Thursday, May 7, 2009

Pick 'n Pay. First impressions and comparisons

My initial response to pick 'n pays visual layout of their website, resulted in clutter. The website is not user friendly and becomes complicated when trying to do a simple task such as locating a type of food or beverage. The home page is also filled with misleading buttons that are not made clear as to where they will take the user. Colour schemes are also too vast and are not giving credit to the brand architecture, which in turn leads to a disjointed brand image.

In comparison to that of local competitors such as, Checkers, Woolworths and Spar, the Pick 'n Pay website has its good and bad usability functions.

The Woolworths website does not have as much clutter and consists of more proffesionalism in terms of layout, design and colour schemes. You can not, however browse the site past a certain point without being registerd, but wth the pick 'n Pay site one can browse and not be registered, the problem is that one tends to get lost.

The Checkers website also fits the profile in terms of colour scheme and is more cluttered by information than design. The home page takes the user straight to browsing their products, which should rather be a clear link or button, their online product categories are also very limited. Pick 'n Pay however have a widespread choice of products, but the user can be mislead as they are not categorised efficiently.

The Spar website has a colour scheme made up of various shades of green, but the user still gets lost in the layout because of an over clutter of information. Through analysis of the site, it was discovered that they do not have online shoppng option, this could work in advantage for Pick 'n Pay if their online shopping experience were to become more user friendly.

In general evrything that the Pick 'n Pay website needs is present, it is just poorly executed and could do with less clutter, but more extensive research must be completed, to locate more competitive advantage for Pick 'n Pay's online engagement.

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