Brand Audit and Digital Customer Experience of Accessorize UK

This report focuses on the website purpose of Accessorize UK for the improvement of customer experience. It includes persona and empathy map, site audit, customer journey map, and recommendations.

Brand Audit and
Digital customer
experience of
Accessorize UK

Contents
INTRODUCTION...........................................................................................................................4
PERSONA AND EMPATHY MAP...............................................................................................5
Persona.............................................................................................................................................5
Empathy Map...................................................................................................................................6
SITE AUDIT...................................................................................................................................7
Digital platforms..............................................................................................................................7
Site map...........................................................................................................................................8
Wireframe........................................................................................................................................9
Call to action/ lead magnets...........................................................................................................10
Site analytics..................................................................................................................................10
Customer journey map...................................................................................................................11
Defining journey map....................................................................................................................11
Explaining customer journey map.................................................................................................12
Retention and loyalty plan.............................................................................................................13
Recommendations..........................................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Shopping for now days is shifted to online and this is also becoming an habit for the customers
and the society as digital technology has reduced he effort of the customers and for them this
also become more convenient and easier as an online website fulfils the requirements of the
customers effectively and this also helps in fulfilling their expectations effectively. The brand
which is involved in this report is Accessorize and this is located in UK and this is an accessories
brand as this organisation main product line is accessories, jewellery, clothing of women’s,
handbags, shoes and home accessories. This brand deals in various countries and this also has an
e commerce website. They has there target audience and that is millennials as this organisation
uses various growth strategies for the better management and expanding the business as the main
change has been made of switching to the e commerce websites and knowing the importance of
latest technology and they are also using omnichannel strategy in there physical store. This
report basically involves the website purpose of this organisation for the improvement of
customer experience and this can also be done by various tools as they are customer journey
map, persona, website audit, empathy map and evaluation of the loyalty plan.

PERSONA AND EMPATHY MAP
Persona
As managers of the organisation is desired to create a new and better customer experience tot
here organisation and can fulfil there needs and requirements effectively and this can also be
done by using various tools as a strategy in the business and this can be started developing an
persona and this is known as the fictional profile of an organisation and this is created for the
customers of the business by proper research and collecting data from the existing customers. As
persona has some featured details which involves targeted customers, characteristics, age,
personal life, lifestyle and business life(Robra-Bissantz, and Lattemann, 2019). This also involves
the customers behaviour, emotions and thoughts regarding the business and there products and
this also involve the reaction to the same. In an business this also involves various departments
for focussing on the customers needs and requirements of the same and for making the business
customer oriented. As in an organisation every customer is considered different and unique and
they have different persona for targeting the audience and this can be done by effective research
in the business of customers.
As an organisation has various personas of there targeted customers and they make a group and
analyses and research about the highest usage of the website by the customers and this also
allows them popularity and also lead in increasing customers base of the business(Chauhan,
Akhtar, and Gupta, 2022).

Figure 1persona
Empathy Map
As empathy map is also considered as a tool of designing and this help the manager for the better
understanding of the audience and the visualisation as this also helps in empathising all the
needs, requirement’s, experience and feelings of the customers and this can also be done by in
sighting as this can be analysed by the buying behaviour and the attitude of the customers
regarding the serving product(Ramesh, 2022). As this tool is considered important for
understanding all the interlinked and the complex devices as this can be done more effectively by
the use of the persona and this can also be analysed by the customer journey map and can also
give an better experience to customers. As empathy map involves the personal seeing, doing,
saying and the feeling of the customers and this also involves the motivational and potential
points which can be related to brand.

Figure 2 Empathy map
SITE AUDIT
As the brands are required to conduct the audits in the online and digital platforms as this also
helps in ensuring all the performance of the individual for attaining the organisational aims and
objectives accordingly as their various potential issues and the gaps which can be analysed for
the better experience if the customers digitally(Sahu, Deng, and Mollah, 2018).
Digital platforms
As Accessorize basically operated their website in UK and they also has the access to other
countries as this is also helping in there shipping to there customers for fulfilling there
requirements and this can also result in expanding the customer base and the targeted audience
effectively. As this organisation is only serving there customers online with there website as they
are not having any mobile application for the better assessment to their customers. This
organisation is also active in social media platforms for gaining the huge customer base in the
business as they are active in YouTube, Facebook, Twitter, Instagram and Pinterest. As with
social media platforms they are able to increase their engagement by connecting with there

