Search engines and other e-retailers lose share as shoppers increasingly turn to Amazon for product searches, a Bloomreach survey finds.
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Click on View Brochure at Burberry.com and prepare for a lavish experience. A shopper clicks on New Season and sees an elaborate video of models in London wearing Burberry. The shopper decides on outerwear, heads back to the brochure home page, clicks on an image and up come vivid photos and videos. He selects an image and the site displays a larger version that enables him to mouse over the clothing on models and click to get more information about an item and manipulate its image. Clicking Buy This Item takes the shopper back to the Burberry.com store, which delivers a sleek and elegant experience. What’s more, Burberry just introduced ArtoftheTrench.com, a social site for customers to share stories about the signature trench coat. If there’s one thing Burberry knows, it’s its customers.
Aclick on Explore Calvin Klein immerses a shopper in CK as a fashion show begins on video. A click on Underwear takes shoppers through a rotating view of the titillating photography Calvin Klein is known for. Then over to Calvin Klein TV, another section of the site, this time devoted to runway shows, fashion shoots and TV ads. “With CalvinKlein.com, and social media channels, we can now show our consumers print and television advertising campaigns, footage from our runway shows, and key media highlights from events,” says Tom Murry, president and CEO. “As our content has continued to expand and become more robust, we have seen increased traffic to our site. We plan to continue to focus our efforts on further developing this aspect of the site to complement our e-commerce business.”
Charlotte Russe has gone from zero to 60 in e-commerce in two years with fast navigation, social media and generous use of graphics. The result is a web site that offers snappy presentations of apparel and accessories for teenage girls and young women. The site features product sharing via social networks such as Facebook and Twitter through Shop Together and Share This Item tools. “There are a lot of stats out there about how frequently our users are on social networks,” says Craig Gillan, director of e-commerce. “Advertisements are less of a driver on whether she purchases, so we needed to harness peer influence.” CharlotteRusse.com also offers video of its apparel in its “People’s Liberation Boutique” and quick product views via pop-ups without leaving the product page.
When it comes time to mark a milestone in a child’s life, Chasing-Fireflies.com knows how to help shoppers find just the right items. The top-of-the-page navigation includes categories such as birthday, christening, tooth fairy and costumes along with boy/girl, home and gifts. Shoppers can also search by themes in a child’s interest area such as mermaids, monsters or horses. The catalog and online retailer of children’s apparel and costumes also offers personalized items for children throughout the site. The site’s uncluttered, playful design features “customer care” prominently in a circle at the very top of each page for shopper’s access along with account information and gift registry. Another convenience for shoppers is the option to ship to multiple addresses with a single checkout.
Coach Inc.’s redesigned web site offers shoppers easy navigation by allowing them to search its assortment of handbags by collection and type, such as shoulder bag, satchel or tote. The new design also gives shoppers tools to see products from all angles. Shoppers can turn items around virtually by clicking on a 360-degree view button to see all sides of a bag. On product pages they can click on more views and view the inside of open bags as well as see the products hanging on a half-mannequin for a perspective on size. On the new site, shoppers can reserve products at a store where they are available and pick them up within 48 hours. Coach Inc. rebuilt the platform with IBM WebSphere technology, and company executives say it has also improved the site’s checkout and search functions.
Columbia Sportswear Co., a manufacturer of ou tdoor apparel and gear, hit the ground running with its August e-commerce site launch. Columbia.com plays up the graphics, including a super-tight zoom feature, and product pages that let shoppers see apparel in various colors without refreshing the entire page. The site features videos-made in-house-of products in use in the field, along with videos about outdoor adventure “pioneers” including surfers and dog-sled racers. Videos also are embedded in some product reviews, such as YouTube vignettes showing ski jackets worn by high-altitude mountain skiers. “For Columbia, the multichannel approach can’t be stressed enough,” says Paul Zaengle, senior director of e-commerce. “Whether online or in stores, shoppers can leverage the same assets and information.”