Report on Google Merchandise Store

Running Head: GOOGLE MERCHANDISE STORE
Google Merchandise Store
Name
Institutional Affiliation
Contents

GOOGLE MERCHANDISE STORE 2
Introduction................................................................................................................................3
Accessibility and user experience (UX) in the retail industry...................................................3
2.1. Amazon...........................................................................................................................4
2.2. Overstock........................................................................................................................5
2.3. Google Merchandise Store..............................................................................................6
2.4. Summary of the Comparison (GMS, Amazon and Overstock).......................................6
Sentiment Analysis.....................................................................................................................7
Google Data Studio Report Dashboard....................................................................................11
4.1. Channel grouping......................................................................................................12
4.2. Users and return users...............................................................................................12
4.3. Users by country........................................................................................................13
Findings and Recommendations..............................................................................................16
5.1. Recommendations.....................................................................................................18
Reference..................................................................................................................................21
Bibliography.............................................................................................................................23
Appendix A..............................................................................................................................25
Google Data Studio Dashboard................................................................................................25
Appendix B..............................................................................................................................26
Sentimental Analysis................................................................................................................26
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GOOGLE MERCHANDISE STORE 3
Introduction
Google Merchandise Store is Google's authorized online store that allows users to
purchase products of multiple companies. Presently the organization is searching at
innovative and efficient ways to advertise this platform and make consumers conscious of
their products and to interact effectively with them (Azizi & Hu, 2019). In addition to this,
the organization is designing a Digital Media Marketing Strategy to fulfill this goal and
successfully establish strategic planning and digital communications strategies for the
business.
For this purpose, the company should be familiar with the unique features that
enhance the user experience at the online store, along with some sentimental analysis to know
their behavior and emotions about the Google Merchandise Store. Therefore, this report
highlights the UX (user experience) analysis of the two mega competitors of the Google
Merchandise Store along with the sentimental analysis and a comprehensive detail of the
Google Data Report in the form of a dashboard. The report concludes by highlighting the key
findings and providing suggestions to improve the digital marketing strategies at the Google
Merchandise Store.
Accessibility and user experience (UX) in the retail industry
An open and usable website is something everybody enjoys. When it comes to the
retail stores such as Google Merchandise Store, the competitors in the market include
Amazon, Wish, Etsy, and Overstock (Ye et al. 2019). However, the Amazon and Overstock
can be compared with the Google Merchandise Store as there have been recent modifications
at the online store to increase the customer experience at both competitors.
2.1. Amazon
Amazon is one of the leading retail brands that has been studied by multiple
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researchers, and one latest study of 2019 showed that almost all generations rate User
experience (UX) of Amazon as the most attractive. Amazon's UX ranks best among baby
boomers (29 percent) and Generation X (21 percent) of those polled. It is a struggle to build
the user interface for several generations. Several elderly consumers are acquainted with e-
commerce just recently and may get irritated by quite complex websites (Khatun et al. 2019).
However, millennial customers continue to prefer streamlined and responsive website UX
that would incapacitate least tech-savvy people.
Amazon specializes in delivering a simple, search-oriented user interface (UI) that
encompasses almost all levels of internet users. Amazon's UX is built to maximize customers'
chances of buying an item. The search bar is noticeable on any page. The search bar allows it
easier to locate items but still in a transparent and accessible manner to sort, optimize and
display the search results (Cloud, 2011). According to a new report by the Baymard Institute
research community, Amazon's search feature is state-of-the-art. The versatility of
autocomplete quest, browsing, and feedback excels in figuring out what users require. The
algorithm also customizes the quality of the dashboard to the search experiences of the
customer, so that potential purchases can be made easier. The core layout stays intact given
the obsolete icons, color adjustments, and consolidated tabs (Wu & Gereffi, 2018). Amazon's
present navigation menu is more visually appealing.
Most importantly, the search bar was extended to make an enhanced page
prominence. The clunky commodity group buttons have been integrated into the header
menu, simplifying the selection field and improving its legibility. The menu buttons were
removed, too. Previously for 'books' or 'electronics,' the tabs now refer to the search history of
the consumer and the customized suggestions (Liang, 2018). There is ample of white area
underlining both the offering and the main selling features.
The value ranking lies below the name of the company to maintain accessibility and
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show the social evidence validating the efficiency of the sales. The bonuses are shown at the
left when the picture of the company affirms the importance of declaring 'Extra' on the
package. On the information page of the order, the eyes are more attracted to the bold black
font that discusses "Free Shipping," "Free Delivery," and "Get it." Amazon recognizes that
consumers want both affordable and quicker goods (Wheelen et al., 2018). Such powerful
words inspire behavior while confirming the discounts and quantity of any item purchased.
2.2. Overstock
Overstock is another mega competitor of the Google Merchandise Store that has
established technologies such as LiveRex and OADP. This is powered by machine learning
algorithms to build a network that allows customization in today's world. By using this
technology through networks like email and the web platform of Overstock, the business will
build a customized description for the user, which will direct them to the specific item they
are searching for. The platform has expanded to two high-traffic sites on Overstock.com
(Jones et al. 2018). This will begin to expand into the remainder of the internet until as much
as it as feasible is as interactive.
Several attempts to provide personalized features to the customer at Overstock
emphasis on creating one of the strongest online consumer interactions. Through this phase of
personalization, Overstock is able to educate staff about what products consumers are
concerned in and give clear input to the various communications and advertising departments
to ensure that the most appropriate and entertaining photos and versions are made (Sauro &
Lewis, 2016). Overstock aims to both save time and resources for consumers, and the
business can only continue to expand and develop its commitment through its latest
technologies.
Customers on Overstock can assume a personalized experience of 1:1. Each element
is tailored, from the article title to the Overstock.com website content. The perfect picture is
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taken from Overstock's Asset Data Platform (OADP), using the optimum picture for each
consumer; then, within milliseconds, create and produce the latest results of the products for
each consumer. Improved consumer loyalty and support also turned into improved store
profits (Iwasaki et al. 2017). Overstock.com has boosted the overall order size and enhanced
delivery performance as an implication of providing live chat on specific locations on the
website.
2.3. Google Merchandise Store
In the retail industry, the Google Merchandise Store has been using lots of new ways
to improve its user experience; however, this is not as attractive as the Amazon and the
Overstock UX. The company uses a minimalist design with a uniform product description
that is sometimes not sufficient for the user who is visiting the online store. The rate of return
users is more at the Google Merchandise Store, and the shipping cost option is now available
along with the product. The Google Merchandise Store also adds a long process for online
confirmation of all the items that are available on the cart. Additionally, there is a navigation
issue faced by users at the Google Merchandise Store (Mannem, 2019). Thus a need to
modify the checkout process at the Google Merchandise Store is also important if the
comparison is made with the two of the mega competitors of the brand. A summary of the
analysis is as follows.
2.4. Summary of the Comparison (GMS, Amazon, and Overstock)
Google Merchandise
Store
Amazon Overstock
Usually not providing
enough coupons
Currently providing 40
code coupons
Provides coupons less than
Amazon but greater than Google
Merchandise Store
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