Retailers shift their ad spending from TV, radio and print ads to digital ads.
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- Time to move between pages: 36 seconds to section home page from Kmart.com
- Total clicks to merchandise: Four clicks from home page to product information.
- Notable site features: Lots of shopping “how-tos.” Good gift selection. Fun features such as sweepstakes. Prominent “featured” items.
- Ease of contacting company: Kmart encourages calls, and is concentrating on sending thoughtful responses to
- Ease of ordering and paying for merchandise: Shoppers have to make two clicks to add an item to their shopping cart, but the checkout process is well-explained.
- Are privacy/payment policies clearly posted and explained: “About Security” box is prominent on home pages, shopping sections and throughout the checkout process.