Introduction
The goal of the paper is to analyze the digital marketing elements that companies use on their websites and find recommendations for their improvement. Three organizations, including Sephora, Lowe’s, and Costco, were selected for the assignment. Sephora is a cosmetic products retailer, Lowe’s is a home improvement retail company, and Costco is a big-box grocery and home appliances retailer. The websites were analyzed in terms of target engagement and the visual presentation they contain.
Sephora
Target Engagement
Sephora uses elements of digital marketing more efficiently than other companies that have been studied. The company’s website utilizes the principles of customer engagement, providing a personalized experience to customers. The page lists personalized offers, new collections, special offers, gifts, trends, etc. Additionally, the website engages users to participate in loyalty programs, earn points, and get extra money by buying special products.
Sephora also proposes that users take quizzes and learn more about cosmetic products, helping them make purchases. The company elaborates on its contribution to diversity, inclusion, and environmental efforts, stating its corporate responsibility. The company provides extensive information on the brand and products it sells, so customers can find any information they need. Customers can participate in the community, which fosters communication between users, and they can ask for help from the assistant on the website.
Visual Presentation
Sephora utilizes a modern and convenient website style with vibrant colors. The front page layout is engaging for users as it provides different categories that can be scrolled through. Customers can find the right product based on various criteria, including price and special offers. The background color is white, which helps highlight the website’s content.
The front page contains all the important product information and allows customers to learn more about the company. The shopping cart organizes users’ desired products and provides billing and shipping details. Additionally, the user can see interesting offers. For example, the website offers to add products under $15 to the cart so customers can buy more. The page contains bestsellers to further engage the customer in buying additional products.
Lowe’s
Target Engagement
Lowe’s uses the principles of customer engagement less efficiently than Sephora. However, the company’s website provides information on special offers, sales, and new products that engage users. It offers personalized recommendations based on the analysis of customer behavior. The website lists the advantages customers can get from the company, which fosters communication. Users can contact an assistant to help make purchases and choose products.
The page also provides information on DIY ideas that users can implement using the products sold at Lowe’s. The organization provides no information on its corporate responsibility, which may hinder customer communication. At the same time, the website has a feedback button that is always present. This element is extremely significant as customers can leave their opinions about the company without the need to find the form for it.
Visual Presentation
The visual style that Lowe’s website uses contains a blue-and-white color scheme. Khattak et al. (2020) stated that the company chose colors associated with stability and conservative behavior. This element is an excellent choice for promoting the product to a target audience. However, the color makes the website look outdated due to its simplicity.
The layout is engaging as it provides all the information on various products that users may be interested in. The banners dedicated to the 4th of July sale and the ad for Lowe’s credit card seem blurry. It gives the website a chipper look that can impact brand image negatively. A shopping cart gives a list of products and billing and shipping information, which is organized conveniently.
Costco
Target Engagement and Visual Presentation
Costco’s website provides customers with information on special offers and products. It does not highlight personalized offers that could engage users. The website also gives information on membership so customers can start or renew it. The feedback button is always available, but to get assistance, the user needs to scroll down the page.
The page provides various categories that customers can choose from when they find their products. No information on the organization is presented, so the users can focus solely on the products marketed. The website’s layout is outdated, as it resembles a promotional leaflet from the past. Icons that signify special offers are blurry, and the information is organized poorly. The customers get too many offers and products, so it can be difficult to focus.
Recommendations
Lowe’s and Costco need to improve the target engagement that their websites offer customers. Lim and Rasul (2022) note that customer engagement should include communication between customers and the company outside of purchases that serve as a motivational driver. Sephora provides its users with information on the company, cosmetic products, community participation, and personalized recommendations that foster interaction with the brand.
Lowe’s and Costco should build their customer community by providing them with interaction opportunities and more information on the brand. Additionally, Lowe’s and Costco should redesign their websites to look more current, as it influences the brand image significantly, as Southers (2019) mentions. Costco has the most unappealing website design, which can prevent the company from engaging new customers.
Conclusion
Sephora provides its customers with great target engagement, fostering communication between the brand and users. The visual representation is modern and invites customers to explore the website. Lowe’s website targets a specific audience, which influences the color scheme and offers. Costco has an outdated website with limited target engagement and a crowded layout that confuses users. Therefore, Lowe’s and Costco should consider Sephora’s experience to modernize their websites.
References
Costco. (n.d). Web.
Khattak, S. R., Ali, H., Khan, Y., & Shah, M. (2020). Color psychology in marketing. Journal of Business and Tourism, 4(1), 183-190. Web.
Lim. W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future Author links open overlay panel. Journal of Business Research, 148, 325-324. Web.
Lowe’s. (n.d). Web.
Sephora. (n.d). Web.
Southern, M. G. (2019). 81% of people think less of a business if its website is outdated. Search Engine Journal. Web.