Samenvatting

This dissertation aimed to investigate how Kruidvat can improve their website to attract more customers.
There has been a clear upward trend in online shopping in the Netherlands the past years. In order to
gain and/or increase their competitive advantage, companies have to stay up-to-date and meet the
customers’ demands in the respective market. The paper provides detailed information of the current
condition of the website, an evaluation of customers of Kruidvat between the ages of 18 and 34 and an
analysis of the public opinion. The dissertation also discussed three sub-questions. The first sub-question
examined the current state of the website, the second explored the motivation of the customers when
shopping online and the third analyzed the suggestions for further improvements of the website. The
paper considered three different digital models in order to improve the website. The 6Cs of customer
motivation model was chosen as a basis for the research design. The participants in the focus group were
Dutch citizens and customers with an international background, with a common ground that all of them
lived in the Netherlands and had previously shopped at Kruidvat. Further findings and analysis showed
that there is room for improvement on the website. Some of the most important recommendations are
to change the colors of the website, to add an English option and to reduce the shipping costs. The
dissertation could lead future research involving improvements of retail websites, as well as provide
some information on the online shopping topic.