Digital cafes? - Free wifi - ‘Follow us’ - ‘Like us’ and much more
E-Coffee
Dec - Jan 2013
For any delighted coffee reader
Website design
The Coffee market
Inside and understanding
The effects of brands websites to loyalty
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Content 1 - Introduction 2 - Market situation 3 - The objectives of Website Design 4 - Online Value Proposition 5 - Customer Orientation 6 - Dynamic Design and Personalisation 7 - Aesthetics 8 - Page Design 9 - Navigation and structure 10 - Interaction 11 - Analysis and conclusion 12 - References
Primary reseach We conduced a small questionare to double check the secondary research and here the the reults are folllows. we used a small smaple of 100 people in the Buckinhamshire. This area is good becuase all the cafe are within a small space of High Wycombe.
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Primary reseach As we conducted a Focuse group to get further qualative data from the coffee drinkers. as you can see the feedback is mainly very posative. This is becuase these businesses have larrge marketing budgets .
Navigation Company logo is linked to homepage Easy access to site search Reasonable amount of buttons & links Clear navigation labels Search bar easily accessed
Accessibility Good spacing/font size easy to read Loading time of site is reasonable Site has customer not-‐found/404 page Add-‐ons and Flash are used not so much
Content Main copy on page is concise HTML page titles are explanatory The colours and styles are consistent Content is relevant and understandable Bold copy write is used sparingly The URLs are user friendly
Identity Homepage is quick to digest Easy access contact information Company logo is clearly placed on site Easy navigation to company information Companies purpose represented through tagline
Rating: Rating: Starbucks Costa Coffee
Rating: Caffe Nero
Rating: Pret A Manger
Yes Good Average Good Good
Yes Good Average Good Good
Yes Good Average Average Good
Yes Good Average Good Good
Good Good No Good
Average Good No Good
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Meet the team Bio - Advertsing management and digital Communication Twitter @ianmartinadams Email - ian_adams@me.com
Ian Adams - 21028547
Bio -Graduate in Business and Marketing Management at Bucks New University. Twitter @Robby_damasdi Email; rdamasdi@hotmail. co.uk
Robert Damasdi - 21111715
Bio - Graduate in Marketing at Bucks New University Twitter: @biggsuk Email:eddieekanem@yahoo. co.uk
Eddie Ekanem - 21129535
Bio -Graduate in Business and Marketing Management at Bucks New University. Twitter @sairish91 Email; sairish_chechi@hotmail. com
Sairish Chechi - 21111456
Some notes from the editor Dear reader,
I am hoping it’s that time of year when you review how your business, especially your advertising, is doing and how it could be performing better. We are a small but passionate technology research agency with a specialising depth and understanding of digital technologies and the use of social media. Our focus is of course on results and we understand how elements like user needs/site objectives all the way to visual design, make an impact on the purchase decision process. Enjoy the read Editor and CEO Future proof coms
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Our clients Starbucks URL, http://starbucks.co.uk/ Since 1971, Starbucks has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world.
Costa URL, http://www.costa.co.uk/ Costa Coffee - the nation’s favourite coffee shop.
Cafe Nero
URL, http://www.caffenero. com The Caffe Nero philosophy is really very simple: Premium Italian coffee. A warm and welcoming atmosphere. Good food and great personal service.
Pret
URL, http://www.pret.com/ Pret creates handmade natural food avoiding the obscure chemicals, additives and preservatives common to so much of the ‘prepared’ and ‘fast’ food on the market today.
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Market situation According to Min-
tel (Which produces in-depth reports on media, product and consumer markets) the consumers still see coffee from cafes as an ‘Affordable treat’ even through Mintel has seen a fall on consumer confidence [[why??]]. Nearly Quarter of consumers who drink hot drinks out of their homes has fallen from last year. Factors like an increasing number of non-specialist competitors still growing. Also with the traditional store format/ seating environment and core menu of products been available at large now direct competitors, For example McDon-
ald’s. Advert found here (http://www. youtube.com/
Market Factors Both out-of-home an in-home hot drinks markets are maturing, this would be mean focusing on gaining market share from competitors. Within the report we will take this point further, like how they compete for online viewership. Because loyalty is low in this sector, making customer retention a key area of improvement going forward. This can be done through emerging channels like use of digital services.
