• Foschini launched a new online store this week, which consolidates its 17 brands into one platform. 
  • But one expert believes the new website lacks basic usability. 
  • Foschini plans to take on Amazon with its new platform, and will compete with Takealot locally. 

The Foschini Group, owner of brands such as Markham, Foschini, and Total Sports, this week launched e-commerce platform myTFGworld.com, which it expects to take on the likes of US giant Amazon.

But the new website, which consolidates Foschini’s 17 brands into one marketplace, is difficult to use, an expert believes. 

Screenshot of myTFGworld.com.

The website has too many navigational options and menus, Gadget Magazine editor Arthur Goldstuck says.

“It's as if all the good ideas produced in a brainstorming session were thrown at the site, resulting in the effectiveness of the site being lost,” Goldstuck told Business Insider South Africa. 

While the new website has an eye catching design with impressive curated options, it takes the user too long to get to the products they want

Goldstuck said the site does have a “great design and navigational foundation” which can easily be improved in future iterations.

“It just needs these small tweaks to make significant improvements in usability.”

He suggests Foschini highlights its brick and mortar shipping options more, which differentiates it from South Africa’s largest online store Takealot.com. The news site is supported by 2,652 stores where consumers can drop off and pick up orders. 

Foschini’s Chief Information Officer Brent Curry said the group aims to have up to 40 brands on the platform by 2020, covering categories such as travel, gifting, toys, books, and clothes. 

“The vision for myTFGworld is to be a very large player in the online space, so when you think online shopping you think myTFGworld,” Curry said in a statement. 

“We want to ensure that TFG is ready for Amazon’s entry into the market.” 

The shopping experience on myTFGworld.com is skewed towards women who make up a greater percentage of TFG’s online shoppers, he said.

“There are experiences to bring customers back daily, including daily recipes, weather forecasts and playlists.”

“The customer experience is [therefore] more a modern, experiential interface than a tactical ‘hunt and shoot’ online store.” 

Business Insider South Africa is a 24.com publication, a subsidiary of Media24, a Naspers company. Naspers owns Takealot.com. 

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