Retailers shift their ad spending from TV, radio and print ads to digital ads.
For 2007, Hewlett-Packard Co. isn’t planning any major overhaul for HP Home and Home Office Store. But HP will perform periodic nips and tucks to expedite site navigation and customer service, says Sam Taylor, senior vice president, consumer direct.
For 2007, Hewlett-Packard Co. isn’t planning any major overhaul for HP Home and Home Office Store, its business-to-consumer e-commerce channel.
Rather, the company, No. 5 in the Internet Retailer Top 500 Guide, will be performing periodic programming nips and tucks to expedite site navigation and customer service, says Sam Taylor, senior vice president, consumer direct.
In October, HP added PayPal as an alternative payment program. The company also modified its product pages with more content such as features that enable shoppers to compare and purchase specific options for a computer such as operating systems, processors, memory cards and other components. The product pages also feature expanded “how to” content, including various online classes. “We are introducing more user generated content,” says Taylor.
Over time HP Home and Home Office Store has added product recommendations to items customers are placing in their shopping carts. Product pages also have been reconfigured with other enhancements, such as different views of the merchandise that allow customers to zoom in or see a notebook computer, big screen TV or digital camera in three dimensions. Additionally, site search criteria has been refined to allow customers to search by different criteria such as by price after rebate, mega-pixel size, display size and optical zoom for a digital camera. “We are providing more attribute-based navigation,” says Taylor.
In November HP Home and Home Office redesigned the home to page to move certain elements, including product categories, higher. Also in the works are more customer reviews using a program from Bazaarvoice, a tool which enables shoppers to rank gear by the highest customer ratings, a click-to-call application and a new loyalty program. “We have two general themes for 2007: becoming more multi-channel and making the online purchasing experience easier,” says Taylor.”
Patricia Graca, manager, customer experience and web site production, HP Home & Home Office Store is speaking at the Internet Retailer Conference & Exhibition, June 4-7 in San Jose, in a session June 7 titled Site Usability: Better Navigation Keeps E-Shoppers On Board.