"Two in three
users think that quality is the
most important decision-making factor when choosing where to buy hot drinks" Two thirds of consumers buy tea/coffee/other hot drinks out of home, rising to three in four among 16- 24-yearolds as core
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Recent market changes At the start of 2012 Costa Coffee launched the ‘Just How Do You Like Yours?’ campaign with the aim of highlighting the customisable elements of its products, a key differentiator to its lower- priced non-specialist competitors such as EAT and Pret A Manger. The campaign also included a clear pricing structure to appeal to consumers’ sense of value for money, for example, customers can now add an extra shot of espresso or sugar-free syrup shots to their drinks for 35p per unit.
users, with Costa Coffee and Starbucks continuing to dominate this market. However because of brand loyalty specialist coffee shops have low customer retention. The choice of venue is based on convenience. Brands like Starbucks have developed ‘Drive thru’ and also Costa ‘Express format’ to meet this demand for convenience. The customer of these cafes are heavy users of the loyalty cards that are building customer retention rates. This is key where location of coffee shop is deemed more im-
portant than its brans by nearly half of adults who drink hot drinks out of home. Lower-calorie drinks spark minority interest, but appeal in particular to consumers with young children, providing operators with the opportunity to market these products as part of a wider lifestyle choice. To separate themselves from the new non-specialist coffee markers brands like Starbucks that want to promote ‘added value’ through campaigns like ‘Making Your Cup a Perfect Cup’
- In late 2011 Starbucks introduced bread-free lunch options; besides their positioning as healthy and fresh, the Bistro Boxes (all under 500 calories) also tap into consumer demand for a wider variety of food in coffee shops. Meanwhile its new Petite snack range, launched earlier in 2011, provides an opportunity to upsell items from its food range throughout the day whilst also improving the flexibility of its menu in terms of price points. ‘Building on their position as ‘treat providers’, both Caffe’ Nero and Costa Coffee launched gift cards in 2011.
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Objectives of Website Design When producing or updating a businesses websites objectives, the overall corporate aims and objectives will be used as the main foundation. A customer relationship management to serve, can apply here with the following three types of customers that can engage with a businesses website. 1. Customer acquisition - The gaining of new customer traffic. 2. Customer retention - Excisting customers with repeat purchases. 3. Customer extension - The retention of excisting customers but with a different product or service. Within Market situation the coffee shops need to develop brand loyalty and retention. Website retention is important because it will keep these customers up-to-date and engaged with the brand. ‘Repeat customer spend 76% more then new business’ (#SMWctct) [need reference] Key factors of viewers returning to a company website are the following: High quality content The visitors of the website are there for a need, this might be to buy something, find information or simply get in contact. But if this content is poor quality users will just find alternatives. The content needs to relevant, timely, engaging, inspiring, informative with content. That all fills the need, in a unique way that no other channel will give. Ease of use From our primary research (focse groups) visitors are (95%) more
likely to leave if the website isn’t simple to use. A theory is used in website design of the ‘3-click rule’ in which a visitor should be able to find what they are looking for in three clicks. Also with Mobile Internet browsing ‘89%?? People wont use a website in their smartphones is there isn’t a smartphone
version of their site’ [need source (might be slideshow website) - Quick to download It is said that is a ‘website dose not load within 5 seconds a visitor will abandon the website’ [need source] so this is vital in keeping traffic - Updated frequently A website needs to
keep up-to-date just like the latest fashions. The Internet is full of information and visitors will want the most updated they can or they wont be interested. ‘Content management systems’ - Relationship Because of integration of social media platforms and the customer expectation of a two-way commination process, a new type of brand/ customer relationship has been built.
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Attention To get site visit and when landed
Sell
Serve
Desire make the visitor feel compelled to engage further with the brand
Speak
AIDA Model 5’s model
Interest detailed information and incentives
Save
Action make it easy for the visitor to take steps to buy or register for more information
Sizzel
Coffees website objectives Starbucks
Costa
Cafe Nero
Pret
Startbucks is market leader and it wants to retain this, they have gone for a simple ease of use objective. This is seen with the menu being very simple. Becuase the brand is so well established the brand speaks for itself. The website dosnt even have its name under the logo. Its simple and if the user needs content the layers of content are there if needed. Quality of content is seen here, with the firts object the vistor os drawn to is the video ont he front page then changes to become a slider full of content. High qulaity production is seen here. We can see the time and work with the agency to let the starbucks brand shine.
The website is full of content yet again, but with much more. The objectives of this website is functionality. with the careers section, share the love loyalty card and find a costa. We can tell this has been done because of research, they have found out why most of their visitors are there and made it simple for the quick users. If there is a large market for these quick visitors why haven’t the other websites done this as effective?. The website has a more drive to sales then the overall user experience. Good use of cookies that will be covered later in the report it relates to the business objectives because costa knows who is visiting their site for data capture.
