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E-Commerce: No Place for Wimps
By Julie | April 6, 2008
Here is how NOT to be a catalog retailer on the Internet:
- Mail out a spring catalog with the new line as the feature
- Launch your new web site, complete with a big feature on how neato-swell they hope everyone finds the new site
- Fail to include ANY of the new spring line on the web site, whether due to failure of database integration, misguided idea that the site should focus on winter clearance a bit longer, or simple poor coordination between merchandising and technology
- Despite the web site allowing order of the new merch via stock number, have the web site reject all promotion codes and customer loyalty codes
Note that this retailer has a long history online and should really know better. They fail a user experience test well before I get into the usability issues of the new design, which are many and awful.
Topics: business management, commerce, databases, design, dumb techniques, marketing, online branding, traditional media, usability, zrong |
