SWOT Analysis of the Six Variables

Digitalization

Strength – Website has high speed of loading content including visuals, audio, and graphics

Weaknesses – not a lot of videos of products

Opportunities – could do things like try it virtually, so their customer would be more willing to purchase

Threats – competitor companies offer more videos of the product 

Accessibility 

Strength – a customer can easily find all the information needed about the product when you click on it and about the company in the “about us” tab. The tab is at the top of the page, so customers can easily find it. Social media options at the top of the screen.

Weaknesses – difficult to access their customer service, except for calling them

Opportunities – do the live chat with customer service

Threats – Major competitors already have live chat with customer service

Addressability

Strength-Diesel website saves the information of registered users so customers don’t have to spend time every time putting in their log in information

Weakness-For unregistered users there will no browsing or purchasing history saved

Opportunities-By saving previous browsing history and have it recommend to customer next time when they visit the website it can drive more traffic and sales because of personalization

Threats-Personal information could be stolen and misused

Interactivity

Strength-Content is presented in an attractive way and makes consumers want to explore every aspect of the website. Option to call customer service and to share products through customer’s social media

Weakness-Customers can’t do a live chat with customer service if they have a question about product and want an instant answer

Opportunities-By providing better customer service consumer will have more confidence when shopping and sales could increase

Threats-Competitors are already providing live chats with consumer

Control

Strength-Website has easy navigation and provides links throughout the site for their social media

Weakness-There is no “search option” on the main page, only when directed to the e-shop

Opportunities-It is important for the brand to have their customers aware of their campaigns and lifestyle so it would be easier for customers to have an option to search faster their campaigns

Threats-All major competitors have an easy to locate search option on the main page

Memory

Strength - Keeps track of recently viewed items and provides suggestions based on pages customer has visited. Website memorizes abandoned cart even after coming back in few days.

Weaknesses – doesn’t suggest items in all categories, suggests items only within one category

Opportunities - a chance to make customers to look within all categories, not just one

Threats – customers might be overwhelmed by suggested items and go to a different website