Addressability: FP knows me by name, by photo, and by what I purchase. It picks items that they think I would like based on my previous browsing. It gives me a sense of compassion and pride in the brand because it makes me feel that they care about me as a loyal customer. They save previous orders, remember my addresses if I want something shipped here in NY or at my parent's house in NJ. Creating a wish list is the simplest way to make a Christmas list! I pick what I want, they store it, my Mom logs into my account and she is able to simply click on "my wish list" and purchase things I previously picked out.
Interactivity: The ability to go on FP's website and connect instantly with the products and the process of shopping online is unreal. I would rather shop online than go into a FP store. Their ability to pull you in as soon as you enter the website with their graphics, online look books, wish lists, reviews from other customer's, and their recommendations for you based on prior purchases is uncanny.
Memory: FP remembers everything regarding my preferences. The wish list is the best explanation for this category. I am also alerted by receiving an email when items in my wish list are on sale, or running low, or if my size is back in stock.
Control: refers to how the site is managed- merchandised- organized. You are in control of your own shopping experience on this site. They give you a variety of options as to go about searching for items you want. Categorically, by wish list, search engine: keyword, by preferences, by collection, by look book & so on. There are suggested items paired with selected merchandise. FP is smart in cross selling & up selling. You can't get the vegan leather jacket without getting a new pair of motorcycle boots.
Accessibility: FP's website is aesthetically pleasing. It is easy to navigate, there is no confusion when the customer enters the site. FP makes it easy for you to contact them by phone, email, or live chat. They link all social media outlets onto their site-- Twitter, Pinterest, Facebook, BLDG 25 (their blog). These are all ways that the customer can be more affiliated and linked to the brand image of FP.
Digitalization: FB has high quality images that show the detail and wear of their clothing. I can link products on the site that I like to personal social media accounts.
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