swot & variables

addressability:

• account sign in/recognition
• create a wish list and send to friends/family
• check order status
• "you may also like" based off of previously viewed items
• ANTHRO account
• birthday discount
• 2 free shipping periods per year
• exclusive online shopping
• user profile (name, address, email, phone, birthday)
• view order history



interactivity:

• customer reviews
• 5 star ratings
• user pictures of products
• ability to share products on all levels of social media (Facebook, Pinterest, Twitter, Email)
• "the MAGAZINE" - monthly link for customers to read and be inspired
• How-To's - outfitting tutorials
• current trends
• employee "must-have" items
• outfit ideas
• inspiration
• decor
•  relative topics

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memory:

• all customer's information is saved in private files on the site's secure web server and in their internal systems
• customers can access public "wish lists" of friends and family
• check order status of a purchase and track it
• cookies are used to track all computers that has visited the site and to help better arrange the website content and layout

control:

• customers can shop by category from the drop down menu at the top of the page
• within each category there are several sub sections to narrow their search
• search and shop by size, color, designer, price, top rated, online exclusives, most reviewed, and new arrivals
• each product offers a "quick view" without redirecting the customer to a whole new page
• under the gift category, shoppers can narrow their results by guys, gals, kids, hostess gifts, monogram items, or price

accessibility:

• personal shopper help in-store or online
• schedule consultation by email, phone, or fax
• send a message on the site with comments, questions, or concerns
• reviews
• shows how many times an item has been reviewed
• shows who has reviewed the item
• shows customers age, city, height, body type, personal style, and picture

digitalization:

• digital zoom to showcase unique details on products
• offers to open item's image in a larger window for extreme zoom
• shows pictures of every angle
• shows the product being used with other items

SWOT ANALYSIS

Strengths:

• affluent brand identity and recognition within industry and target market
• loyal customer base that connects with the brand
• part of URBN INC - a successful and growing company
• unique products that can only speak to Anthropologie

Weakness:

• target market is narrowed by customers thinking it is a "women's only" store
• no free shipping

Opportunities:

• expand benefits within the ANTHRO loyalty program
• make the loyalty more specific and special

Threats:

• economic down turn affects the industry
• customers are loyal to competitors for their basic items and other wardrobe staples