One of The Bombay Co.’s goals with its web sites is to create a shopping experience online that consumers can’t get elsewhere. Among the innovations at its redesigned sites, which launched in September, is a feature that lets shoppers view an electronic version of assembly instructions before making a purchase.
One of the biggest potential headaches furniture buyers face, says Stacey Gross, director of Internet operations, is taking on a difficult assembly project for products delivered in pieces. Whether shopping in a store, a catalog or online, a product’s appearance usually doesn’t give a clue as to how easy or difficult it may be to assemble.
But the new designs for Bombay’s three retail web sites-Bombaycompany.com, BombayOutlet.com and BombayKids.com-let shoppers click into a PDF document to view an illustration showing all the parts and the assembly process required to make a product look the way it does in its merchandising display. “Customers can see how difficult or easy it is to assemble a product before buying it,” Gross says.
In addition to assembly instructions, Bombay also offers more details on what materials its products are made of, and instructions for how to keep them looking new, Gross says.