← Marrakesh case study
Competitive / Comparative Feature Inventory
Each site below was evaluated across 29 features in seven categories, revealing that IFM was missing standard functionality its direct competitors already offer — from wishlists and breadcrumbs to a trade program and rental/event services visibility. These gaps became the foundation for prioritizing what to introduce in the redesign.
| Direct Competitors | Indirect Competitors | Comparative (Boutiques) | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Category | Feature | Imports From Marrakesh (NYC) | Moroccan Prestige (FL) | Tazi Designs (CA) | Beni Rugs (NY; Morocco) | Sheherazade Home (NY) | Atlas Weavers (LA / N.Ireland) | Restoration Hardware | Pottery Barn | West Elm | ABC Carpet & Home | Anthropologie Home | The Citizenry | Seret & Sons | Maison 140 | Rikumo | Il Buco Vita |
| ACCOUNT | Account Profile | — | — | — | |||||||||||||
| Two Factor Login | — | — | — | — | — | — | — | — | — | ||||||||
| SHOPPING | Wishlist | — | — | — | — | — | — | — | — | ||||||||
| Shopping Cart | — | ||||||||||||||||
| Currency | — | — | — | — | — | — | — | — | — | — | |||||||
| New Products | — | — | — | — | |||||||||||||
| "View In Stock" Items | — | — | — | — | — | — | — | — | — | — | — | — | |||||
| Recently Viewed | — | — | — | — | — | — | — | — | — | — | — | ||||||
| Recommended Items | — | — | — | — | — | ||||||||||||
| Shipping / Return Info | — | — | — | — | |||||||||||||
| INTERACTIVE | Social Links | — | — | — | |||||||||||||
| Reviews / Testimonials | — | — | — | — | — | — | — | — | — | — | — | ||||||
| News / Blog | — | — | — | — | — | — | — | — | |||||||||
| Press | — | — | — | — | — | — | — | ||||||||||
| Newsletter Sign Up | — | — | |||||||||||||||
| PROFESSIONAL SERVICES | Custom Services | — | — | — | — | — | — | — | — | — | |||||||
| Rental / Event Services | — | — | — | — | — | — | — | — | — | — | — | — | — | ||||
| Trade Program | — | — | — | ||||||||||||||
| Styling / Care Tips | — | — | — | — | — | — | — | ||||||||||
| NAVIGATION | Search Filter | — | — | — | |||||||||||||
| Footer Menu | — | — | — | — | |||||||||||||
| FAQ | — | — | — | — | — | — | — | — | |||||||||
| Breadcrumbs | — | — | — | — | — | — | — | — | |||||||||
| INCENTIVES | Sales | — | — | — | — | — | |||||||||||
| Coupon Ads | — | — | — | — | — | — | — | — | — | — | — | — | — | — | |||
| Gift Certificates | — | — | — | — | — | — | — | ||||||||||
| MISC | Store Images | — | — | — | — | — | — | — | |||||||||
| Integrated Map on Contact | — | — | — | — | — | — | — | — | — | — | — | — | |||||
| Accessibility Adjustments | — | — | — | — | — | — | — | — | — | — | — | — | |||||