SuperDry

Part 3 : SuperDryStore eBay Shop – The Not-So Good Points

Carrying on from where I left off in Part 2 : SuperDryStore eBay Shop – The Good Points, time to get into the not-so-good points. These are in no order of importance I hasten to add, they all need consideration though:

SuperDry – eBay Outlet?

If this is the fastest moving account of eBay’s and thier token ‘we’ll-put-a-SuperDryStore-item-on-daily-deal-at-least-every-other-day’ account (I kid you not, look at the RSS feed for the daily deals, should be called ‘SuperDryStore Deals’). My point being, SAY you’re an eBay outlet.

Referring back to the models back in Part 2 put your best assets forwards and being an eBay Outlet is a damn good asset. Add the eBay Outlet logo, announce it clearly.

This one scores 10/10 on the no-brainer score chart. Always put your ‘Unique Selling Points’ (USP’s) forwards in the best possible light as possible.

So… Nice landing page, WTF happened to the rest of it?

For those not converse with leet-gaming-speak, WTF stands for ‘What the F***’ and in this case is makes the point perfectly.

Homepage: http://stores.ebay.co.uk/The-Superdry-Store
WTF Happened to the Design????: http://stores.ebay.co.uk/The-Superdry-Store_Mens-Superdry-Bags/_i.html?_fsub=309702719&_sid=401545409&_trksid=p4634.c0.m322

See my point now?

This isn’t just a one of those crap 1/2 done sites that Frooition have been making [a ‘pretty’ home page and a ‘shop header’ and then failing to theme the rest of the site, example here] its an utter annihilation of the homepage and then some.

  • Where has the left menu gone?
  • Where is the search box?
  • WTF has happened to the three USP’s?
  • Where is ANY sign of ANY branding?
  • I’m lost. Who was this again? I’m leaving.

On a serious not, this is not a joke. DO NOT MAKE THESE SILLY MISTAKES (wow I have resorted to using caps lock), but hey, this is seriously poor form by all parties.

If you have a brand or even just a little logo and a colour theme, then carry this theme consistently from your eBay shop home page, to your search & category pages, content pages, into emails, into your website, into… everything, its your brand.

Learn By (much better) Examples

Here are two examples, one where they have paid for a shop design and one where they have at least got a common brand going on.

OutdoorValue eBay ShopRochFord Tyres eBay Shop
http://stores.ebay.co.uk/outdoorvalue/http://stores.ebay.co.uk/Rochford-Tyres

Looking at OutDoorValue’s eBay shop, the branding is clear and carried to all parts of their business. eBay shop, listing template, shop pages, search pages and most importantly their website.

Rochford Tyres while not the most ascetically pleasing, has got most boxes ticked, their brand appearance is ‘remember-able’ and is common across their eBay activities, although their website is of a differing name http://www.alloywheels.com/

The point being, if you have a a ‘brand’ use it everywhere.

Singular ‘Front of House’ Model

After ‘dissing’ Missguided.co.uk a few day s back in this post about a silly design flaw, what they do very well is have an extremely ‘fit model’ for the majority of their artwork (see here for an example, stunning eh?). They have diversified since and introduced more models over time, but the point is that a ‘common face approach works’. If you can afford a model, use one!

Dead Categories

Out of the 18 categories they have in the left menu of their site, they have four that contain no products, thats a 22% chance a browsing buyer is going to go to a dead page, nice.

The biggest tip here is to use the eBay categories menu bar and refrain from using hard coded category menus. The eBay category bar updates automatically depending on your item counts, while not instant (insert private joke about eBay saying the eBay shop updates instantly and it took 24 hours with a massive UK retailer *coff* Tesco’s *coff*, oh how that made me giggle) it does update eventually with no manual coding.

Clothing = Clear Returns Policy

The #1 concern for the people I have spoken to when it comes to clothing is “I need to feel reassured that I can return it if it doesn’t fit or if I plain don’t like it“. SuperDryStore fail on this and get a 1/10.

The ‘tiny’ returns page link is along the top and should really be featured in the main description or header somewhere. Even if you have a poor returns process, 90% is appearance and 10% is doing.

The returns page is cluttered, cut to the point, spelling out in simple terms, make some bullet points about it. Lets have a suggested version of this page, cutting out the waffle:

7 Days from Receipt Returns, No Quibble Returns Policy

  • We gladly accept returns
  • Refunds processed in less than 5 working days
  • Sorry, you cannot return to one of our stores

If for any reason you are not 100% satisfied with your amazing purchase from the SuperDryStore, just let us know by using the eBay Resolution Centre. If you’re not sure, see eBay’s help page here or of course you may contact us directly here.

See that’s a lot nicer than the ‘stuff’ they got cluttered on their returns page and gets the point clearly and efficiently across. Although if this is yours I’d suggest you add a little more content around this after it and especially include your address.

Last eBay Shop Gripe, ‘The Picker’

If you’re going to pay for one of these item pickers for your home page, make sure the organise it in alphabetical order. Joe-Public-Customers are idiots, don’t try and make them think, they’re just not capable if it. Its your sole job not to let them think.

Its Your Store, Use It

Only you are responsible for your own store, even if you just add a logo or tidy up your returns pages, its a bonus. As I said above, its ‘our’ job to make sure ‘Joe-Public-Customer’ does not have to think and making him panic by loosing ‘branding’ for what is a very easily solved issue is going to you loose you customers.

Click here to view part 4 of this series

5 replies
  1. Duncan
    Duncan says:

    The model link doesnt work :( gutted they replaced it with a 404 :((

    Loving these superdry articles it was a mess for a long time, I don’t get that they pay so much for the search tool and the use on front page. The fruition comment :))

    Love the blog seeing you don’t blow smoke up people’s arse :)

    May the force be with you

    Reply
    • Matthew Ogborne
      Matthew Ogborne says:

      Howdy Duncan,

      Love the blog seeing you don’t blow smoke up people’s arse :)

      Yea, have learnt to be a little more tactful since I wrote this article, its over a year old now (Nov 2010), although even though they’ve added a Sovoia widget, its not used on any of the sub pages, I just don’t get it?

      Thanks for the comment.

      Matt

      Reply

Trackbacks & Pingbacks

  1. […] well SuperDryStore got their 100% hit here with both options being available to them (note back to part 3, this shop should be called SuperDry eBay Outlet in my […]

  2. […] in some artwork too, don’t be doing a SuperDryStore and see this article for more information Part 3 : SuperDryStore eBay Shop – The Not-So Good Points.Add value to the person who has clicked on the page by giving them the information they were […]

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