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The Internet Presence of Marks & Spencer and Next Departmental Store Brands - Case Study Example

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From the paper "The Internet Presence of Marks & Spencer and Next Departmental Store Brands" it is clear that both websites divided the products into the broad categories of men, women, children, Christmas shopping, electronics, boys and girls amongst other categories (Next, 2009). …
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The Internet Presence of Marks & Spencer and Next Departmental Store Brands
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Download file to see previous pages The paper will explain the promotion and advertising strategy adopted by both online retailers, evidenced by making links back to ‘brand image’ and discuss how the retailers have integrated their promotions through multiple channels. The discussion shall come to a close with the presentation of the comparative analysis of the feedback features made available by the e-retailers and their effect on the overall brand image as well as with a general conclusion indicating which of the two sites the researcher prefers and why.
The branding strategy adopted by Marks and Spencer and Next alike was one that sought to provide the user with enough information on a product to convince the user to make a purchase. Information was classified into neat well-classified categories on both websites and a cursory look at both the websites made it somewhat difficult to judge the two and evaluate them for underlying differences between them.
Both brands chose to make use of details such as expanded product details, customer reviews and delivery details for every single product that they had available on the websites. Almost every product allowed users to choose the preferred option from those available and allowed the user to monitor their shopping progress as they went along.
It was observed that the reason behind Marks and Spencers continuous tendency to implement change in its website was caused by a particular strategy followed by Marks and Spencer. Marks and Spencer choose to fashion its outward appeal in accordance with and adherence with consumer demand. It is for the same reason that the last few months have seen the Marks and Spencer become all the more cross-interactive.
It was evident that both websites were designed to be as user-friendly as possible and took up minimum loading time. Also, there was no restriction of downloading on either one of the websites. However, there was a rather prominent difference between the two websites in the case of enhanced capabilities.  ...Download file to see next pagesRead More
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