customers and this is done by tagging in their products and mentioning all the shoppable links
with good offers and discounts and this also do not derives an direct action to call and do not
build traffic in there websites(Shin, 2021). As brand messaging is known as the effective platform
as this can be consistent to the customers and the organisational staff.
Site map
Site map is considered as an structure of site that involves all the group information and in an
logical form and this is also considered important for the better usability and this also helps there
customers for finding of the product and navigating it in an effective manner. As for the retailers
which is presented online there are various navigation designs and this is for enhancing an d
making an clear website as this can reduce the efforts for the customers and helps them
managing the work accordingly. As this also involves the map and this is considered important
and this also helps in the better search engine optimisation and this also from the customers to
the website and this can make them more usable and visible(Batat, 2019). As the map of the
Accessorize organisation is structured well according to there websites there are various options
which is presented in an categorised form and this also helps in building the organisation in an
website and in an descriptive form as this helps the customers for finding there products
effectively and so that they can search easily about there required product in the search engine
bar of the website as in the website customer service is also added which helps in resolving the
issues and queries of the customers effectively and this also helps the website for the better
serving tot here customers and in an effective manner as this there are various interlinked
stations as which also describes the customer which has landed on the website and through
which platform effectively and this helps the business in building their engagement effectively
and this can also helps in increasing the customer base of the business(Wiedenhoefer, 2021). As in
the website of the organisation develops an brand involvement in the business and in there
website there are various different collections are involved and in an categorised form and this
also make specified for the customers and show the relevant result regarding of the searched
product as this also reduces the duplicity and the errors of the business website. In the website
there are various suggested and recommended collection is also presented and this can help in
introducing the customers with there new products and offers or discounts running in the

business and this can also give an better customer experience and makes an customer base of the
organisation as this also helps in increasing the level of productivity and profitability.
Figure 3 site map
Wireframe
Wireframes are known as the displaying layout as this is each web page and this also focusses on
the navigation and this is page in which every element is mentioned and placed in the form for
the better development of the business and this can also be used by various approaches and this
can be an design approach and this is also optimised with the experience if the customers and
this also involves various interface which can meet to the business and customers requirements
and this also helps in the better functioning of business operations and functions
effectively(Schoeman, Bick, and Barnardo, 2021). As this is In the form of an structured layout and
this can help in the better navigation and in an effective form as this can also fulfil various
information like user logging, help and shipping of the website which helps in the better
navigation process and this can helps in easily assessing all the bar in the website. As with the
categorised form of the website this makes easier for the better management and this can also
impact in the fast working as the categories also helps in the better navigation as customers
would do not search in the bundle, they will get all the products in an structured form as this can
make the websites more efficient. As in this structured layout can make the shopping of the
customers more simple and this can also helps in the shipping and the login criteria as by the

proper navigation it helps in the easy access to the things. As all the products of the business is in
an categorised form and this can also help in building the priority of brand and this can also set
the new and bestseller besides the navigation bar and as search can also make the buying
noticeable and this can also support by the additional page(Bacile, 2020). This also involves the
various categories of discounts and the festival changes offers which attracts the customers for
buying new things and this is known as the short-term callout events and this seems attractive to
the customers and this also make the effective use of the resources and prominent to the website.
Website can also be controlled on mobile phones and with an optimised layouts as in the mobile
devises each category is mentioned by in an compact form and in an smaller screen as this also
makes it visually active. This also helps in preventing the overcrowding of the content in the
website and also makes it seen in an readable form as they are smaller than the screen of desktop
and this is also used in the promotional banner of the mobile devices.
Figure 4wireframe

Call to action/ lead magnets
As user can also use the mailing list which is considered as prompting as this involves various
kind of discounts and offers as this helps in attracting the customers effectively and this can also
help in increasing the customer base of the business and this also builds the targeting base of the
business as there are mainly two king of call to action pop ups(Faouzi, 2019). As one of prompts
is for the feedback and this also gives various service improvement and this also helps in
improving and maintaining the price of the products and this can be done by suggesting various
brands and the feedbacks which is analysed and evaluated in the better improvement as this can
also help in increasing the experience of the online customers and there are various gifts which is
gained by the personalisation of the products and this can also help in searching all the task and
there are various gifting season as this involves all the feedbacks which helps the business in
changing the management and the operational activities effectively. As this can also help in
changing the strategies of the business and this can also help in the better functioning of the
business.
Site analytics
This is the traffic and this also helps in increasing all the website traffic and this also increases
the brand website of the business and this also helps in increasing the website rush of the
business and this also involves the view and visit insights of the business and there website. In an
website there are various visitors which helps in increasing the average and the page visit of the
business as this can helps in increasing the customer base and this also impact in the product
launch of the products when there are many discounts and offers is placing in the website as this
increases the engagement in the customer base and this also impacts in increasing the customer
base of the business effectively(Hasan, Weaven, and Thaichon, 2021). As when there is an huge
traffic in the business it is started considering the highly popular website and this also attracts the
new visitors of the business and can also help in increasing there rate of revenue and growth in
the business effectively as this also benefits in increasing he market share and market growth of
the business effectively by using these strategies as this is analysed by the observation of the

