Archive for the ‘ECommerce’ Category
One press of a Wi-Fi connected button enables instant ordering of, for now, up to 40 brands through the launch of the ‘Dash’ service for Amazon Prime customers in the UK. Said to take the tedious out of shopping, following its success in the US, UK customers can now strategically place these push buttons in convenient locations just waiting for that product to run out.
You can imagine the customer stories that this would solve. The convenience of never running out of key products that are, quite frankly, not exciting to shop for. But what does that mean for the user experience of grocery shopping in general, and will it open up a shift in behaviour and customer expectations for the main grocery home shopping brands in the UK?
New brand struggle
Singular brand button for re-order may make us less susceptible to new product launches and new brands emerging on the market. How will new products to
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Many thanks to everyone who came along to the briefing today and for your comments and questions after Lucy’s presentation.
You can take a look at the presentation and the user videos here: Apple-Pay-breakfast-briefing-6-Oct
A smaller version of the document – without the user videos – is available here: Apple-Pay-breakfast-briefing-6-Oct
As always, please let us know if there’s a subject you’d like us to cover in our breakfast briefings.
- The holy grail – engaging content which drives sales
- We discuss examples from Waitrose, Marks & Spencer and Winsor & Newton
The idea of combining content with commerce isn’t entirely new – almost every major high-street fashion retailer has some kind of editorial section of their site to feature the new trends. But recently, retailers have been finding more innovative ways of merging content and commerce to provide a more engaging customer experience.
At the 2014 Internet Retailing Conference, Waitrose showcased how they’re doing this. Alex Murray, Waitrose’s Web & Multichannel Development Manager said, “People don’t want to buy food – they want a nice meal.” It’s this concept that has inspired Waitrose to not only sell products to customers, but to help customers create the experience they’re looking to get through buying those products.
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Forget technologies like iBeacon and Oculus Rift, speakers at the 2014 Internet Retailing Conference were focused on more practical forms of innovation, notably around delivery and collection services. B&Q, Zalando, House of Fraser, John Lewis, Tesco and M&S all had something to say about this area.
Mark Lewis of John Lewis explained why it’s just as important as ever to be thinking about the delivery options made available to customers:
“Customers are finding that their online bit of their experience is pretty good now, but actually what happens after you leave the site or after you click the button to buy, is perhaps a bigger driver of how you feel about the overall experience.”
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“Our customers don’t think about ‘I shop at retail’, or ‘I shop online’… they just look at a brand.” – Mike Durbridge, B&Q.
“Customers no longer think about shopping in terms of multiple channels. For them, the whole shopping experience should be absolutely seamless and it should be absolutely holistic.” – Simon Belsham, Tesco.
“They shop with the brand. They don’t shop with any one channel.” – Mark Lewis, John Lewis.
We heard this idea echoed a lot at the 2014 Internet Retailing Conference, with speakers going on to talk about the user experience as ‘Multichannel’ or, more often, ‘Omnichannel’.
These terms became the buzzwords of IRC2014, but after listening to so many retailers talking about this, a few questions came to mind:
- What are the differences between the two?
- Do retailers understand the differences or are they jumping on the omni-channel bandwagon?
- Most importantly, what does this mean for the users?
JUNE 2014 – Appliance ecommerce sites
With the Online Experience Index, we aim to identify which ecommerce sites are leading the way in providing a powerful customer experience.
In March we reviewed fashion e-commerce sites and found variation in the levels of usability between the sites, as well as identifying some recurring trends and issues.
Following on from March’s review of clothing retail websites, this report reviews the websites of four retailers of appliances: Appliances Online, Appliances Direct, Currys and Argos. Reviews were performed in the week of 19th May 2014.
In addition to the main Index, we have also included scores for accessibility, mobile and persuasion, emotion and trust (PET) techniques, to explore a broader scope of the online experience.
As expected in this mature, competitive sector, sites featured relevant and engaging content with detailed product information.
- There is room for improvement in the checkout, where forms need to improve.
- One retailer failed to have a mobile friendly site, and another had a site that annoyingly jumped between mobile and desktop layouts.
- Filters were generally well-implemented, featuring a comprehensive range of criteria.
- Shipping costs were communicated well on all sites, within the main user journey.
- All retailers used a range of PET techniques without overwhelming the customer.
Native app or mobile site? What is a fashion retailer to do? In this article we will explore current thinking on the relative strengths and weaknesses of apps vs. mobile sites as applied to the specific needs of the fashion retail market, as well as have a look at what some of the UK’s major fashion retailers are already doing.
To read the article published in the December issue of Mobile Marketing Magazine you can go here.
Alternatively if you would like to read the full version of the article with case studies of ecommerce sites then you can go here Fashion M-retail
SimpleUsability were delighted to win the Innovation Award at the Digitally Leeds Awards last night, bringing home a new addition for the trophy cabinet.
Take a look at the recent piece in Marketing Week in which Steve Lee, Jet2.com’s Commercial Director talks about the benefits of usability research.
In case you hadn’t noticed, Christmas is looming large and many retailers are hoping that they will see a massive boost in sales in this make-or break season. Never before however, has the world of e-commerce been so important for retailers.
Guy Redwood, our MD shared with The Drum his top tips on the simple things every online retailer needs to have on its Christmas list. All retailers worth their salt know that their online presence must be every bit as fulfilling and satisfying an experience as a visit to a bricks and mortar store. At no time is this more important than Christmas when customers are scrambling to search out bargains online and worrying about getting them delivered in time to tuck under the tree.
At SimpleUsability we have spent ten years using specialist, cutting-edge technologies such as eye tracking, to capture conscious and unconscious behaviours of people, watching how and why they buy what they do – whether browsing online or walking around live retail environments. We found that there are many simple things that every retail website can do to ensure the best consumer experience possible. Here are my top ten dos and don’ts that every multichannel retailer can put in place and that won’t require extensive redevelopment:
- Don’t cover your tracks A clear strategy for handling post-purchase worry about delivery is paramount. Users want websites that allow them to check the status of their order. If you are using a third party, make it clear who the third party is so that the shopper can chase the delivery agency directly. This also means any problems are more likely to be blamed on the delivery company than the retailer.
- Inspire confidence in delivery On the ordering or checkout screens, make clear reference to your success in handling high demand over previous Christmas periods to establish a reputation as a company that works hard to get orders delivered on time. Support this with positive customer comments.
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