Michele Bartram - WebPractices.com

Transcription

Multi-channel Secrets to Success
e
for Adding “ ” to Your Business
PART III: WEB DESIGN AND PERSONALIZATION
Author:
Michele Bartram
Chief Web Officer, Brylane, Inc.
and
Editor-in-Chief, WebPractices.com
E-Mail: mjb@webpractices.com
© 2002, Michele J. Bartram. All Rights Reserved. Copying Prohibited.
Who is Brylane? (See Brylane.com)
Brylane is 3rd largest cataloger in
the U.S., and largest specialty
(large) size merchant
8 “click and slick” brands:
Member of PinaultPrintemps-Redoute’s
Redcats Home
Shopping Division,
Misses Apparel: Chadwicks.com,
3rd largest in the
LernerCatalog.com;
world
Special Size Apparel:
LaneBryantCatalog.com,
Has over 24 M
Roamans.com, JessicaLondon.com,
customer file,
KingsizeDirect.com;
10 M active
Home / Lifestyles: BrylaneHome.com,
BrylaneKitchen.com
Mails over 600 M
catalogs/ year
Brylane e-Commerce
Over 2.6 M unique web site visitors /
Ships over 1 M
month
packages / month
#2 web site for women in U.S.
Brylane, Inc. (www.Brylane.com)
Misses Apparel Division Web Sites
Chadwicks.com & LernerCatalog.com
Special Size Apparel Division Web Sites
JessicaLondon.com & KingsizeDirect.com
Special Size Apparel Division Web Sites
LaneBryantCatalog.com & Roamans.com
Home/ Lifestyles Division Web Sites
BrylaneHome.com & BrylaneKitchen.com
Web Design and Usability
How do you design the best Information
Architecture and Graphical User Interface to
maximize usability and “shopability”?
Web Customer Fundamentals
(From Customers.com® by Patricia Seybold)
Make it quick! (Give shortcuts and obvious navigation)
Keep it simple! (Use one-click ordering and contacts)
Remember me! (Save customer data to avoid re-entering it)
Customize it! (Give personalized offers and views)
Delight me! (Give extras with fun, facts & freebies)
Common Information Architecture
Design Data Collection and Dissemination First
What Makes Good Web Design?
Source: http://ecommerce.internet.com/news/insights/ectips/article/0,,10380_1107251,00.html
GROUPED PRODUCT INFO
Product descriptions, pricing and
shipping information should be very
clear and grouped together.
FAST LOADING
Pages and images should load
quickly. Although > 50% US users
have broadband, other countries
don’t.
MINIMAL SCROLLING
Scrolling, both vertically and
horizontally, should be minimal.
Note: Brylane customers DO
scroll down & buy on landing
pages, increasing selling space.
EASY ORDER TRANSACTION
Order transaction should be quick
and painless. If not, they will go to a
competitor with a better checkout
system.
BOOKMARKS
Pages should have the ability to be easily
bookmarked for return visits.
PROMINENT COMPANY INFO
Company phone numbers, e-mail addresses,
FAQs and other important information should
not be buried.
MULTIPLE FORMATS
The site should be designed to accommodate
various browsers and operating systems.
STYLE CONSISTENCY
Colors, styles, fonts and navigation should be
consistent throughout the pages. Creativity
shouldn't cause customer confusion.
INTUITIVE MENUS
Devise menus to be intuitive and sensible.
Information shouldn't be more than a few
mouse clicks away.
USER TESTING
Run test groups of users to determine what
problems are typically encountered in using
your site.
Streamlined Login/ Registration
with Cross-Branding
Increase Average Basket thru Product Page
Coordinates and Multiple Color Quantities
Up-sell “Great
Coordinates”
Multiple Color Buy
on Same Page
Viral Marketing
“Send-to-a-Friend”
Provide Shopping Basket Totals
e.g., www.livrariasaraiva.com.br
Sizing Charts Make the Difference
www.jcpenney.com
Source: e-tailing.com
30% of the
sites
surveyed
had
Personalized Tools
Clear Opt-in Multi-channel Registration
e.g., iVillage.com Newsletter Registration
Advanced Best Practices Web Features
How to Break Through the Online
Clutter with Innovative Techniques
Leverage Existing Strengths… then Innovate!
