Image by Zoran

I was quite chuffed, this morning, to have a short article on web usability published in The Journal. Much of what I wrote is, or at least should be, common sense: essentially, the need to understand what information your customers are looking for, and to give it to them in a way that is clear and engaging. Though the examples I used in the article related to tourism websites, the same principles apply across the board, including to retailers.

To be fair, many of those retailers with ecommerce sites have become increasingly adept at offering an easy and stress-free user experience. On the pure etail side, for example, Play.com’s clean, uncluttered interface makes it a pleasure to use – sometimes, it has to be said, more so than the increasingly complex Amazon.co.uk. Similarly, in more niche markets, many of the sites submitted to my Home Interiors Directory and Garden & Landscape Directory manage to combine a user-friendly online shop with a quirky and distinctive tone of voice.

Among those retailers that straddle both bricks and clicks, JohnLewis.com is particularly effective at conveying those brand values of space, quality and attention to detail that are similarly prominent within its stores. In contrast, I tend to find the Ikea website confusing to use, and normally end up heading to the physical store at MetroCentre instead.

Generally, though, I often find that it’s those retailers with simpler sites – providing basic information about the business, rather than e-commerce functionality – that would benefit most from an online revamp. So, using the example of department stores, how about some candidates for those retailers that I think are most or least effective at managing their basic online presence?

Fenwick website

One retailer whose website has always disappointed me is Newcastle-based chain Fenwick. Though the site’s content has been beefed up of late, and now provides core information about the company and its stores, its imagery and overall appearance is somehow cold and aloof; certainly, there’s no sense of the retail theatre that you get when paying a visit to its Newcastle flagship.

Williams & Griffin website

In contrast, the website for Williams & Griffin – a department store that Fenwick acquired in 2008 - conveys a much warmer and more engaging feel through its purple palette and use of colour photographs. Coverage of individual departments within the store is also more comprehensive than on its parent company’s site. Instead, Willie Gee’s main oversight is failing to tell us, anywhere on its home page or ‘about us’ section, where the store actually is. Thankfully, the ‘contact us’ page reveals that we can find Williams & Griffin in Colchester.

Bentalls website

Over to another Fenwick acquisition – this time Bentalls, in Kingston-upon-Thames and Bracknell – and yet another different set of brand imagery. The layout and content of the site is functional, but the overall look is cheaper and less slick than you might expect for a quality department store brand. Generic smiling women stock photos, an unreadable scrolling ticker, and – worst of all – an @btconnect.com email address (should you fancy the advertised cookery classes) all convey a less than professional image. Equally, the ‘copyright 2006′ tag and lack of any news stories give the impression of a site that is not lovingly maintained.

Beales website

If the Bentalls site conveys an image that seems at odds with its brand, Beales’ problem is that its site struggles to convey much of a personality at all. The home page is dominated – overwhelmed, even – by an enormous offers banner, yet the site gives only a limited feel for what it’s like to shop at a Beales store. Even the ‘about us’ page links to a ‘corporate statement’, its talk about ‘entry price points’, ‘trading policy’ and ‘assortments’ squarely aimed at shareholders rather than customers. Shoppers are unlikely to be wooed by the revelation that “value, at all levels of the market, plays an increasingly important part for our customers [sic] shopping basket”.

Encouragingly, we are promised a ‘new website’, ‘coming soon’ in autumn 2009; there’s even a countdown timer, helpfully informing us that the ’time until launch’ is ’34 days, 2 hours, 10 minutes and 26 seconds’. That’s undoubtedly good news, but it’s always a risky ploy to make such a big deal of an upcoming website revamp – not only are you building customers’ expectations about what they can expect in 34 days’ time (which is fine, assuming that the new site meets or exceeds those expectations), but you’re also effectively saying to shoppers that “we realise our current site isn’t very good”.

Lewis's website

One site that is too new to require a Beales-style makeover is that for the iconic Liverpool-based department store Lewis’s.  The Lewis’s site is largely effective, speaking with a distinctly local voice that successfully conveys the retailer’s independence and uniqueness. The site also celebrates the store’s heritage – with historic photos, and visitors invited to ‘submit their memories’ – at the same time as providing plenty of information about current and planned developments. If you were to pick fault, you might argue that the site sometimes has too much going on – for example, it might benefit from a little more white space, and less content disappearing off ‘below the fold’.

Rutherford & Co website

After so many niggles, we should probably end on a more positive note. One site that I particularly like is that for Rutherford & Co, an independent, family-owned department (or ‘lifestyle’) store based in Morpeth, in Northumberland. Where the Fenwick site fails to do the physical store justice, Rutherford & Co has packed its site with beautiful photographs that effectively convey the rich and quirky instore experience. “Welcome to the sumptuous world of Rutherfords”, the site’s home page declares, and – for once – it really does deliver on its promise.

Thank you to Zoran for making available the image used at the top of this post.

Wellworths store in Dorchester. Photograph by Nigel Mykura

I was interested to read on This is Money a few days ago that Claire Robertson of Wellworths fame is apparently in talks with “unnamed venture capitalists” (are they ever not unnamed?) over funding for expansion. The article claims that the Dorchester-based enterprise is hoping to open up three more former Woolies stores before the end of 2009.

This is good news if it’s true – towns across the south of England seem to have been clamouring for their very own Wellies – but like any new business, Wellworths will need to be careful not to grow too quickly and beyond its means. After all, the rapid expansion and equally rapid demise of DVD retailer Silverscreen is a reminder of what can go wrong.

In the meantime, one useful thing that Wellworths could and should do is to give itself a proper online presence. The company cannily made sure that it registered the domain names wellworths.com and wellworths.co.uk before anybody else could, but these currently point only to a holding page. Given the public and media interest in the business, this seems like a wasted opportunity.

Wellworths.co.uk holding page

Of course it would be unrealistic for Wellies to actually trade online, but it would be great to have a simple but decent quality website that provides details of what the store sells and what it’s opening hours are. It would also be a good move to have a blog or news section, giving Claire and her staff an opportunity to update on new developments and promotions instore.

Wellworths’ launch was a masterclass in effective use of PR, but it’s important not to let things slip as the business develops – the interest and goodwill is still there, so why not capitalise on it?

Incidentally, the main topic of the article mentioning Wellworths’ reported expansion is the departure of Shop Direct’s group trading director, David Inglis. Shop Direct, of course, has recently relaunched Littlewoods Direct as Very, and is also behind the recent high profile relaunch of Woolworths as an Internet-only retailer. The article, perhaps unfairly, tries to make some link between Inglis leaving and “speculation that the [Woolworths.co.uk] business was in difficulty” – as far as I’m aware there’s no evidence that the new Woolworths operation is struggling, but it will of course be fascinating to see how it fares over the coming months.

With Wellies on the high street and the new Woolies online, it’s easy to forget about another proposed reincarnation – former Woolworths commercial director Tony Page’s plan to “relaunch the company in all but name” with a potentially 200-strong chain of as-yet-unnamed variety stores. Page’s plans seem to have gone a little quiet of late, but his latest Twitter post, from 13 July, suggests that they are still ongoing – “lots of empty property to fill, and jobs to create”, he writes, with the promise that “We’re working hard on it”. Let’s wait and see if Page is as good as his word.

Thank you to Nigel Mykura for the use of the photograph of Wellworths, which is © Copyright Nigel Mykura and licensed for re-use under the Creative Commons Licence.