Branding: The Multichannel Shopper

The Web Site: The homepage of the Web site does a fair job of capturing the food-department feel of the brand, though at times the above-the-fold layout has a horsy feel that can be cluttered and makes you wonder where to click. Competing Flash components add to the confusion.

Scrolling down, however, reveals an organized, pictorial table of contents that reflects the catalog’s design and creates the feel that you’ve found the right place. Without being privy to site statistics, giving advice on how to clean up the homepage is tricky, but the above-the-fold presentation probably could be tightened up.