CUSTOMER RELATIONSHIP MANAGEMENT

ASSIGNMENT- II

POST GRADUATE DIPLOMA IN MANAGEMENT

(Term-V; Batch 2021-23)

Under the Supervision of

Prof. Joy Patra

Submitted by -

NAME- Shiva Sambhawi

ROLL NO- PGFA2147
COURSE- PGDM A

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area,

Noida- 201309 (U.P.) AUGUST, 2022

 BRAND- H&M

H&M is the company I choose for this task. Let us get some background of this company. H
& M Hennes & Mauritz AB, also known as the H&M Group, is a worldwide clothing
corporation with headquarters in Sweden that specialises in fast-fashion apparel for men,
women, teenagers, and kids. As of June 23, 2022, the H&M Group had 107,375 full-time
equivalent jobs across 4,801 stores operating under various business names in 75 geographic
markets. After Inditex, the parent company of Zara, H&M is the second-largest global clothing
shop. Erling Persson created H&M, whose current CEO is Helena Helmersson.

COMPITITOR BRAND OF H&M- ZARA

ZARA is a Spanish multi-national retail clothing chain. It specialises in fast fashion, and sells
clothing, accessories, shoes, beauty products and perfumes. The head office is in Arteixo, in
A Coruña in Galicia. It is the largest constituent company of the Inditex group.
So, in this assignment we had to go through the website of the selected brand and one of its
competitor’s as well to compare their user experiences.
Let us first examine the user experiences of H&M.

This is the home page of H&M’s website. Now after doing the detailed analysis of the
website, I came to understand few of the areas where H&M requires improvement. Given
below are the few points where I propose improvements required by the website of H&M.

• UX performance is mediocre- H&M’s website is visually outdated with poor

user experience as compared to ZARA. So, H&M needs to bring changes into its
website to make it more eye-catching which would eventually attract more customers
to explore the website.

• Unintuitive product categorization- there are a wide range of products with

unintuitive categorization and a non-existent filtering system on the website of H&M.
therefore people get really frustrated while trying to find out the product that is
actually required by them. Hence, inserting all types of product filters is also an
urgent requirement on the website of H&M.

• Lengthy checkout procedure- one can get frustrated very easily while wanting
to do the checkout because people have to go through a number of pages when they
have to transition from product selection to checkout. Whereas, if we go through
ZARA’s website there they have self -service system which speeds up the checkout
process. So, this brand (H&M) needs to shorten their checkout procedure on their
website to make it easier and more enjoyable for the customers to have a good
purchasing experience.

• Lacks outfit styling feature- one can see that there are so many good cloths
available but there isn’t any outfit styling option available. Whereas if we go to the
site of ZARA, we can see that there they have videos of TikTok influencers who
show how one can style that product in different ways. Therefore H&M needs to add
this feature of outfit styling into there website to get more engagement of the
customers.
Now, let us do a detailed analysis of the website of ZARA to know the user experience.

So, this is the home page of ZARA’s website. Now after doing the detailed analysis of the
website, I came to understand few of the areas where ZARA requires improvement. Give
below are the few points where I propose improvements required in the website of ZARA.

• Unintuitive Labelling of content- the website of ZARA has confusing

labelling and naming of content across various pages and components on the site. AS
compared to the website of H&M, in ZARA’s website often links & categories aren’t
always obvious for what they describe. So, ZARA needs to bring changes in their
website so that this deficiency can be fulfilled.

• Disruptive Visuals- ZARA’s website has misleading, distractive, and confusing

photography and videography. Whereas, if seen in the website of H&M they have the
proper picture or video of whatever product which is being offered. So, ZARA needs
to take corrective measures to bring changes and rectify this issue in their website.

• Unintuitive Layout of information- ZARA has disorganized, inconsistent, and

confusing display of information on various pages and components across its website.
While if we look at the website of H&M the product info or any other information is
clearly visible. So, ZARA needs to look at this issue in their website and do the
necessary improvements.

• Insufficient Assistance- ZARA’s website offers very limited capacity to offer

useful information before redirecting to agent. Its website provides poor interaction
with virtual chat assistant. This is a huge gap from ZARA’s side in setting good
relationship with the customers. Hence, it needs to be checked and Improvements
must be implemented on ZARA’s website.