Brand Audit and Digital Customer Experience of Accessorize UK

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).