10:45 a.m. - 12:15 p.m.

Making Rich Media A Rich Source of Sales

Introduction: With the use of rich media, a web site can efficiently provide so much more information—and so many more interesting customer experiences—than can ever be conveyed in print. As a result, many web site developers load up the site with all the content they can get their hands on. But there are costs—both hidden and obvious—to overloading a site with flashy media content. The key is to add rich media content that invites shoppers to the site, encourages them to buy and creates customer loyalty that brings them back. Adding the wrong rich content or too much content can create confusion or, worse, turn off web shoppers altogether. Knowing where to draw the content line is crucial to developing site designs that sell.

Workshop Content: This workshop session will help retailers understand the kinds of rich media content that creates buyers at web sites. Our first speaker, usability expert Jeff Schueler, will report the results of an exclusive study that he conducted for this conference on which kinds of rich media are the most influential to buyers. He will include detailed reporting on how consumers use rich media, how the rich media performed in real-world settings and what strengths should be exploited and weaknesses beefed up. Jeff will be joined by Craig Horsley, site operations manager at J.C. Penney, who will discuss the challenges and benefits of employing rich media at JCP.com. and how customers use it, and by Tari Huddleston who will discuss how The Home Depot uses rich media; how the applications are a driver to higher conversion of customers; which rich media (demos, interactive catalogs, video, showrooms) perform best; and tactics and considerations in deploying rich media.

About the Instructors: Jeff Schueler is president of Usability Sciences Corp., a leading consulting and research company that has helped many leading brands create web sites where the disparate elements all work together. Craig Horsley, web site operations manager, JC Penney, is in charge of smooth execution of the rich media offerings at JCP.com. Tari Huddleston manages HomeDepot.com’s implementation of rich media, which includes extensive product and how-to videos.