In 1998, Kathy Kudler had a vision to create a one stop shopping experience for fans of gourmet cooking. Kudler Fine Foods Inc. has three stores. These stores stock fresh ingredients, baked goods, quality meats and seafood as well as gourmet tools. Kudler Fine Foods believes that customer satisfaction is one of the key focuses of the business. The company wants to further target the high - income customers because price is not a disincentive to shop at the gourmet grocer. This target group wants quality, yet unique items. Kudler Fine Foods has created a website for customers to obtain additional information on grocery items. In this paper, Team A will evaluate the e Kudler website and propose some recommended website improvements. The Internet was become a place for companies to promote and sell their products and services to a larger audience than traditional advertisement. Kudler Fine Foods is no exception. Kudler has developed a website to inform new and current customers about Kudler products. Because there are other companies on the Internet that sell products similar to Kudler, Kudler's website must use graphics to set Kudler, aesthetically apart from the company's competitors. Team A will address design for the Kudler website, specifically: the style and artistic quality used on the website;
the navigation of the site;
the over-all performance of the site;
the marketing strategy;
e-commerce capabilities; and
the web community as a whole..
Aesthetics and Layout
The Kudler Fine Foods Store is a grocery store that thrives on their gourmet-style foods and this is shown in the photos that are on the website. The Kudler Fine Foods website uses very few graphics other than the main logo and some cycling food pictures and Team A has determined the website as a whole could use more pictures of the elegant, gourmet food displays. The text is plain and should be more elegant, yet readable. The font selection should be more appealing to the eye to draw more interest to customers browsing the site. Websites, without the use of various graphics, are very dull. Graphics reinforce the brand concept to customers. If Kudler Fine Foods is looking to create a certain perception of the company via the website, the graphics are the key ingredient to accomplishing that. The graphics and font need to portray the business objectives of Kudler Fine Foods. Typically .jpeg and .gif are the file formats to use for images placed on the web. A common mistake used by amateur web designers is the size of the image. If the graphic file is too large, the website will take along time to load. A slow-loading website is a quick way for a consumer to give up and move on to the next related website. WEBSITE SOURCE states "While inserting graphics to your website, make sure that you are not inserting huge image file, since the larger the image, the longer it takes to load the page. And the longer it takes to load the page, the more likely your visitor will go somewhere else" (2007). As previously mentioned, the Kudler Fine Foods website is very basic and unimaginative, resulting in a lack-luster website visit. However, though the website is lifeless, the simplistic table layout allows for easy navigation and high performance. The Kudler website uses a basic table format with the home and department links across the top and the location links and hours listing along the left side. This layout allows for easy navigation because the link placement does not change only the body of the table changes depending on the link that is selected. Another benefit of using this table format with stationary links is that the users cannot get lost on the site. Users can easily explore all the links on the website and return to the homepage with ease. In addition to the ease of navigation, the Kudler website also exhibits high performance with low response and load times. This benefit is also attributable to...