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| Order History |
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| My Hearts |
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| Wish List |
Strengths: Included in saved customer account information is previous purchases, wish list items, favorites (represented by My Hearts on the website), previous reviews made, and email preferences.
Strengths: The website has a very clear section on the top left where you can enter your email address to join their mailing list which gives shoppers and fans of the brand the ability to find out about all the latest sales and promotions right as they begin.
Strengths: Shopbop uses cookies to remember customers account information, as well as items in the shopping cart, as shown above.
Weaknesses: When you are signed into your account it welcomes you with your first name at the top of the page, but it is not very noticeable or big enough.
Opportunities: Shopbop should suggest items based on items customers already bought. Just like a good salesperson knows which styles customers prefer, Shopbop should have suggestions based on past purchases.
Threats: Other websites have a personal shopper option, so customers can get an edited selection of the assortment based on items they've already purchased.
