Ineffective (Gome)
I think Gome is an ineffective example on internet marketing and there are a number of areas that can be improved. First of all, the web page can include product details with pictures. Most customers would like to check if the product they are looking for is being sold in the store. The prices and pictures could attract them to visit the local store.
Secondly, the web page should contain the store locations and their addresses. A “store locator” would be useful for customers to find the closest store in their area. The size or the services provided by each store can also be included.
In addition, they can put more pictures or videos on the web page to make it more colourful and interesting. This can attract more customers to visit their homepage.
A blog can also be added for customers to leave their comments and suggestions. It does not only provide a way for people to express their opinions, but also for them to read the reviews from others. It enhances the interaction between customers and the company, and reinforces the good relationship with the customers. It also helps the company to improve their services.
Effective (Ikea)
http://www.ikea.com.hk/chi/main.html (Ikea HK homepage)
Ikea is doing excellently in terms of internet marketing. The front page of their HK website contains a crazy sale section at the top and some other images relate to their products and services. This can attract customers as people always prefer to buy cheap products. Besides, there are different tips and ideas for home design, such as how to make the room look bigger etc. These ideas are useful for those who are moving into a new flat and people would purchase the products if they like the ideas.
I appreciate that the homepage states clearly the prices for the products, assembly service charge and delivery charges. Customers can have a summary on all the prices before visiting the stores.
The location of all the stores can be found on their web page. They provide the full address of the stores as well as a map. Customers would be able to find the nearest store easily.
Regarding the contact methods, there are contact numbers and email address on the website. When you click on the email address, it will prompt up with outlook express window. This is convenient for customers to send their enquiries or comments.
http://theikeablog.com/ (Ikea Blog)
Other than the homepage, there is an Ikea blog. People can view the Ikea catalog and brochure online which include all new products.
The most impressive idea is customers can post articles and leave comments on the blog relating to any products and services. These valuable suggestions can help Ikea to make improvement and other people can get extra information via reading those comments.
There is a function for which people can subscribe the pages by email or RSS Feed (For example, My Yahoo). After doing this, customers do not have to visit the blog regularly but can still receive the new contents added in the blog.
Great examples and explanations, Cherry ! I agree that Ikea is doing a great job with its Internet Marketing efforts. Gome seems to be targeting investors rather than individual consumers with its web site.
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