Previously, Mystery Shopper went online to evaluate the websites of the UK’s biggest toy retailers. This time, our mystery punter is taking a tour of the web’s independent online toy shops, in search of a role play toy for a boy aged three. Our budget is just £15, including delivery
Billed as an ‘independent traditional online toy shop’, Little Nut Tree Toys is an inviting, perky website with an appealing colour pallete that befits a toy shop. The landing page features a
carousel which promotes different toy categories, such as dress up, as well as product pages like Pillow Pets and Scuttlebug. However the one banner which says ‘Summer is here – Check out our outdoor toys’ seems rather out of place in today’s dreary weather. When viewing products, you can
add toys to a wishlist, and you can also easily compare toys side by side – very clever. Product pages have extensive detail, including full descriptions, multiple high quality pictures and even video.
NOVEMBER 2012
Out of the available categories on the top navigation bar, I feel that ‘Imaginative toys’ best describes what I’m looking for, so I head there.
After having a quick browse, I
discover that Little Nut doesn’t have a lot to offer on the boys side of role play. To make my search easier, I sort the items by price and find the Le Toy Van Prisoner Cage, at £9.99, is my only real option. Checkout is straightforward and includes the option to pay with Google Wallet. The delivery charge is £3.50, and appears to be free for small, low weight items.
Verdict: Detailed product pages and good features are let down by a limited range.
4/5
KIDS STUFF
Kids Stuff has an impressive seven High Street shops which are all detailed on its website. What makes Kids Stuff stand out
from other sites, though, is that it lets customers view toys by supplier, rather than just category. I click on Casdon (a role play specialist), and on the following page I’m given a price breakdown. I’m able to view products priced between £5 to £10 and £10 to £20. I quickly spot the ‘Backseat Driver’, a kids steering wheel for car journeys, priced at £9.99. On the next page, product details are sparing, and are comprised of only a small description and an age recommendation. However, there is a useful ‘tags’ system, which lets me view all other pre-school and
role play toys when I click on the tags. Typing ‘role play’ into the search box also produces a long list of appropriate wares. Checkout utilises Google Wallet, which is a fine option for most, and delivery comes in at £3.50. The option to order over the phone is also promoted on the Kids Stuff website.
Verdict: A modest website that represents a High Street retail chain of seven shops. Functional, and performs its job well.