Unique merchandising, tracking and cost-saving
service features, all user-tested before launch
Reduce service calls with order status and history look-up,
customer address change, mailing list sign-up & FAQs
Improve sales and satisfaction with online inventory
availability and In-Season Merchandise Features.
Use innovative cookie reporting to track unique visitors
and “click to close” on external e-marketing programs
Introduce customers to other company brands thru links
Increase average sale through suggestive selling features
Multiple colors, Coordinates, Up-selling in shopping basket and
In-Season Editorial Recommendations..
Use customers and employees as sales force with
community, viral marketing & gift ideas
Best Practices Advanced e-Commerce Techniques
Enhanced Content
Gift-giving
Online Community/
Research
Customer Service
Replenishment & Outfitting
Web-specific imaging
Advice & Makeover
Customer Councils & Polls
Multiple ship-to’s
Reminders & Address Books
E-Gift certificates & E-Cards
More self-service, returns,
Customer contact tools (per ROI)
Enhanced Product Lines Advanced online marketing
Shop by brands, trends
Private label brands
Web only products
Year-round products
New markets
Pay-for-Placement Keywords
Viral Marketing
Advanced targeting by segment
Public Relations
Contests, Charity
Product Mentions; Interviews
International & Ethnic
Youth & Seniors
Multi-channel reporting
Bridal & Gifts © 2002, Michele J. Bartram. All Rights Reserved. Copying Prohibited.
Provide Search in Ways that Really Matter
I’m Busty!
Search by body type:
I’m Curvy! I’m Pregnant!
I’m Plus Size!
www.lucy.com
• 96% of the
sites
surveyed
had Search
Tools with
Shop By
Category/
Department
#1
Enhanced Product Finder:
e.g., AnnTaylor.com Wardrobe Advisor
Enhanced Shopping: Zoom, Features,
Fashion Offers, Trends and Lifestyles
Shop by Trends, Features,
Offers
Up-sell Matching Items
Combine Best Features on Product Page
e.g., SharperImage.com
Give Offers on
Related Products
Provide
Expanded Info:
Details,
Customer
Reviews, FAQs.
Promote
Referrals and
Comments
Show off Product Status and Exclusivity:
“Invented Here” and Best Seller
Include Accessories,
Parts & Refills
Let Customers Color Their Own World
Colorizing, Footer & Numbered Steps
www.neimanmarcus.com
Provide Cool Tools Source: e-tailing.com
A virtual tour of Neiman Marcus’
Manolo Blahnik Designer Department:
Be enticed by your favorite floating shoes!
REMIND ME,
Mr. Efficient!
COMPARE A FIT!
Pleated or Straight?
Tailored or Classic?
www.luxuryfinder.com
www.jcrew.com
Provide Alternate Browsing Methods
e.g., SharperImage.com Dynamic Browsing;
Newport-News.com View and Click on Print Catalog Spreads
www.abercrombie.com
Allow Shoppers to
Put Together an Outfit
CHANGING ROOM
Allows you to select
items and rotate the
tops and bottoms to
find an outfit that
suits you perfectly!
“Instant Outfit”: Buy an Entire Outfit from a
Web Editorial Feature
Provide Relevant Recommendations at Critical Points
www.saksfifthavenue.com
55% of the sites
surveyed
had Product
Recommendations
Highlights
Highlights
Three items are suggested and pictured
to match selected item.
You can click to view the complete outfit.
Places suggested products
on screen while checking out
Use Collaborative Filtering to Up-sell at Check-out
e.g., Roamans.com Using NetPerceptions
Up-sell & Total With Shipping in Basket
e.g., Chadwicks.com Merchant Up-sells
No Surprises!
Provide Total with
Shipping in Basket
Combine Relevant Content with Related Products
E.g., Williams-Sonoma Recipes with Tools Needed
Liquidate Products through Creative Means
www.jcpenney.com
78% of the
sites surveyed
had Sales
and Specials
Highlights:
Clearance Shop
Red Alert!
