Page 3 - How Top Merchants Create the Best Customer Experience

P. 3

editors note
A GOOD SITE CAN MAKE

OR BREAK THE SALE

You could have the best product in the world, but no one will know it
if you have a poor site experience.

And what a shame that would be. Online retailers can invest heavily
in a quality product, provide fast fulfillment and target the right
shoppers in their ads, but if the site experience is poor, everything

falls apart.

A slow-loading site. Not enough images. Suggested products that
don’t fit that shopper. Clunky search results. After a merchant makes
all the necessary investments, it would be silly if one of these things

kept a shopper from buying. But sadly, that can be the case.

That’s why online merchants need to offer a good customer

experience. This November Strategy Insights issue can be your
guide to what to offer in terms of a quality online shopping
experience and what shoppers expect.

In my reporting for this issue, I interviewed Jay Nigrelli, senior vice

president of ecommerce at Perry Ellis International. He outlined
several initiatives the apparel merchant is executing to improve
its ecommerce experience, from launching buy online, pick up

anywhere, to an avatar on the product detail page to help shoppers
see the fit of a garment.

While these are involved endeavors, he says success in ecommerce
is about three things:

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