E-Marketing

Analysis of a transactional Web site—a B2C site (a company that sells goods or services directly to consumers).

Prestonhardware.com

General description of site:

Preston Hardware is a local hardware retail store located in Ottawa, Ontario, Canada. The Web site www.prestonhardware.com is an informative and online retailing site. Hardware goods from home décor to home improvement are sold in the online store (“About Preston Hardware”). In terms of the site’s pricing strategy, each product has its own fixed price. The distribution options for products sold online include shipping either to the local store or directly to the consumer’s home or business. Based on the layout, products that are highly promoted are various products for the home as well as products for bathroom and kitchen renovations.

Target Market:

Preston Hardware’s Web site targets several markets. The main target markets are Ottawa residents and the commercial segment. Both men and women of all ages and income levels purchase from hardware retail stores. With the company offering a broad range of products, it is difficult to pinpoint specific target market characteristics for the Ottawa resident target segment. It is assumed that the residential consumer is an adult in the age range from 25 to 55 with an income over $50,000. They have completed their high school education and may or may not have children. These consumers reside in Ottawa and the surrounding areas and are the do-it-yourself types, who keep up with trends and value local businesses.

The commercial target market audience is a professional either working in the trades or perhaps a contractor, property manager or interior decorator. They can be either male or female between the ages of 25 and 65 with an income over $20,000. Their level of education is at a minimum a high school diploma. With this consumer, the benefits sought are quick access to well-priced supplies and materials.

Strengths and Weaknesses of the site:

The...