The tools build on the vast amount of information Google knows about consumers.
The site employes vignettes to tell stories about its products.
Crate and Barrel’s e-commerce site uses full-width images and vignettes, such as “Grandpa & Grandson,” to provide an appealing back story to groups of products. How consumers use the site led the retailer to adopt the new navigation scheme, says John Seebeck, vice president of e-commerce. A click on the “Grandpa & Grandson” image reveals a web page with a photo of a young man and an older man in a den, having drinks. Users can click on links in the picture to learn more about the products portrayed, such as the furniture and tumblers. Tiled below the main image are smaller images of additional products and a link to an app with drink recipes. The new navigation scheme has more room around the links to make it easier for consumers to tap them when using tablet computers.
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