Why Do You Shop Online?
With Brookstone’s recently launching their 3D walkthrough store, you can stroll through virtual aisles complete with product placement and displays mimicking their real world stores. On the other hand, Barnes & Noble’s revamped Website has taped interviews with authors, webcasts, etc. geared once again to provide a more in-store experience, while Border’s beta site beta.bordersstores.com, features a “magic shelf” that lets users browse a customisable rotating display of books, music and movies.
Is a 3D walkthrough however the way to increasing conversions? What is it that you look for when shopping online? I, for instance am primarily goaded by the ease of ordering without fighting traffic, finding something I cannot find offline, gifting something to someone far away or a better bargain. Other reasons could perhaps be reviews and recommendations, ease of finding what you are looking for and hence better navigation and search, a good selection of products, relevant information about the product which will help me buy, etc.
A 3D walkthrough environment would fit in better in Second Life or as a part of other 3D worlds. For the rest, it would provide an immersive novel experience, but would it actually lead to the main objective of an eCommerce site – that of driving recurring sales online? I don’t think so.
What do YOU look for in an online store?
Related posts:
- Now, shop on your mobile
- How Far Can You Trust Online Reviews?
- How Important Are Social Features for eCommerce?
- Buy Your Shoes Online With BigShoeBazaar
- Is Online Video Advertising The Key?
Filed under: Digital culture, Ideas & Innovations
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