M8_Assignment 4_Info290_08SP22
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Information Systems
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Jan 9, 2024
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M8: ASSIGNMENT 4
Analysis Between Walmart and Target
Mateo Colon, Isabella Canonaco, Shira Simchon
M8: Assignment 4
INFO290_08SP22
Word Count: 1563
Walmart & Target Web Design Comparison
Factor 1: Security
Conducting business over the internet can be risky if proper security and protocols are not in place for a website. There are risks such as malware, hijack of websites, and information being stolen. With continuous changes being made to meet the changing demand, there are plenty of opportunities for cybercriminals to cause damage. A website’s reputation is an important factor for consumers because it can directly impact a consumer's choice of scrolling a business’s website. Some parameters used to assess a website's reputation are the age of URL, history of breaches, domain reputation, associations with other domains, performance, and many others. Both Walmart and Target have established security procedures and information to help consumers report and inform themselves of any security concerns. On the bottom of their home page, there is a privacy and security link that directs the customer to an abundant amount of information dealing with security and fraud. Even though both had specific information regarding security that can easily address customer concerns, I felt that Target’s page was formatted better which made navigating easier. Target’s page categorized topics such as security tips, reporting, and frauds, so it made it a little easier to find what I was looking for. I first searched for information regarding scams on Target’s website and I was able to find the category easily. It was then broken down into specific scams such as gift cards, phishing, IRS, and many others. Walmart provided some information but it was vague. Walmart didn't provide much information beyond contact info and policy statements. Although the information was not hard to find, Target’s layout was better.
Factor 2: Website Performance
Performance is another key factor for consumers and should be a focus for companies to drive online sales. Customers who experience problems with items in their shopping cart, website crashes, or slow website speed performance are not likely to shop on those websites. I conducted a speed test using Website Speed Test | Check Web Performance » Dotcom-Tools
on a Microsoft edge desktop at 5:45 pm.
The test concluded that Walmart’s webpage performed faster than Target's page. However, while navigating each webpage, I found no significant difference between the two. I clicked through each category and each page loaded within 1-2 seconds. The only notable difference was navigating from google to each home page. I did notice target did take slightly longer to completely load its homepage, however, it would not enough to deter me from shopping if I was a customer.
Comparative chart for factors 1&2:
Description
Walmart Score
Target SCore
Security 0-950
798
(trustworthy)
741
(trustworthy)
URL Age
120 months (established)
125 months (established)
History of Breaches
None within 12 months
None within 12 months
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Performance of website 1.31 sec
4.39 sec
Factor 3: Universal Standard
The Universal Standard is simply one set of technology standards that allows for easy communication between websites and other computer systems internationally. By using the universal standards, companies reduce market entry costs, which are the costs a merchant must pay to bring their goods into
the market; and search costs, which are the costs related to finding suitable products to sell. Walmart’s Universal Standard surpasses Target as Walmart has approximately “10,500 stores and clubs under 46 banners in 24 countries and eCommerce websites”. (Walmart) Because of their widespread commerce, operations, and locations, they can easily communicate with computer systems worldwide. Unfortunately, Target is only available in the United States. They would not be considered a universal standard as someone from an international country would not be able to efficiently use the website. Factor 4: Richness Richness refers to the density of information available to the customers. This can refer to a weekly catalog, advertisements, descriptions of products, etc. When a company provides the most information about a product, the more likely a customer will be satisfied. Both Walmart and Target sell bags of Apples. Although Target’s description of the product is satisfactory, it is very limited compared to Walmart. On Walmart's website, almost every grocery product will have an enlarged Nutrition Facts pdf attached as an image. Underneath, is a product description provided by Walmart, which includes the
product dimensions, weight, details, and some facts about the product. Compared to Target, Walmart’s richness and abundance of information surpass the expectations of customers. Factor 5: Interactivity Interactivity is defined as the communication between merchant and customer. Some websites have a chatbox that allows customers to ask a question to a virtual representative. Another feature of interactivity is through calling or email messaging customer service. Another way that companies engage with customers is through feedback. When a customer completes an order online, a page will normally come up asking for feedback on the purchase. Target had a really easy, navigable help tab that listed ways to connect to Target and customer service representatives. Walmart, on the other hand, was
less navigable, but once found was very helpful. With the previously mentioned chatbox, customers can speak with a virtual representative to alleviate and solve problems. Walmart’s Interactivity was more personalized and research-oriented than Target. Factor 6: Information Density
Information density allows for price transparency and cost transparency to consumers. Price transparency allows customers to easily find out the different prices available in a market while cost transparency refers to the opportunity for customers to understand the actual costs merchants pay for products. Walmart’s website makes price transparency a priority by providing the price of the item as well as the breakdown by pricing per unit when applicable. For example, a 24-ounce bottle of shampoo is listed at $6.98 and will also have the breakdown of 29 cents per ounce for easy price comparison. Target does not have this breakdown on its website which makes it a bit more difficult to compare
pricing with product substitutes. Neither website have cost transparency displayed which doesn’t give customers the ability to see how prices are fluctuating from the cost. Factor 7: Personalization Target has the option to sign up to be part of the Target Circle which includes a birthday gift of 5% off, a nice touch of personalization to a membership. Being able to create an account and login will not only make checkout easier but also allows Target to make suggestions based on your past purchases. Even without an account, when viewing an item, if you scroll down there are frequently bought together which bundle similar items to the one you are viewing. Similarly, Walmart has these features. Walmart also includes a My Items tab which allows customers to reorder past purchased items quickly. Walmart also suggests brands and new items which are tailored to your shopping habits as well. Factor 8: Social Technology Walmart has a standard-issue feedback button that allows customers to leave their constructive criticism for the business as a whole. There are also review platforms for each item to provide other customers with buyers' experiences. Target has both of these features but also includes Target Circle, a membership that provides special earnings, deals, the birthday gift as previously mentioned as well as access to a platform of fellow Target customers where community support can be directed. Walmart and Target can both be found on almost every mainstream social media platform such as Twitter, Instagram, Facebook, YouTube, and even Pinterest. Target it seems has started using TikTok to likely get in touch with younger audiences and increase their outreach.
Conclusion:
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After an analysis of the listed factors, Walmart is the recommended site. Each home page lists items that
were seasonal, holiday, and even trending with customers which I find is a useful element to attract and guide customers through their shopping experience. But Walmarts overall layout of its home page was more user-friendly and it offered more personalized and relevant options. When adding an item to Walmart’s cart, some of the items listed on the home page immediately changed to compliment the item in the cart. Also navigating through the different departments on Walmart's website was a little easier. Scrolling over a category would extend its subcategory. Some of the subcategories were specific enough so that a filter didn't need to be applied. For example, scrolling over the baby category would extend subcategories specific to the age. Target didn't have this feature which would mean more time is spent clicking through categories. Walmart’s website also has a better security and performance rating even though it’s not by much. One recommendation could be to highlight or feature products that are sustainable or ethically sourced.
There is a growing trend in the awareness of these products. Featuring these items on their website could help capture this new market and also increase their image. Target has a category named “Balck-
owned or founded at Target” which I found interesting. Another recommendation could be to expand on their privacy and security page. I found that Target’s information page was more comprehensive as it provided more information on the different types of scams and ways to prevent them. Walmart only provided its privacy policy and contact information if there is suspicion of fraud. I believe it is a good idea to inform customers of the possible risks so they are aware and feel more comfortable navigating through the webpage.