search engine analysation and this can also helping gaining the better customer experience
digitally and this also involves the description and the confusion which helps in differentiating
all the webpages of the business from the results of search engine(Bonfanti, Vigolo, and Yfantidou,
2021). As because of increasing traffic in the website can lead into broken links and the
dissatisfactory customer experience and this also reduces the speed of reloading in the business
and with an different page.
Customer journey map
Defining journey map
As customer journey map is known as the process in which customer can search for there desired
products for making an purchase of that specific product. This can also form in an online or
offline sources as this can done basically in three stages as these are pre purchasing stage than
purchasing and then lastly post purchasing stage. As these three stages can reflect the journey of
the customer effectively and this can be done by the visual representation and this is done in the
sequence form and by these customers can get better customer experience and this alsi helps in
fulfilling the desired goal regarding the product and this can also involve the customers feelings,
goals, actions and thoughts of the process(Batat, 2022). As this journey map also allows the
customer base of the business and the brands for sharing the vision and this also helps in the
better understanding if the requirements and needs if the customers by the channel performance
and this can also help in resulting the better customer experience and this also helps in the better
decision making process of the business and this can be done in the business by using various
approaches and strategies as by this they can get better experience and this also involves the
design thinking. This also allows them various opportunities which can help in expanding he
customer journey and these experience in each phase as this can directly impacts in the customer
experience. This can also lead in the better and increased performance of the business as this can
also use to create the employees actual input and that also makes the customers an customer
oriented and this also benefit and allows the better functioning of the business effectively and in
an efficient form. This can involve all the employees for the better functioning of the business.

Explaining customer journey map
As customer experience is important for the better functioning of the business and in this various
thing into consideration and this also fulfils the emotional and the rational needs of the business
and this also gives an positive customer experience to the business. These also helps in
evaluating the journey of customers as this factor can also helps in resolving the problem of each
pyramid and this also helps in gaining an better customer experience to the business and this can
also be called as an map of experience as this can create an new customers base as attracting the
customer base. As assuming an customer as purchased an handbag while buffering in the website
in online and after that customer will analyse the latest trend in the industry and this will make
the customer search for the website and this can also make the customer drop to the website of
the organisation as they has the latest trend and the popular handbags in there collection as the
customer can also see from the social media platform according to the ratings of the product and
this can also helps in the better engagement building of the business as there are various products
which can helps them in analysing all the important products of the business(Kopalle, Kumar, and
Subramaniam, 2020). After the landing of the customer in the website can make them find new
thing and various discounts and offers which can attract the customer and make them buy the
product as this can also helps in navigating this from the website of the business and this can also
find other category, trends and collection of business products. This can help in the smooth
functioning of the business and page transition and after the shortlisting of the selected bag
customer can easily add that into there wish list for the better comparison of the product.
Customer can find easily the opinions and the reviews about the product for helping in the
buying decision of the handbag and this can also help in the collection process from the
suggested and this also provides various recommended ideas regarding the product
differentiation and this website can also be operated by the customer from desktop and mobile
phones. As after comes the purchase stage of te customer and in this the selected handbag is
decided to buy and customer will look that if it is matching to there website or not as this
involves the designs and colours of different style and they can also confirm various related issue
from the customer service and this can also help in the purchasing decision of the customers and
at this time all the shopping guarantee and emotional needs are analysed according to the OCEP
model. After this all the discount orientation is involved and customer will look after the
checkout page and in this all the information related tit he shopping, types of payments and