Following the same design as Costa witch is interesting, but has a different feel, a feel of luxury when in the site. This website is building experience, the pictures of happy successfully people, Cafe Nero is building this brand up. The website is simple, less copywright then the other website, more about imaginary, the rapor with the consumer. On the front page they are targeting people, like with interest ‘Jane wells’ artists this again building an image for cafe nero. ‘Find a store’ in the same place as Costa, they know the core Functions of the website and finding a store is one of thoughts. Rich customer experience on the website and in store is the message.
Pret is all works works works. This because its just keeping everything simple by having the functions and information on the site to the user straight away. Not like the other websites the quick fast access to the information is key for its visitor. Pret has made a website that isn’t following the rest of the others which is good to see. They do have the lowest share of the market but its not because of the website. The Christmas charity campaign is great to see on the website, they are showing they care about the community compared to Starbucks recent tax situation.
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Audience Segmentation Customer orientation is all about the customer; it basically means taking care of the customers’ needs knowing what they expect from the particular product or service. In a digital sense it is ensuring that the website of the company will reflect the brand values and incorporate a user experience which is effective and provides what the customer expects. Defined; Customer orientation ‘provides a personalized customer experience that focuses on establishing healthy relationships between service providers and consumers by first identifying a customer’s needs (eHow, 2012).’ It is specifically about the usability of websites, meaning how well the user is able to navigate through the website and get to where they want to be as quick as possible.
Companies have many tools of which can allow for a much more useable customer experience. Search engines a customers to get to where they want to quicker while cookies allow companies to store customer information an on previously purchased products, make suggestions based on this. Cookies also allow companies to track inform customers to then enable them to identify what audience the website attracts.
Usability ‘Web site usability is not just about making sure everything on the site works, but how quickly and easily visitors are able to make use of the site (Marketing Terms, 2012).’ Having a web site that is quick and easy to navigate through is essential if businesses want customers to keep returning to the site.
Custome
Starbucks In terms of usability the website itself has a clear layout, headings and subheadings allow for easy navigation of the website. The home page has a search engine which enables the user to search for a particular query. It has clear links to both Facebook and twitter pages as well as a large image of the latest hot beverage on offer at Starbucks. Starbucks are quality brand which is the market leader. The website corresponds to the brand values of being a quality leading brand. The design is professional and meets with the standards its consumers expect of Starbucks.
The website itself segments the audience well as it is easy to understand for both new and frequent visitors. Starb mass market, meaning they will expect frequent new visitors to their site which is therefore why there is a lot of in out more about Starbucks as a brand and what it does. It is vital for Starbucks as a website to appeal to all audiences maintaining their attention.
Costa The Costa site however is more interactive when compared to the Starbucks website as it opens with a visual where coffee beans appear to be falling out of the screen. Visual tools like this aid in keeping the customers attention, making a good first impression increasing the customers interaction with the site. The link to the new Costa advert via a youtube video is also useful as it further promotes the brand. The visuals on the site are also easy on the eye but in terms of improving its useability, a search bar at the top of the page would drastically increase the ease of which a person could navigate and obtain the information they are seeking.
allow for nd based mation of
er Orientation
bucks as a brand are looking at the nformation on the site letting people find
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Cafe Nero The Caffe Nero website is clear and easy to understand. It does not however have a search engine which allows for an easier customer interaction with the site. Clear headings are available but the site does not
Pret The website for Costa Coffee is clear and in terms of usability, headings and sub headings make it easier for the customer to navigate through and find what they need. The website does not however have a search engine which means the user has to take more time to find what they want rather than searching for it.
Social experience Companies now have more tools than ever to reach out to customers in a more personal unique way. Social media has now enabled companies to enhance their brand whilst communicating with customers. In the modern age social media is vital in the way in which a company can reach out to certain customer sectors and audiences. From the chart below you can see the differing levels of social media following for each of the four companies shown. In terms of a Company Facebook Twitter social media presence it is clear that Starbucks is on top, proving that as a brand it is Starbucks 955,000 likes 168,823 followers communicating with customers more which Pret A Manger 47,500 likes 12,850 followers helps retain brand loyalty. Social media allows companies to segment their audience; Caffe Nero 29,950 likes n/a it allows companies to target specific products at particular people while enabling Costa Coffee 830,972 likes 18,062 followers them to keep customers attached to the brand. Figures from 27/10/12
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Search Engine Marketing Search engine marketing is the whole idea of promoting a website through search engines such as Google, Yahoo, bing etc as a way in which can increase traffic to a particular website. Gaining top visibility on search engines is an effective way to gain viewers towards the website. Search engines have a list of critical operations which allow them to give certain results when users want to find information.
