In 2002 Gucci was one of the first luxury brands to invest in the web, and to consider it as a valuable and complementary channel. Today the online luxury shopping experience provided by www.gucci.com is equivalent to that of physical stores, with more than 3,000 products available to customers. The online store is also responsible for directing a significant portion of customers to the bricks-and-mortar stores around the world. Gucci continues to invest significantly in technology, infrastructure and specialized personnel to support the ongoing rapid expansion of its e-commerce business around the world.
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| Gucci Home Page |
Addressability
Strength
The first page shows Gucci’s latest collection in a slide show. Gucci is a brand where consumers go for inspiration. It is very clean and simple.
Weakness
The simplicity of the website might be too boring for the new generation. We like more interactivity.
Opportunity
Update the website to fit the interest of the millennial generation at the same time keeping the sophistication. Millennial are one of the biggest customer segmentation.
Threat
Louis Vuitton homepage is sophisticated yet more inviting and exciting, and we can see that they are targeting younger customers.
Interactivity
Strength
Registering for email newsletters is simple and customers can pick the category they want to know about such as handbags, therefore not being flooded with emails about all their products.
Weakness
There is no live chat at Gucci.com
Opportunities
Create an option to live chat at Gucci.com. It helps to make the website have a more personal feel. Today live chat is being used in e-commerce websites to reduce shopping cart abandonment and as an effective up-selling tool to generate more revenue per customer for the website.
Threat
Gucci competitors have live chat in their websites.
Memory
Strength
Cookies: Gucci uses cookies and tracks IP addresses to find out which web pages are visited and how often, to make the web site more user friendly, and to give customers a better experience when they return to the website. For example, cookies allow Gucci to save customers’ password so they do not have to re-enter it every time they visit the site.
Weakness
Cookies can be disabled or purged from your browser if you so choose.
Opportunities
Gucci can better market the advantages of cookies to the customer so the customers are more willing not to disable cookies from their computers.
Threat
Gucci cannot guarantee the proper functioning of Gucci.com if the customer chose to disable cookies.
Control
Strength
The search function is detailed, allowing users to refine by color, type, category and material. The navigation on some pages link on the both the bottom left and right hand side so users can’t miss it.
Weakness
When we click on a product category such as handbags, products can only be viewed by collection, not by color or price.
Opportunities
Give customers the opportunity to filter the products by color and price as well, so it would save them time.
Threat
Gucci’s competitor, Louis Vuitton lets customers filter products by materials and color.
Accessibility
Strength
Gucci offers e-commerce in 27 countries and in seven languages.
Weakness
Not all GUCCI products are shown in this Site. Not all products shown on this Site are available at all Gucci stores.
Opportunities
Add more languages for the customers to shop in or even just browse. Also Gucci can add all their products available online for the shoppers. This can help increase sale.
Threat
Gucci might lose some online business since they do not have all their products online.
Digitalization
Strength
In an effort to provide the ultimate shopping experience online, Gucci uses Scene7, an online shopping application. The visual capabilities offered by Scene7 allows shoppers to zoom fast and pan on high-resolution product details providing enhanced visual information with an interactive experience. Also, the unique user interface enables shoppers to feel like they are browsing the retail store shelves. It allows shoppers to select an item, see an enlarged view of the item and displays additional product information without opening a new window or page enabling the customer to check the fine details of the product.
Weakness
Digitalization moves customers away from making personal connections with the stores.
Opportunities
Feature live fashion shows on the website.
Threat
The digitalization of so much detailed information about Gucci might make it easier for people around the world to make counterfeit products.
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