return information. As this also involves personal information regarding the customers for the
shipping and this will lead in increasing the sales of the customers. After this customer will be
able to track there product easily and this delivery. As after the delivery of the product customer
check the expectation level of there own and they can also check the quality of product and if the
customer gets satisfied, they will put an positive review and if customer get dissatisfied will
make there customer experience poor and this can be resolved by the raising an issue to the
customer service and it the product is not up to the mark can also return the item and with this
they will also get the return of there payment(Staff, 2021).
Figure 5 customer journey map
Retention and loyalty plan
As customer relationship management can use the technology of digital communication as this
will help in boosting the rate of sales in the business and this can also be done in the marketing
platforms and this can be done by social media and email and this is for better customer
acquisition. This can also give an long term value to the business and this can be done by
updating all the promotional activities through mailing and the various promotional activities and
this is also done in the retention strategy and this can helps in better upgradation of the
campaigns and the products of the business as these techniques helps in increasing the awareness
of brand and this can also help in increasing the purchase of the business for the better growth
and expansion of the business in an effective manner(Weill, and Woerner, 2018). As there are

various loyalty card and various reward points which can be used by the customers for attaining
the better advantage of the card and points in there purchasing of any item from that
organisation.
Recommendations
 As in this organisation it is required ti update the meta description as this can also help in
the unquiet description of the products and this can also improve the search engine which
can improve the better understanding of the content and this can also help in locating to
the right page to the customers as per there requirements(Maulana, and Handayani, 2021,
October).
 As in this organisation with the loyalty and the retention the email and newsletter in the
business should be increased for the non-campaign period and this can also allows the
customer in re purchase and without any discount system of offers(Kähönen, 2020).

CONCLUSION
This report has concluded that in a business every operation is considered important for the
better functioning of the business and there operation from needs of customers to there
purchasing and post purchasing. This report has also concluded that As by using these websites it
become more usable for the customers and this also helps in indicating the website quality as this
can easily determine all the performance of brand as in monetary terms of revenue, customers
and purchases. As organisation is required to achieve and increase the customers experience and
this also helps in increasing the revenue of the business and this can be done through the
transformation on digital and this also allow them in providing better value and services to their
customers and this can be done by the help of digital technology.

REFERENCES
Books and Journals
Robra-Bissantz, S. and Lattemann, C., 2019. Digital customer experience. Springer Fachmedien
Wiesbaden.
Chauhan, S., Akhtar, A. and Gupta, A., 2022. Customer experience in digital banking: A review and future
research directions. International Journal of Quality and Service Sciences.
Ramesh, N., 2022. The Success (or Failure) of Your Digital Transformation Hinges on Digital Customer
Experience. IEEE Engineering Management Review, 50(1), pp.28-30.
Sahu, N., Deng, H. and Mollah, A., 2018. Investigating the critical success factors of digital transformation
for improving customer experience. In International Conference on Information Resources Management
(CONF-IRM). Association For Information Systems.
Shin, J.W., 2021. Mediating effect of satisfaction in the relationship between customer experience and
intention to reuse digital banks in Korea. Social Behavior and Personality: an international journal, 49(2),
pp.1-18.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
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Wiedenhoefer, L., 2021. Digital Customer Experience Engineering. In Digital Customer Experience
Engineering (pp. 9-18). Apress, Berkeley, CA.
Schoeman, A., Bick, G. and Barnardo, C., 2021. Cape union mart: digital transformation and customer
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Bacile, T.J., 2020. Digital customer service and customer-to-customer interactions: investigating the effect
of online incivility on customer perceived service climate. Journal of Service Management.
Faouzi, S., 2019. How can marketers use design thinking to optimize the digital customer experience?.
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In Developing digital marketing. Emerald Publishing Limited.
Bonfanti, A., Vigolo, V. and Yfantidou, G., 2021. The impact of the Covid-19 pandemic on customer
experience design: The hotel managers’ perspective. International Journal of Hospitality
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Batat, W., 2022. What does phygital really mean? A conceptual introduction to the phygital customer
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Kopalle, P.K., Kumar, V. and Subramaniam, M., 2020. How legacy firms can embrace the digital
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Staff, C., 2021. Spotlight on Customer Experience. https://www. claranet. com/research/customer-
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Weill, P. and Woerner, S.L., 2018. Is your company ready for a digital future?. MIT Sloan Management
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Kähönen, S., 2020. A case study: marketing automation in digital multi-channel customer experience
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Maulana, F.R. and Handayani, P.W., 2021, October. Digital Business Models Evaluation to Improve
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