Search Engine Marketing comes in two forms: PPC: Paid-per-click- these are ads placed on the top or right of the search results SEO: Search Engine optimization: all organic results listed, ranking higher depending on the strength of the meta tags on the page.
These are examples of adverts that appear when searching the query ‘coffee’
Paid Per Click
From this screenshot alone it is visibly clear that Starbucks and Costa are ranked highly in terms of their online presence as they both have an advert for their products from the search results shown above. In other words they are both utilising search engines effectively knowing that it increases traffic to their respective website. When searching queries ‘costa coffee’ and ‘starbucks coffee’ along with the natural search listings both resulted in PPC adverts being displayed on the page. SEO and PPC are both utilised by Costa and Starbucks, enabling viewers to find links to their websites via search engines. When searching queries ‘pret coffee’ and ‘caffe nero coffee’ only the natural search listings came up on the paid, with no PPC advertising. advertisements (PPC) which help sell specific products.
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Meta Tags Meta tags are made up of descriptions and key words making up the HTML codes for a website and are inserted at the header of a HTML document. One of their main purposes is for search engine optimization. This basically means generating traffic to a website through the use of search engines, having keywords specific to the brand in the meta description tag and meta keyword tag. Meta description tag and meta keyword tag are vital for a business in determining its search engine ranking. This is important simply because the higher your ranking the more likely people are to visit the website, generating traffic to the website. Description meta tags are used to describe the web page itself, they should give a brief and concise description of the web page. <meta name="description" content="Brief description of the contents of your page."> Keyword meta tags are used by search engines to make the web page more easily accessible and often contain words or phrases that are unique to the website and define its contents. <meta name="keywords" content="keywords describing the content of your page.">
Starbucks Description: Since 1971, Starbucks has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Keywords: Starbucks, Starbucks Coffee Company, Starbucks.com, Starbucks Corporation, Starbuck, SBUX, Seattle, Seattleâ&#x20AC;&#x2122;s Best, Seattleâ&#x20AC;&#x2122;s Best Coffee, SBC, Pike Place, Coffee, Coffee Beans, Whole Bean, Instant Coffee, Via, Coffee Drinks, Caffe, Caffe Latte, Latte, Mocha, Macchiato, Espresso, Expresso, Espreso, Iced Coffee, Drip Coffee, Brewed Coffee, Coffee at home, Home page, Home
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Cafe Nero Description: The Caffe Nero philosophy is really very simple: Premium Italian coffee. A warm and welcoming atmosphere. Good food and great personal service. Keywords: caffe nero, caffe nero, caffè, caffe, nero, cafe, cafe, coffee, shop, coffee shop, london, Italian.
Costa Description: Find out all there is to know about Costa Coffee - the nation’s favourite coffee shop. Keywords: Costa, Costa Coffee, The nation’s favourite, Coffee, Costa Express
Pret Description: Pret creates handmade natural food avoiding the obscure chemicals, additives and preservatives common to so much of the ‘prepared’ and ‘fast’ food on the market today. Keywords: Sandwiches, Baguettes, Platters, Soup, Salads, Sushi, Cakes Delivery, Deliveries, Handmade, London, Find a Pret. The keywords of the Starbucks website are very useful. Starbucks in comparison to the other three website have a much more detailed description of the web page which is important to search engines. It aids in the search engine optimization of Starbucks meaning they are making the best use of meta tags increasing the accessibility of the website and increasing traffic to the website. Costa Coffee, Pret and Caffe Nero have work to do on their SEO efforts, meaning they may be focusing more on Pay per Click advertising.
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Dynamic Design and Personalisation Dynamic design and web personalisation is all about making the website user friendly, so user friendly that it is like it has been designed for the customer. It is about enabling the customer to feel at ease with the website itself and allowing the customer to interact with the website. Simple steps like remembering a customerâ&#x20AC;&#x2122;s name with a particular welcome message can make a customer feel at ease with the website, cookies allow companies to do this. Personalisation and customisation is vital for all website designs as it can be the difference between losing a customer and keeping them. Businesses will want a website that is unique to them and captures the attention of the customer.
