This section should include information that provides the relevant context for your analysis of the retailer’s online strategy. You should include the following:

Brief description of the retailer and their website Description of the competitor and a rationale for choosing that competitor.

Identification of any relevant industry or consumer trends that are likely to impact the use of the retailer’s website.

In discussing the retailer’s online strategy, ensure you incorporate retail concepts discussed in your readings and the lecture. Also discuss the retailer’s strategy in comparison to their competitor, highlighting any strengths or weaknesses. Reference any information sources or literature where relevant to support your analysis. The following elements should be included:

• Analysis of the retailer’s website using the models and principles discussed in the course.
• A discussion of the online customer journey ‘layers’ and touchpoints.
• Strengths and weaknesses of the retailer’s online strategy compared to their competitor.
• Analysis of the integration of the retailer’s physical retail and online strategies.