SWOT Analysis

Addressability 

Strengths: If you create an account with Ann Taylor, it saves your billing and shipping information for quick and easy check outs on every order.

Weaknesses: You are required to create an account with Ann Taylor for any purchase. No guest check out if you are not a frequent Ann Taylor customer.  There is not a wish list option to save items you may want to purchase in the future.

Threats: Personal information (credit card numbers) could be potentially stolen by hackers.  

Overall: Ann Taylor could improve their addressability towards their customers.

Interactivity

Strengths: Customers can contact Ann Taylor’s customer service through email, phone, fax, and by mail. Ann Taylor also interacts with their customers through Facebook, Twitter, Instagram, Pinterest, Youtube, and through their blog. They also send customers frequent emails with current promotions and sales, as well as order confirmations and order tracking when an order is placed. Customers are also able to write reviews on their purchased products.

Weaknesses: Ann Taylor can take up to 24 hours to respond to customers through email and up to 5 days through mail. The site also does not offer live chat, which is an important feature many different sites now offer customers.

Opportunities: They have the opportunity to add live chat and improve any other customer service issues.

Threats: Competitors who offer better customer service.

Memory 

Strengths:The memory of the Ann Taylor website is adequate. The site stores billing, shipping, credit card, and other customer account information. 

Weaknesses: Customers just have to sign in using their email and password to access any of their information. The site does not personally greet you or remember you and no personal information is available to you until you log in.

Control

• Anntaylor.com has good contol and easy navigation.
• The site has a good key word/item # search engine. 
• Customers can shop by new arrivals, must-have looks, apparel, shoes, accessories, petites, tall, sale, weddings & events, and the lookbook.
• The shopper can further narrow down their category selection to something more specific. For example, if the shopper is browsing apparel, she can narrow the category down to knits and tees, dresses, denim, etc.
• Customers can easily add products to their shopping bag and are able to easily access their shopping bag once they are done shopping the site.
• Links to customer service, store locators, corporate information, careers with Ann Taylor, Ann Taylor credit card and gift card information, privacy information, and the site map are easily located on the bottom of every page. The link for Ann Taylor’s sibling site, LOFT is also found in the bottom left corner. 
• The sign in page, blog link, order status, and company shipping information are easily found in the top right corner of the homepage. 
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Accessibility

• The Ann Taylor site is easily accessible.
• Customers can access the Ann Taylor site from from any Ann Taylor social media page like their Facebook page, Youtube channel and their Pinterest page.  
• All desired information about the company and orders are easily accessible on the site.

Digitalization

Strengths: The site’s images and information load quickly and the images are crisp and clear. Images are able to be enlarged to show close detail of the products.

Weaknesses: Shoes are not given a 360 degree view option and not all products are given enough product views.

Opportunities: Could include videos of models wearing the products so customers can get an even better sense of the product details and movement.