The importance of cookies Cookies in the modern marketing world are vital to the personalisation of a website. Cookies allow companies to store data which is personal to the user. They help to personalise the website experience for the user which is why they are so useful to companies. All personal information from frequent visitors can then be stored onto a database which then enables companies to identify the types of people who visit the website and then taking relevant steps to make their website more engaging for the audience. Membership and sign on services on a website are a useful way of tracking consumer records. They require an
email address that is personal to the user, this can then allow the particular brand to communicate with the customer via email letting them know about the latest products. Both the Starbucks and Costa websites have such a service which allows customers to become a member gaining a loyalty card which will have certain rewards. Both Starbucks and Costa have loyalty cards which increase a customerâ&#x20AC;&#x2122;s brand loyalty and likelihood of using their loyalty cards in store. The whole idea is for customers to frequently buy from shop outlets, building up points and then get something back as a reward for those points. Rewarding customers is a great way to
build a relationship with them. The fact that a customer has to input their email address and password to register is vital for both Starbucks and Costa as it will Starbucks then enable them to use email marketing, targeting certain customers letting them know about the latest deals and offers available to them. Pret offers gift cards to customers enabling them to top up their card online, slightly different to loyalty cards as they donâ&#x20AC;&#x2122;t receive any rewards or incentives to join the scheme, gift cards however
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can increase business especially during festive periods. The fact that customers have to top up such cards online generates traffic to the website, enabling companies to build
stronger relationships with customers. star The design of the website itself is very dynamic, looks professional and as stated earlier meets with the consumersâ&#x20AC;&#x2122; high expectations of Starbucks as a brand. It appears a clear, professional and has a clear layout. The Starbucks website achieves this by having clear links to other areas of the website. A key part of all businesses in the digital age is to have a presence online via social media, the Starbucks website clearly has links to both Facebook and twitter pages. This is a vital way in which the business can easily keep in contact with customers with the latest information
Cafe Nero
The design of the caffe nero website is professional and well laid out with a link to its social media page. Before entering the website you had to choose a nationality, this is a way in which the company can segment its audience and its useful because then the website is in different formats for different nationalities, enabling a global reach for the website. It aids in making it personal to the user and also shows then are reaching a wider market.
Costa The design of the costa website is dynamic and easy to use. They offer a
sign in feature called â&#x20AC;&#x2DC;coffee clubâ&#x20AC;&#x2122; which is a way in which they can then make their website more personal to the user. By signing in as a coffee club member you are able to pick up rewards and in turn increase brand loyalty. With clear links to their social media sites on the home page it is easy for customers to keep in contact with what is happening at Costa on a personal level via social media communication.
Pret
The design of the Pret website is clear and dynamic, with links to social media sites located on the home page users are able to follow what the company
is currently doing on a social media level. This is a way in which customers can communicate with the brand identifying the latest deals and offers available to them.
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Aesthetics
yle t S + r th u s e o l A o C = y + h s p c i a r h g p Gra ypo T d n a ut o y a L +
Starbucks
Starbucks engages visitors as soon as you enter the site, as the homepage is advertising new ‘Pumpkin Spice Latte’. The header of the page is simple as only two colours are used, the white and the green. This colour scheme is kept consistent through the navigation of the site. On the top right corner, there is a search bar which easily spotted and also six titled navigations at the top of web page. The site doesn’t necessarily jump out and is kept simple with its graphics.
Cafe Nero Caffe Nero features a very attractive colour scheme. The colour scheme consists of black, white and maroon. These colour contrast very well and grabs the visitor’s attention. The good use of colours makes the site look sophisticated and appealing to the target audience. The header of the page is kept quite small and consistent, featuring a search bar and also clear headings. The font size is varied throughout the site, and also the graphics on the homepage does not make clear to user how to enter the site.
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hetics Define Define According to Smith and Chaffey (2002), the use of graphics, colour, style, layout and typography create aesthetics. ‘Many web sites indulge in over-elaborate graphics and ignore their audience’s capability and patience to view them’ (Chaffey 2008). Effective web design includes the forms and functions of the websites. In order for visitors of the website to engage in what they are looking at, the navigation, structure and interaction of the website helps communicate the essential values. It is very important for web designers to always consider the audience that is viewing the site. The use of graphics, colour, style, layout and typography create aesthetics, which all together creates a character for the site.
Costa Costa features a bold logo that is recognised considerably. Boldness in text has not been used as this may mislead user to thinking it’s a hyperlink, by doing this, it makes the usability of the site much easier. The layout of the site is clear to navigate around, with the six headings at the top header in capital letters. Even though the site has a lot of graphics going on, it is kept neat and consistent throughout and the layout is clear to navigate around. The colour scheme is not as striking as it could be as the white background makes the site look a bit more compacted than it should.
