The tools build on the vast amount of information Google knows about consumers.
The outdoor goods e-retailers enables deep product comparisons.
Quick—what are the differences between Rossignol Axial2 140 XXL and Marker Jester Schizo ski bindings? At Evo.com, the answers are a couple of clicks away, thanks to the outdoor goods e-retailer’s product-comparison engine, which lets visitors compare as many items as they want, and provides extensive information about each. In the case of the two products above, the comparison tool shows differences in the items’ warranty length, brake width, recommended use, construction and price. Sure, expert outdoorsman—and women—often know what they want, but more casual consumers often need more, says Nathan Decker, head of e-commerce. He adds that the tool, which Evo built itself, counters the tendency of some shoppers to put items in their carts just to learn more about them, and then leave the site without purchasing.
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