SWOT

Addressability

Strength – Saves your information, when you are registered and you don’t have to enter it several times "Loyallist", Personalized homepage and E-mails, Sends promotional emails

Weakness – if you are not registered your information won’t be saved

Opportunities – Drive more customers to the website, more suggestions while shopping

Threats –Privacy issues

Interactivity

Strength – Customer service available by phone or email, product reviews are available, you can also share the products through your Twitter, Pinterest or Facebook accounts

Weaknesses – No live chat with customer service

Opportunities – Live chat while shopping, Customer service not 24/7
Threats – Their competitors provide live chat with customers

Memory

Strength - Keeps track of recently viewed items and provides suggestions based on pages customer has visited, Friendly reminders of shopping cart, past purchase history

Weaknesses – Doesn’t suggest items based on what you are shopping for

Opportunities - Suggest more personalized items while shopping, in different categories 
Threats – Competitors create entire looks based on one item while shopping

Control

Strength – Easy to navigate, many filters while shopping, search bar, real-time of when product will be shipped

Weakness - Doesn't have video clip of items 

Opportunities – Video clip to see item on a real person
Threats – Their competitors now offer to veiw an item on a real person

Accessibility 

Strength – A customer can easily find all the information needed about the product when view it and about the company as well. Social media options at the bottom of the screen

Weaknesses – Difficult to access their customer service

Opportunities – More social media options should be presented on the site
Threats – Major competitors already have live chat with customer service

Digitalization

Strength – Good quality images, fast download speed, quick Brown Bag updates

Weaknesses – No video of products

Opportunities – Video on the product is important since so many companies have it now
Threats – Competitor companies offer videos of the product while browsing