Pret This site features a strong header of the page with clear titled navigations. The colour scheme of the site is slightly plain, as the white space makes the page look messy. There is no graphics on the page which makes no distraction but also less attention on the site. The typography on the page is written for scannability and is simplistic, the same font throughout. Overall the web page is simple - with very little distraction.
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Page Design Defined ‘Consistent layout is important. Key messages, menus, links, page size and frames versus table all need to be consider carefully for effective web use.’a (Chaffey, 2008) In a website context, what this means is that a good page template design achieves lots of aspects such as aesthesis, clear navigation and emphasis
of different content types. Website designers face a big challenge in what they would like to achieve to be differentiated from competitors. “Copywriting for the web is an evolving art form, but many of the rules for good copyright are as for any media.” (Chaffey, 2008) Copywriting on web-
sites is very different to brochures and mail shots. A good way to think about the text on a website is by thinking CRABS. This means Chunky, Relevant, Accurate and Brief. “Write for scannability and watch the detail” (Chaffey, 2008). Many visitors only briefly scan the page when entering a website, looking for bold text or some sort
of headline that triggers their interest. As readers, we like digestible sorts of information, with roughly about 5-6 lines in the paragraph, some of which that can be hyperlinked for further information. Copywriting not only includes the audience reading the text, but also for search engines to search the information also.
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The page designs and layouts should always be consistent, so therefore throughout a website for consistency they usually feature: The company name and a logo that represents them for identity, this should also link to the homepage. There should be menus and submenus for navigation around the website, and also footer for reference to copyright and the websites privacy information which is usually in small text. Finally, there should be page title for content, such as the product information.
By having a good page template this will achieve many features for the website such as an aesthetic, visually pleasing layout and also a clear emphasis on the different content types of the site. By showing relative importance of different content through size, demonstrates a clear visual hierarchy of the site. Finally, prioritising of marketing messages and calls-to-action for different audiences and products will meet all audiencesâ&#x20AC;&#x2122; needs for persuasion purposes.
Starbucks
Cafe Nero
Starbucks wording on the website is written for scannability and has a good web copy. The best types of information on the website are stated at the start of the text. The reason this has been done is because if it was left ill last, the readers who scan the information will miss it and also some readers may not even scroll down the page.
The text on this site is typed in blocks of paragraphs which looks quite consistent throughout the website. On this site, the visitor is able to quickly move and find what they are looking for. This then leads to structure and the navigation of the site. It is also straight to the point with no waffle.
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Copywrite
Page Design - 2 Costa
Pret
On the Costa Coffee website, the homepage has no writing on it, just images. However the links on the site lead on to more information. These pages have large paragraphs of writing on them which results in the visitor not paying attention to the information.
Pret A Manger has a good amount of copywriting on its site. It’s kept quite simple, so therefore the users will find it much easier to navigate through. Also its simplistic and the same font throughout the site with clear, coloured headings.
Pret uses a device called Rebus that uses pictures to represent words or letters. They have done this by using a 5p coin to represent the letter ‘O’. This engages the reader more and catches there eye on the page.
Starbucks
Cafe Nero
Costa
Pret
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= Ease of Use
Structure & Navigation
Structure + Navigation + Page Layout + Interaction Defined Structure & Navigation ‘..navigation and structure can in themselves satisfy or dissatisfy customers. You need a strong information architecture. Well thought through navigation options are needed to promote flow experiences. Keep your page layout simple, consistent and clearly signposted, and you’re on your way to success.’ Smith, C (2008). The navigation and structure are two very important factors in relation to site design. This relates to the overall structure of the website, and
how easily visitors are able to navigate and use the website. This also determines whether visitors will re-visit the website/ webpage in the future. The easier the experience increases the likely hood or more visits. The formula above demonstrates the factors needed to ensure visitors are able to use and navigate freely on the website/webpage. As you can see all factors work in cohesion with each other.
Starbucks The overall structure of the webpage – www.starbucks.co.uk
is very simple but yet still very effective. The website contains images related to the company’s products e.g. coffee, hot chocolate, tea etc, which also works in cohesion with on display. Relevant information is on display, but not too much information, which is successful as it works in the favour of the website visitors. The less information there is to digest the easier it then becomes for visitors to understand and navigate their way around the website. This is an example of a strong information structure. The typography on displays within the website again is simple but effective, as it
is clear on the eye of the viewer, therefore allowing the information on display to be understood and digested efficiently, this also contributes to the navigation of the visitor becoming simple, creating a flow experience.
