December 26, 2000, 9:55 AM

The Mood Behind the Merchandise

(Page 3 of 3)

Blueasphalt.com’s Phoebe pops up in the middle of her room on the home page. When customers click on various items in her room, Phoebe guides them through a particular service. Her computer is a conduit to opening an e-mail account, while her shopping bag leads to BlueAsphalt’s clothing section. Phoebe adds a fun, video game aspect to the site. Besides, if she bothers you, you can take out your revenge by giving her a makeover. Green lipstick, anyone?

The ins & outs of ambience

 

Here’s how consultants and retailers lay down the rules over summoning up a Web store’s mood.

- Make your site the salesperson: Use your knowledge of your customers’ demographics, wants and needs to make it easy as possible to find and purchase what they’re seeking.

- Simplicity sells: Strive for a simple design, limiting use of features and special effects-such as streaming video-that require large amounts of bandwidth.

- Testing 1, 2 ,3: Use focus groups to ensure your site is easy to navigate, with a 56Kbps modem-the standard for most users.

- Shoot for the Web: Use high-resolution color photography specifically for the Web, rather than recycling shots taken for catalogs and other media.

- Personalize: Consider digital personal shoppers or online guides to personalize your contact with customers, such as BlueAsphalt’s host, Phoebe.

- Interact: Use chat rooms and customer surveys to solicit customer input and build an online community.

- Do the impossible: Use the power of digital technology to perform feats that aren’t possible-or practical-in the real world. For example: virtual store layouts that instantly reconfigure to highlight the desired merchandise or product category.

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Seth Barnes / BLOG_ROOT

Commissions are for closers

A Savings.com executive responds to an Internet Retailer article describing a web merchant’s decision to ...

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

Advertisement