For as long as I can remember, I remember teleshopping television commercials. More specifically, those of The Store at Home. And it is that the company you own El Corte Inglés has been selling and promoting innovative products on the small screen for more than 25 years.
Today the company has different platforms for disseminating its products, such as traditional paid and free television channels (DTT), which we are going to analyze in depth today.
Design and web structure of La Tienda en Casa
As we have said before La Tienda en Casa belongs to El Corte Inglés, which is very present in its web structure and its source code. They are practically the same, colors, typography, etc. The problem is that the structure of the web is prepared for eCommerce with a large volume of products, which leaves the home store a bit poor in terms of its distribution. This is very palpable on its home page and menus.
The positive part is that it is a simple page and very intuitive in navigation. Visible from all browsers and responsive. When you choose a menu, you will have filters on the left side, focused on brands and discounts, mainly.
The use of large photos to identify the different options of the upper menus is striking, not just the offers. It is noted that the target to which it is directed is middle-aged. They have sought, in part, that the customer who saw them on television be encouraged to buy online. What happens is that, if he was already 30 or 35 years old in 1992, today he is close to 60. In any case, it is a coherent strategy.
Catalog and price at latiendaencasa.es
The product catalog of La Tienda en Casa is a very varied. I find it difficult to be able to catalog eCommerce in some specific field. Once again, we see how they want to transfer the same model from TV to eCommerce.
We can find everything from the latest in fitness used in the Big Brother house, to a cap with anti-hair loss lasers advertised on television, and ending with great classic products such as bottles of La Rioja wine or Pata Negra hams. A catalog of products without much sense and coherence between them. The only common link between them is that they advertise them on their TV channels.
The Store at Home applies a policy of low prices on its products, with lots of discounts and offers when buying a second unit or in some related products with the purchase we just made.
Also couponing discounts apply for their products where these coupons can be obtained by subscribing to their monthly physical catalog. It is the way to retain your customers.
Shipping policy, costs and returns
This eCommerce has two ways to deliver your products. Home delivery, with which the product it may take up to 10 working days. or we can go to pick up the product at any Supercor store belonging to The English court; in this case, they will notify you by mail.
The cost of home delivery Cash on delivery is generally 5.90 euros with variations: if we pay by card or PayPal, shipping will be free.
If we use the card The English Court we will can to finance our product up to 3 months without paying anything and with very low interest. These interests range from 3 euros of interest for a financing of up to 200 euros and 12 euros of interest for a financing of more than 1000 euros.
Yes we return the product we will also have to pay a cost of €5.90.
Summarizing we can say that The store at home it is not a good eCommerce. The lack of strategy concrete of product poor shipping conditions (10 working days delivery of the product) and not possess any differentiation in the conditions with their paper catalog or their television ads they make the website another sales channel for the company but without providing any added value that is attractive to the user.
We can see that the company’s big bet continues to be traditional telesales through television.
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