From Undecided To Sold! Transforming Online Retail Experiences
Rupa Shankar Associate Director Social Computing
© Rupa Shankar
High Foot Traffic Zone
Great Location/
A Well-Stocked
Store with the latest
items
Courteous, Knowledge-
able Staff
© Rupa Shankar
Source: Amazon.com
Source: Amazon.com
Source: Amazon.com
© Rupa Shankar
™
© Rupa Shankar
© Rupa Shankar
Ineffective Navigation leaves customers asking “Where is the product I want?”
Source: Sears.com; Flipkart.com
a “Effortless!”
Source: B&H Photo
Too much choice leads to confusion & indecision—the stumbling blocks for purchases
Source: Walmart.com
Uncluttered Pages
Uncluttered Layout Feels “Easy” To Take In
Source: Nordstrom.com
© Rupa Shankar
Empower Users With Great Content
Recalculates MRP with each change
Source: Mini.com
User Generated Content builds trust & gives greater power to make a purchasing decision
Source: TripAdvisor.in
Likelihood of revisiting site
Engagement Source: Harvard Business Review
NGC’s competitive advantage lays in differentiating based on audience desires, not just on the range of products or services
Source: National Geographic
© Rupa Shankar
“Retailing Judo”— use the shopper’s own momentum, her largely unspoken inclinations and desires, to get her to move in a direction unplanned, and often unaware. Paco Underhill, Why We Buy
Source: Why We Buy, Paco Underhill
When clutter meets overselling… Too many calls to action = NO ACTION
Source: Lloyds.com, Inginsurance, Expedia.co.in, Capital one, Walmart.com
Source: Groupon.com
Sleek design heightens ineffable appeal of the brand
Rich, engaging content builds confidence in the product quality
Source: Apple.com
Source: Apple.com
© Rupa Shankar
+ Sporty cachet of stores to the web + Brand imaging & calls to action are inescapable
- Beacon of impeccable taste does not do a good job of transferring the style online - Can you even see the brand name?
Source: Ralph Lauren, Barneys New York
Bring the social experience into online: Ebay Help me Shop
+ Customers likelier to purchase if their friends weigh in + Engagement and consultation through Facebook
Source: Ebay
Next-gen ecommerce sites provide “beyond transactional” appeal with real, emotional highly curated experiences
Source: Ahalife, Joyus, Pinterest
© Seth Godin, Purple Cow
Purple Cow, Seth Godin
Play Video >
© Rupa Shankar