Costa The structure of the webpage - www. costa.co.uk , is also simple, but more complex in comparison to that of Starbucks. The overall structure of both websites are similar in relation to the structure and layout, menus bars and images are all placed in a similar positions, whilst videos are also used on both pages. The disadvantage
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for Costa is that the company’s theme colours are a lot more dominant than that of Starbucks, and tend to clash with each other on the website rather than work in cohesion with each other in comparison with Starbucks website. However, the overall Navigation and Structure of the website works well and it is easy for website visitors to navigate their way around the website, again contributing to creating a positive flow experience.
Cafe Nero
In contrast to that of Starbucks and Costa, the navigation and structure of the website - www.caffenero. com, is a lot more simple structure wise with less information on display whilst a lot more complex with its navigation. I say this because the website visitor has to literally navigate his or her way around the website to find different information, whilst on the other hand, the websites of Starbucks and Costa the majority of the information on display, and it’s a matter of clicking a relevant link. (Homepage – Very First Page)
After the website visitor has selected the relevant country, the next page which follows in sequence is then more similar to that of Starbucks and Costa. Again, there are similarities in relation to the structure and layout, whilst menus bars and images are all placed in similar positions. There is no video used on this website and this is a vivid difference between the three.
Pret The overall Navigation and Structure of the website. www. pret.co.uk is again very similar in comparison to the other three and is product based. The layout of the website is again simple and work well for its audience, as there is less information for the website visitor to digest contributing to a confident usage and understanding of the website being developed. Again the website’s basic layout allows the website visitor to navigate around the web site freely, again contributing to a positive flow experience being established.
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Interaction Defined ‘Interaction helps to engage web site visitors by giving them some two-way
Starbucks Looking at the website - www.starbucks.co.uk, we can identify a number of basic interactive mechanisms, which are all successful. The inclusion of a mouse event is effective for a number of reasons. As the mouse is moved over an image on one of the menu bars, a green background appears behind the initial image. This contributes to engaging the website visitor. Also a simple mouse click on any of the images on the webpage enables the website visitor to find out more information or look at the next item in sequence. This also contributes to the
communications plus greater involvement and control over their web exoverall navigation of the web site visitor. Placing the mouse over the text menu also gives feedback as a grey background appears. Again this contributes to engaging the website visitors, but also works in cohesion with the navigation and structure by allowing the visitor to navigate his/her way around the website freely. Website visitors are also are to type requirements or what they are looking for into a search bar, which will then link them to relevant information and appropriate web pages. This is successful as it contributes to creating a positive relationship between text producer and text receiver.
perience’. Smith, C (2008). Appropriate interactions add satisfaction, value and flow to the web site, they help customers to learn about features and benefits, choose
Costa Looking at the website - again it is clear to notice a few similarities between sites. Interactive mechanisms are used in order to ensure that visitors can use and understand the functions of the web site freely. Numerous mouse events are included within the web site, where a simple click on an image takes you to the next item in sequence. This also works in cohesion with the Mouse Roller mechanisms, which are also included, where a selection of drop-down boxers appear when the mouse is placed on top of the various options on the menu bar. This is success-
products and enjoy better after-sales service. Interaction is an aspect which works in close relation with navigation and structure. Again, the aim is to contribute ful as it contributes to engaging the web site visitor. Another mechanism which has been identified is the ability of web site designers being able to search for a particular product or item, and be directed to the next item in sequence with relevance. Again this is successful as is demonstrates control, contributing the site visitors becoming comfortable with the website. ‘Good interactions reinforce brand values’ Smith, C (2008).
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to a flow experience being established, whilst meeting the needs of the web site visitor. There is a variety of basic interactive mechanisms, which web site designers in coop-
Cafe Nero A number of basic interactive mechanisms are also included within the website for this company Caffenero. Again the main aim is to have a positive effect on the website visitors, promoting a flow experience, influencing them to visit the website again. Mouse events are included throughout the page, enabling website visitors to assert some control over the functions of the website, causing them to become comfortable as they navigate their way through the website. Mouse Rollovers and Selection from drop-down boxes are also included within the website.
This is successfully as it contributes to a positive relationship being developed between text producer and text receiver. Similarities between interactive mechanisms used within all websites may be noticed. This is mainly because all company websites share the same aim, which is to cause the website visitor to want to visit the company website again.
