Presentation Transcript

1. Schuylkill Valley Sports www.Svsports.com

   Peter Marsh 2/1/2012
2. Sporting Goods Industry Online The WWW has mostly benefited the sporting goods companies that have large economies of scale and well-known national brands. Like many other industries, this smaller chain must complete against the efficiencies of large national big-box brands like Dick’s and Sports Authority The WWW also adds the possibility for competition with the manufacturers as consumers could possibly order the product direct from them
3. Goals of Research/Presentation Find problems/issues with webpage Random individuals to test specific task execution Review Checklist and Heuristics Compare to Industry Leaders Dick’s Sporting Goods Sports Authority Improve Provide suggestions and explanations for improvement
4. Target Audience for SVSports.com Consumers Individuals Children Young Adults Those searching for specific product Deal hunters General Mall Patrons Parents Teams – local organizations that need to make group purchase of ten or more items at discounted price Schools that are looking to make large bulk purchases Manufacturers and potential business partners
5. Purpose of SVSports.com Website Easy to navigate and informative Market directly to target audience and increase sales volume Prevent business from shifting to big-box and other online retailers Effectively display product offerings Communicate convenience of SV Sports Differentiate itself from big-box retailers
6. Random Subject Testing Five individuals Tested the SVSports.com and Dicks.com websites Two women and three men between ages of 23 and 57 23 year old represented teenager and young adult audience 25 year old represented young adult audience 29 and 35 year olds represented parent and young adult audience 57 year old represented parent audience VS.
7. Task List for SV Sports and Dick’s Find nearest location and hours Buy a hockey stick for youths Contact information for group/team sales Cost of a Rawlings baseball glove Order a baseball bat online Send a gift card to someone Buy ski boots Identify sales promotions Find Jordan brand sneakers Find most expensive skateboard deck
8. Random Testing results General consensus was that both sites were fairly easy to navigate The number of clicks was essentially the same Similar arrangement of links Both had effective search engines that enabled users to quickly find products or confirm that they do not carry product Group Sales information was better at Dick’s with phone contact Differentiation noted The Dick’s website was are bit more modern but that is to be expected when comparing size of companies Increased store inventory at Dick’s Clearer sales promotion information
9. Expert Analysis/Conclusions Minor Issues Site looks slightly outdated but to be expected based on small size of company Does not highlight new products to arrive which would be reason for many consumers to visit webpage Major Issues Promotions banner linked users to different products each time and not all items were on sale price Group Sales page was a bit confusing with lack of contact information
10. Recommendations Differentiate from Dick’s and Sports Authority Highlight local and small store feel as benefit Make new or promotional offerings more apparent on webpage Increase information and contact phone numbers for group sales page as this is key reason why business is successful Stress expertise in customized service Highlight the ease of purchasing online and speed of shipping One area where SVSports.com wants to be exactly the same as Dick’s is the volume of online sales. SVSports must realize that in order to compete in this area they must assure consumers that the buying experience will be just as reliable. Simply having a functional website is not enough to attract consumers

11. QUESTIONS?

    QUESTIONS?