Auction
Dynamic
Auto-Markdowns
Empower your Customers with Information
22% of the sites surveyed
had a Glossary
www.victoriassecret.com
had How-to sections
www.delias.com
Appeal to the “Follow the Trend” Shopper with Best Sellers
www.jcrew.com
15% of the sites
surveyed
had Top Sellers
Highlights:
Customer favorites.
Shows a picture of
top selling item and
lists price.
Suggestive Sell through Style and Trend Advertorial
e.g., Chadwicks.com and LernerCatalog.com
Inspire the “First on the Block” Shopper with What’s New
Impulse Buying Opportunities Source: e-tailing.com
www.macys.com
• 85% of the
sites
surveyed
had What’s
New
Prompt Customers to Shop Now and Later
Use Frequent Buyers and Multi-Product Offers
www.alloy.com
had General Promotions
www.llbean.com
had Frequent Buyer Programs
Let Customers Dream through Wishlists
www.bananarepublic.com
Highlights:
Excellent visuals of
chosen products.
Will store up to 12
items
E-mail wish list to 5
friends
Items can easily be
removed from list
33% of the sites
surveyed
had Wishlists
Expand Reasons to Buy with Gift Features
www.bloomingdales.com
had Gift Search and 70%
had Gift Centers
www.victoriasecret.com
Let Gift Givers Add a Personal Touch with
an E-Card Sent with Gift Certificate
Make it Simple and Friendly for First Time Users
www.bananarepublic.com
44% of the sites surveyed had First Time User Tips
and 41% are testing live chat today
www.landsend.com
Provide Service with a Smile (and voice)!
E.g., former WomenOutdoors.com
Bring a Sense of Community to Your Site
www.coldwatercreek.com
www.jcpenney.com
had Testimonial
had refer a friend capabilities
Allow Shoppers to Ask an Expert
www.spiegel.com
Choose from a question
on a list or ask your
own question.
19% of the sites
surveyed
had an Ask The
Expert function
Create Bonds through EmployeeCustomer Discussions (Dell.com)
Let Customers Interact With You and Each Other.
Include Quizzes, Useful Tools e.g., iVillage.com
Help Her Connect With
People Like Her:
Site Area by Age
Make Top Links
Easy to Find
Keep Her
Listening
All Day:
Free
Internet
Radio
“Did You Know?”
Fun Tools- Hairstyle,
Personality, Health
Create
Excitement with
Live Events
Make Her Laugh!
PERSONALIZATION:
Tailoring a Response to Each Customer
The ultimate goal of
every customer,
the Holy Grail of
every marketer
Types of Personalization
Environmental: demographic, geographic,
psychographic
(Ex. 100percentgirls.com customized to tween girl talk)
Preference-based personalization: user enters
requirements
Collaborative filtering: recommendation engines
Behavior-based: on website, in store, with catalog
Rules-based: match offers/ content to fixed
business rules
“Purchasize”: Offer fries with that burger
Analytics-based: pattern analysis thru
segmentation
Offer salad ©to
customers who are on a diet, not the fries
2002, Michele J. Bartram. All Rights Reserved. Copying Prohibited.
What to Personalize
Search results
Product mix
Recommendations
Offers
Personal accounts
Banks, clubs, etc.
