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A myriad of bubblegum pink, red and orange bubbles peacefully effervesce up each page generating a cheerful and inviting image |
Website of the week: James Richardson Duty Free
Australian company James Richardson Group operates duty free shops in downtown Australia and at Israeli airports, seaports, border crossings and onboard cruise liners.
Style
With the gaiety and appeal of a carnival, James Richardson Duty Free‘s online showcase is a welcoming site. A myriad of bubblegum pink, red and orange bubbles effervesce on each page, generating a cheerful and inviting image.
It is quite unlike any other travel retail website in its candy-coloured, light-hearted approach and there is no denying the intrigue factor here.
And despite evoking innocent images of bubblegum and balloons, the site somehow manages to maintain a sense of seriousness. It is relatively gimmick-free and avoids any frivolous automatic pop-ups or forced music videos. So far, so good.
Each page comprises colourful group product pictures. Of good quality, the pictures sit boldly in the centre of each page. This visual boldness appears to be a running theme as the site is visually led. There is minimal text and a lot of bright, cheery images. There is even the option of a “˜Virtual tour’ of James Richardson Duty Free, which comprises a short film of the interior accompanied by some sort of elevator music.
In terms of overall style, it’s thumbs up for James Richardson Duty Free, thanks to its keen effort to attract the consumer. But once it has drawn the shopper to its site, does it deliver?
Content and usability
The homepage is alive with bubbles and amid the activity lies a column of menu buttons on the left hand side and a row of buttons running across the bottom of the page. The former comprises all product categories from Perfumes & Cosmetics to Duty Free Sports. The latter consists of Contact Details, Currencies & Cards, Pick up Service and Ship Chandlering. Both menus appear on every page.
Enthused by a button called “˜pick up service’, users may be forgiven for assuming that there is a pre-order facility aboard this intriguing website. But Pick up service actually refers to the facility to store purchases at James Richardson Duty Free on departure and collect on arrival – an increasingly common and important element of a good travel retailer’s offer.
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To celebrate the launch of our new Travel Retail Web-Wide Index, each week we put the spotlight on one of the growing array of dedicated travel retail websites or web sections. Click here or on the image to read the index. |
After a promising start and home page the website stumbles a little when it comes to homing in on the range. Each category offers promotions but not much more. For instance Spirits presents three special offers. This suggests that the website is trying to create an incentive to shop. Wouldn’t this be the ideal opportunity to display available items? Wouldn’t the consumer be interested to find out which brands/items are on offer?
Click through on every button though and what do you find? A full range of spirits or tobacco on offer? Selected highlights? Neither. All the user will discover is promotions – ‘2 for $29.90’ or ‘2 for $35.90’ in spirits, for example.
Let’s look at confectionery. The same problem – ‘buy four get one free’. Why not preview at least some of the very good product offer that James Richardson, one of the world’s best travel retailers, offers in-store?
While the overall approach may tempt some airport-bound users to shop at the store, there’s something curiously half-hearted about the whole affair. James Richardson could do more to tempt them, showcase to them – and sell to them.
Navigation is easy thanks to the simple layout and clear signposting. This is a basic and simple website in content, layout and design. This is laudable, but as there are no interactive features, it borders on being flat and static in parts.
Minor technical flaws which require attention include:
– top banner advertising 12 interest free payments on every purchase had a broken link to an unauthorised yellow pages webpage during our preview.
– Inbox interactive says it’s coming soon but gives no idea of what it’s about.
This is a website whose style eclipses its content. But it’s ambitious and can be developed further.
What we like about James Richardson Duty Free:
Drive to attract shoppers
User friendly
Well illustrated
What we think needs improving/adding:
Product listing
More content and interactive features
Pre-order facility
Visit James Richardson Duty Free.
COMING SOON: The Moodie Report Travel Retail Worldwide Web Awards.
Sponsored by P&G Prestige Products
Which websites offer the best service to consumers? Which are most user-friendly? Which are the most stylish? And which, crucially, offer the greatest incentive to shop?
Every year we will judge, through a combination of industry polling, consumer opinion and specialist judges, who is doing most to wow travellers on the web. International and regional awards.
Results announced in May 2006. More details coming soon.
MORE WEBSITES OF THE WEEK
Website of the week: Abu Dhabi Duty Free – 01/02/06
Website of the week: Regency Duty Free – 25/01/06
