Similarly Aldi also have different web for different countries and also for shopping. For increased user focus there is consistencies on the websites, so that customer focus remains on his/her target. Bothe of these in different countries have different web according to their seasons. This also increase the customer focused[Ern12]. Performance Rate WOOLWORTHS ALDI Customer Focused 2 2 10. Customization Woolworths have options for customers to change a website font. In the same way Aldi also provide the ability to customers and visitors to interact with web, according to the requirements of the customers. It is better that design should be consistent, and should provide ability to users, so they easily access their right information in a short time[Pan14]. Performance Rate WOOLWORTHS ALDI Customization 1 1 11. Communication There is always a way for communication between users and web owner. Woolworths also provide a way to users to communicate with them, like by sending newsletter, by sending E-mail, Woolworths also provide their contact number for the only purpose to communicate with users. Woolworths communication using social networks Similarly Aldi allow the users to communicate with in specific time, Aldi also provide contact number for customers, and Aldi provide the facility that the users can communicate with “Customer Service contact Form”. Aldi communication using social networks. Communication can increase user experience with website[Ste09]. Performance Rate WOOLWORTHS ALDI Communication 2 2 12. Connection Woolworths have connection with some other brands. Screenshots is given below Woolworths connection Aldi also have different company’s brands, but there is no link on the Aldi web with brands websites. Performance Rate WOOLWORTHS ALDI Connection 1 0 13. Commerce visit http://www2.woolworthsonline.com.au/ for online shopping and then you have to create account for buying anything from Woolworths. For creating your account you have to pass from 4 steps than your account is created by Woolworths. On Aldi customers can’t buy their products online, they just create print list of the items, search product and browse categories of different product. Performance Rate WOOLWORTHS ALDI Commerce 1 0 14. Convergence Woolworths have mobile site, screenshot is given below. But Aldi do not have any mobile site or RSS feeds or anything, but Aldi have a mobile. Performance Rate WOOLWORTHS ALDI Convergence 1 1 15. Cross Promotion Woolworths have some communities, like Agricultural Partnership and Charity partners. Aldi do not have any community or cross promotion. Performance Rate WOOLWORTHS ALDI Cross promotion 1 0 16. Compliance There are some images on the Woolworths which do not showing any alternative text for the images, which is actually W3 disability standard. And there is not given anything that how to use this web easily with just mouse. In the same way Aldi also have some images which do not have any alternative text. Screenshot is given below. There are some standard provided by W3 for the peoples who visually impaired[Sha14]. Performance Rate WOOLWORTHS ALDI Compliance 0 0 17. Currency To attract a customer your data should be updated. Woolworths do not have up to date copy right. While Aldi is up to dated. Performance Rate WOOLWORTHS ALDI Currency 0 1 18. Corporate Woolworths History 1924 Woolworths open its first office in Sydney, it is familiar with in people with household name, and now almost in every regional center of Australia and New Zealand. In 2013 it’s celebrated its 89th year in the retailing business. Mission Statement Its mission is to provide facilities to their customers and their main mission is they wants to become the most favorite between kids, young and to different age peoples. CEO Name Ian Moir is the CEO Woolworths. Woolworths Managers Manager Name Department Grant O'Brien Managing Director and Chief Executive Officer David Marr Chief Financial Officer Tjeerd Jegen Managing Director of Australian Supermarkets and Petrol Steve Greentree Director of Business Development Brad Banducci Director of Liquor Peter McConnell Director of Corporate and Public Affairs Penny Winn Director of Group Retail Services David Guise Director of Human Resources Richard Dammery Chief Legal Officer and Company Secretary Postal Address PO Box 8000 Baulkham Hills NSW 2153 Street Address: 1 Woolworths Way Bella Vista NSW 215 Woolworths Suppliers Agricultural - Dairy, Livestock & Produce primary producers Core Fresh - Dairy, Meat & Produce Fresh Added Value - Bakery, Deli & Seafood Grocery Food Grocery Non-Food General Merchandise ALDI History ALDI CEO ALDI Managers In 1914 Anna Albercht open it in mining town in Essen Germany, then in 1967 it expanded to 200 locations, then it expanded into other countries, and in 2011 it open in Georgia. Marc Heubinger Daljeet sandal (store manager) Caroline nield(store manager) Brenda cooper(Assistant store manager) Performance Rate WOOLWORTHS ALDI Corporate 2 1 19. Corporate Responsibilities Woolworths have following responsibilities. Provide best choice and quality services. Provide security to peoples to realize their potential. Focus on mutual benefits, Create values. ALDI have some corporate Responsibilities Give importance to communities. Responsible for quality For long term success provide simplicity, consistency and environment to the users. Performance Rate WOOLWORTHS ALDI Corporate Responsibilities 2 2 20. Investor Relation Woolworths having revenue of 54.3 billion A$ in 2014, and it have more profit in 2013 than 2012, and it is 2.8 million increase than 2012. Last 5 years profit is 2259.4 A$[Wil13]. Aldi revenue increase up to 41% by last year. In 2012 Aldi has gain double profit than 2011[Ald13]. Up to now Aldi open 500 plus stores opened, and its profit, market share is increasing in few years. Aldi revenue is 53 billion Euro in 2009. Woolworths is gaining its more profit from Australia and Aldi have more stores than Woolworths and working in 18 countries having stores more than five hundred stores, but both have almost equally increasing its profit and revenue in grocery and retail market. Performance Rate WOOLWORTHS ALDI Investor Relation 2 2 21. The Marketing Mix Both Aldi and Woolworths are advertising their product on internet, through mobile, by connecting other websites, by opening merchandise. Performance Rate WOOLWORTHS Aldi The marketing mix 2 2 22. App Both Aldi and Woolworths have mobile app free of cost, wile Aldi app for Aldi mobile. Performance Rate WOOLWORTHS Aldi App 2 2 23. Mobile Woolworths have mobile site, and Aldi have mobile, where you can use app. Performance Rate WOOLWORTHS Aldi Mobile 2 2 24. Clicks For Aldi mobile app you to click 2 times and for Woolworths you have to click just one time. Performance Rate WOOLWORTHS Aldi Clicks 2 2 25. Others No others categories found. Overall Rating Woolworths & Coles Woolworths & Aldi Woolworths Coles Woolworths Aldi Domain 1 1 2 Search Engine Position 2 2 1 Condition 2 2 2 Business Model 1.5 2 1 Context 2 2 2 Content 2 0 1 Corporate ID and Design 2 2 2 Conventions 2 0 1 Customer Focused 2 0 1 Customization 1.5 2 2 Communication 2 1 1 Connection 1 2 2 ­­Commerce 1 1 0 Convergence 0 1 0 Cross Promotion 0.5 1 1 Compliance 1 1 0 Currency 1 0 0 Corporate 2 0 1 Corporate Responsibilities 2 2 2 Investor Relation 2 1 2 2 The marketing Mix 2 2 2 2 App 2 2 2 2 Mobile 2 0 2 2 Clicks 2 2 2 2 Total 38.5 35.5 32 31 Conclusion Woolworths, Coles and Aldi doing their businesses in Australia, all of these earning profit but Woolworths is leading supermarket and then Coles and then Aldi. 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