The purpose of the website is to make money for the company and ensure that a significant profit is made. It does this by selling items such as clothing, shoes and accessories. JD sports is not only an online business, it also operates as a department store. The website expands alongside department stores to facilitate sales. The reason it has a website is because it provides a global option and means anyone in the world can buy products from JD, increasing profits significantly. Having a website also means there are fewer overheads and staff than in one of the big stores. The website serves more than one purpose. Another goal is to ensure that the customer continues to use the website. This is what we call “building customer loyalty”. The website achieves these goals successfully because the company is still in business and is a very wealthy company, so it obviously makes good profits. JD sports is a very well-known company all over the world and many people buy products from JD time and again and therefore are very successful in building customer loyalty. The JD sports website is structured to make it quick and easy to find any item that is available. There is a search option at the top right of the screen as well as a list of all the brands that offer items on the JD Sports website. The website does not currently have a sitemap, so I cannot fully understand the structure of the site. JD Sports offers a range of products from men's jackets to women's shoes. JD specializes in clothing and footwear and manufactures clothing for men, women and juniors. Big brands like Adidas, Nike, and Fred Perry sell their products to JD, and then JD resells them to the public. This is a good thing because all the biggest brands are available middle of paper......and want to buy items of a certain brand. To keep customers coming back to the site again JD offers special offers to its customers. These include things like “20% off your next purchase from us”. This makes the customer want to come back to the website and purchase more items. The reason why JD offers these discounts is to retain customers and encourage them to shop on the website. JD offers these deals in different ways. One way to do this is to post the offer on the home page of the website so that everyone visiting the website can see it on their first visit to the website. Another way to present offers is to send the offer to their customers via email. This makes the offer more personal for each customer. This also ensures that each of their customers receives the offer even if they have not visited the JD website..