Page 16 - How Top Merchants Create the Best Customer Experience

16 ONLINE SHOPPERS WANT A FAST SITE AND THEIR INPUT TO COUNT

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

“Ecommerce isn’t rocket science. It’s making sure you

are doing the appropriate things and finding the right

partners to execute them.”

— Jay Nigrelli, senior vice president of ecommerce, Perry Ellis International

“Ecommerce isn’t rocket science. It’s making sure you are doing the

appropriate things and finding the right partners to execute them,”
he adds.

One benefit for merchants launching new tools is that many
ecommerce vendors now offer proof-of-concepts or demonstrations

live on the retailer’s website, Forrester’s Pfeiffer says. This allows
merchants to have an idea of what kind of impact an improvement
in functionality will have, she says.

“This small change in how vendors prove the value in their systems
is having a major impact on the trust factor for retailers,” she says.
“This enables more retailers to experiment with newer tech, at
lower risk.”

LOOK TO YOUR SHOPPERS ON WHERE TO START
IMPROVING YOUR SITE EXPERIENCE

When retailers don’t know which customer experience tool to
implement first, many look to their shoppers for inspiration.

Wine subscription retailer Winc.com, for example, continually

surveys its members about products. It also reads through all of

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