Web Marketing Analysis of Nflshop.com Essay

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NFLShop.com is designed for the impulse buy of the loyal fan, and strives to capitalize on team loyalty over its own website's loyalty. This is where the site could improve. It is too focused on team loyalty at the expense of its own website loyalty. This is evident in the very small font and graphics navigation for signing up for the site and for requesting a catalog. As a result, the site must do the majority of its sales purely on impulse purchases.

Despite this shortcoming, the site delivers on the critical success factor of delivering trustworthy content and information assurance (Kim, Sivasailam, Rao, 344). This aspect of the site is what makes it succeed; it makes the site trusted with loyal NFL fans. This catalyst of trust compensates for weaknesses in navigation and the lack of loyalty it is generating for the site itself.

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Conclusion

The critical success factors of usability, personalization, agility of navigation and content relevance are all done well on the NFLShops.com site. All of these critical success factors taken together can create a platform for trust over time (Ramanathan, 191). Where the site fails is in gaining loyalty for itself and for navigation to site-specific features. It relies too heavily on the NFL logos and their credibility to carry the loyalty to the site when it needs to be balanced to keep traffic coming back to the site over and above impulse purchases......

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