Customer service
Specialists, type of service
(phone, chat, email)
Sales, discounts, bundles,
Fulfillment options
cross and up-selling,
Shipping, billing,
pricing
Web pages
Email
Ads
Editorial voice
Personal productivity tools
calendars
email
reminders
Ways to Personalize Content
Registration
Search
By Keyword or Full Text
By Attribute (Ex. Gift)
By Event or Category
By Preference
LandsEnd will soon offer
stored searches as
personalization
Surveys and polls
Email & Ad Targeting
Entitlements
Event-based Matching
Alerts
Matching agents
Observation
Rule-based Matching
Personal web pages
User Profile
Collaborative filtering
Mass customization
Personalized tools- wish
User-defined and controlled
lists, reminders, calendars,
Localization- language and
calculators
geography
Ratings: Community,
Editors
Ask Your Customers’ Opinions To
Determine What To Offer Them
e.g., compras.Terra.es
Make Users at Home by Letting Them Choose Their Content in
For Their Country and Language e.g., www.StarMedia.com
Provide Offer to First-time Visitors
and Seasonal Offer e.g., www.americanas.com.br
Allow Users to Customize their Experience with
Content and Community e.g., My iVillage.com
Provide Personal Tools to Keep Them Coming
Back: e-Mail, Chat, Customized News & Features
e.g., StarMedia.com Páginas Personales
Let User Personalize Her Experience
Through “My Accounts” Source: e-tailing.com
www.victoriassecret.com
56% of the sites
surveyed
had a My Account area
and 44% had Address
Book functionality
www.gymboree.com
Gymboree
Highlights:
Express
checkout
Address Book
Gift reminder
service
Wish list
Shopping
bag-will save
items for 48
hours
Provide Control over
and Access to Personal Data
e.g., PaulFredrick Wardrobe, Promos, Preferences
Store & Use Explicit Product Preferences
e.g., PaulFredrick.com Preferences
Subsequent
PaulFredrick.com eMail with Cufflink
Offer to French cuff
registrants saw 80%
Click-thru rate!
Allow Users to Create Personal
Shopping Lists e.g., iVillage.com
Allow Users to Create a Model in Their
Own Size to Try on Apparel for Fit
e.g., MyVirtualModel.com
Let Users Create Personalized E-Mail Reminders
Provide Tool to Set their Own Reminders…
and follow up with personalized offers/ content
e.g., iVillage Reminders
Provide Passive Personalization Based on
Order & Search History e.g., MyAmazon
Suggest Products Based on Customer’s Profile
Go To Your Dressing Room!
Find selected items based on your profile.
www.bloomingdales.com
Let Customers Customize Products
e.g., LandsEnd.com Custom Jeans,
KingSizeDirect.com Pants Hemming. (Also Nike ID)
Combine Customization with Interactivity
e.g., Nike ID Customized Shoes at nikeid.nike.com
Useful Links and Resources
Ecommerce Web Sites:
http://cyberatlas.internet.com Cyperatlas
http://www.nua.ie/surveys Internet Surveys
http://www.internetretailer.com Internet
Retailer
http://ecommerce.internet.com eCommerce
Guide
http://www.dmnews.com/cgibin/artcategory.cgi?category_id=14
iMarketing News
http://www.digitalcement.com/Best_Practice
s_apwp.asp Digital Cement e-Mail
http://www.imarketing.org/couMIC.php AIM
Multichannel Marketing Council
http://www.marketingleadershipcouncil.com
Marketing Leadership Council
http://industryclick.com/microsites/index.asp
?srid=2&pageid=320&siteid=2&magazineid
=9999&srtype=0 Direct, Catalog Age,
Operations and Fulfillment magazines
http://www.interactivemarketing.org/valuesur
vey.php Value of E-Mail (see PPT.)
Spanish and Portuguese-language
Sites
http://lanic.utexas.edu/la/region/ecommerc
e/
http://searchenginewatch.com/links/Regio
nal_Search_Engines/Americas/Latin_Ame
rica/
http://www.activ-ecommerce.com/
www.starmedia.com
http://www.fecemd.org/ Federación de
Comercio Electrónico y Marketing Directo
http://www.pensandonegocios.com/
E-Business Books
“The Cluetrain Manifesto”, by Rick Levine,
Christopher Locke, Doc Searls, and David
Weinberger
“e-Business: A Roadmap for Success”, by
Dr. Ravi Kalakota and Marcia Robinson
THANK YOU! OBRIGADA! ¡GRACIAS!
MERCI! DANKE!
IDEAS? QUESTIONS?
SUGGESTIONS?
Contact me at:
ecommerce@brylane.com
Attn: Michele Bartram
For e-business resources
and links, visit my site:
www.webpractices.com

Michele Bartram - WebPractices.com

Transcription

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