strengths and weaknesses -- Marketing370-Consumer Behavior

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Date Posted: 10:52:36 04/11/02 Thu
Author: jennifer
Subject: strengths and weaknesses

Heather-
I emailed you both of my papers. I thought it might be easier for you. Thanks for putting it together. See you Friday.
Jennifer

Strengths and Weaknesses of Website

Kmart's website is bluelight.com. They have many strengths. Among them are: strong customer service, display of the weekly store ads, tracking of orders, and a lot of information to help out customers that is easily accessible.
One of the first strengths of their website is if you type kmart.com, the browser will automatically take you to bluelight.com. The website is very easy to navigate, giving you a choice of what department you want to shop in. Another strength is there is a homepage button on the top of the screen. This allows a user to go back instantly to the homepage, regardless of what page he/she is on. This is very convenient and saves time.
Another strength is the weekly Kmart store ads are displayed. A customer can view the ad exactly as it appears, and can order from it. This is very convenient if someone misplaced an ad, didn't receive one, or has no time to go into a traditional store and shop. Families with children and the elderly can greatly benefit. If a Kmart is out of an item, a person can order it online. Also, the website features daily online sales that are only offered on the website. This is good for bargain shoppers.
The website has an exceptional ordering system. When a customer chooses an item to order, the website shows: the product description and features, the availability of the product, and when the order will leave the warehouse. Shipping and ordering information is very easily accessible to read. People can read about shipping information, such as shipping policies for standard and special shipping items. Also, a customer can track his/her order online. All of these factors make ordering easy and are strengths for the website.
Customer service is offered on bluelight.com. A user can contact customer service twenty-four hours a day, everyday. For example, people can write about customer service experiences (good and bad), inquiries about rain checks, and check for product recalls. A response is always given. This is a great strength because it gives customers someone they can always contact.
Users can access the Kmart pharmacy. A customer can refill existing prescriptions, request a new prescription, and transfer a prescription to a Kmart pharmacy. This is a good strength because it allows people who are too busy and the elderly the opportunity to do these activities without physically being in the store.
Another strength of bluelight.com is the store locator. If a user doesn't know where the nearest Kmart store is, he/she can type in their city. The website shows phone numbers, maps, and directions for the nearest Kmart. This is good for a few reasons. A person may move to a new area and wants to know where the nearest Kmart is, or if a local Kmart is out of an item, a person can look for the next closest store and either call or visit the store.
Kmart's website offers online applications for employment and the Kmart MasterCard. This is a strength because people can fill either one out any time they want, without having to go to the store to get one or bring it back. Many more people have the opportunity to fill out these applications.

Weaknesses
Bluelight.com has many strengths. However, there are a few weaknesses. For instance, it takes a while for someone to respond to inquiries. This may cause some customers to take their business elsewhere. Also, you can't actually see the products physically, only the pictures. People cannot try on clothes, shoes, etc. They cannot see how items will fit until they receive them. But, this is true for any website that sells clothes.
There aren't that many weaknesses of the website. Overall, bluelight.com is a very strong website internally.

Hoover's Handbook of American Business 2000. Ed. Gordon Anderson. Companies A-K.
Austin, Texas: Hoover's Business Press, 1999.

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