Pret Again, in terms of interactive mechanisms, similarities within all of the company’s websites are noticeable. The consistent use of mouse events within the website is effective as they develop a ‘flow experience’ for website visitors. This is successful as it engages its target audience and may therefore influence the consumer’s behaviour by causing them to re-visit the website. The use of company related images and bright colours which work in cohesion with the company’s logo again are successful as they gain the immediate attention of the target audi-
erate in order to satisfy website visitors. These include a Mouse Click, Mouse Rollover, Selection from drop-down boxes, Drag and Drop and Slider, same choice. ence and website visitors. This is also supported by the use of large fonts, which enables product and company information on display to be digested by website visitors.
Mouse event
"Appropriate interactions add satisfaction, value and flow to the website" (Smith 2008)
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Analysis and conclusion 3 - The objectives of Website Design The objectives where not as clear becuase the of the diffrent usues of the webiste. 4 - Online Value Proposition 5 - Customer Orientation 6 - Dynamic Design and Personalisation The keywords of the Starbucks website are very useful. Starbucks in comparison to the other three website have a much more detailed description of the web page which is important to search engines. It aids in the search engine optimization of Starbucks meaning they are making the best use of meta tags increasing the accessibility of the website and increasing traffic to the website. Costa Coffee, Pret and Caffe Nero have work to do on their SEO efforts, meaning they may be focusing more on Pay per Click advertising. 7 - Aesthetics Conclusion Overall, all four of these websites aesthetics are fairly good in their own ways. In terms of
colour scheme, graphics and the use of space, Caffé Nero has the best web page appearance. Starbucks follows second best for the simplicity and neatness of the web page as the size of advert and navigation is very clear. Recommendations would be for the Pret A Manger web page to feature some sort of graphics to appeal to visitors on the page as there is no engagement when navigating. However, on a positive note, neither of the graphics on all four sites over shadows the headers or the logos of the site. 8 - Page Design By analysing all four of these websites, I would say Costa Coffee lacks the most writing on the homepage, whereas compared to Starbucks, the website has a good web copy and is easily interpreted. Copy on websites should always be relevant and accurate to the purpose of the site so therefore all four of the sites have achieved to deliver this to the reader in their own ways. Rec-
ommendations may be for Costa Coffee, as on a lot of its pages there are large chucks on writing which may result in the visitor of the site being bored and not paying attention. 9 - Navigation and structure Navagationa nd structure From relevant research, it is clear to conclude that the four web sites all follow a particular structure and layout format, which is easy on the eye of its audience. This is a common trait and is successful for the mere fact that it serves its purpose, by contributing to a positive flow experience being established. All of the websites have in cooperated aspects of ‘facted navigation’, where a number of options in each category or sub-category are shown. The primary purpose of the web designer is to try enabling flow, allowing customers to find the information they want through clicking on the menu options and graphics, enabling them to feel in control whilst creating an enjoy-
able experience. All of the four web sites do this well, however I believe that, Starbucks choice of colours work well together, which enhances the likelihood of web site visitors feeling comfortable whilst navigating their way through the web site. It is kept simple and consistent, and the inclusions of ‘Signposts’ on various pages work well, as it informs visitors where they are within the site. 10 - Interaction Conclusion - Interaction In conclusion, Starbucks use a number of interactive mechanisms successfully, automatically gaining the attention of its target audience and website visitors, as well as using Mouse Events, Mouse Rollovers and Selection from drop-down boxes to create a ‘flow experience’ both work in cohesion with each other to achieve the objectives set by the website designer and indeed the company itself Starbucks. A number of similarities in trends and interactive mecha-
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nisms has been noticed through the research conducted. Insight then shows that the similarities noticed are linked to the objectives of the web designers from each company being similar. All websites seek to gain the attention of its target audience as well as have an effect on the consumers behaviour causing them to re-visit the website.
References 1. Chaffey, D. (2008) Emarketing Excellence. 3rd ed. Oxford: Butterworth-Heinemann. Caffenero. Hompage. Available: http://caffenero.com/. Last accessed 12 Nov 2012. Chaffey, D (2008). eMarketing eXcellence. 3rd ed. Oxford: Butterworth-Hienmann. 264-272. Costa. Hompage. Available: http://costa.co.uk/. Last accessed 12 Nov 2012. Starbucks. Hompage. Available: http://starbucks.co.uk/. Last accessed 12 Nov 2012. Pret. Hompage. Available: http://pret.co.uk/. Last accessed 12 Nov 2012. http://www.nyu.edu/clubs/web.design/education/ecommerce/e-commerce%20Website%20Design.pdf (PAGE 9)