write a story on your experience on online shopping
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One of the best examples of online shopping experience is without a doubt Amazon.com. Since its launch, back in the 1990s, Amazon has sought to be the most customer-centric online store in the world. In fact, along with eBay and Google, it’s been one of the pioneers in generating business intelligence online, being able to grow and dominate the market thanks to sophisticated analysis that have allowed the company to understand the preferences and behaviors of its users.
Personalization and recommendation systems
Thanks to this strategy, customers can view the latest offers of products they have been searching online. In addition, the e-store strives to offer its customers numerous personalization features and services, such as wish lists, gift cards, detailed product descriptions, etc.
As we see Amazon's strategic thinking is not limited to being just another sales channel. It goes beyond, always thinking about how to sell more and better. In order to do this, it plays with the relationship between the ability to recommend and segment customers based on their buying behaviors, along with an interface that, even without having a great design, has managed to optimize the necessary interactions to buy online in the most effective way.
- Easiness to search products
Its system to find specific products and categories through a search bar on the homepage is also worth mentioning. In the option to search by category, for example, you can click on “See More Stores” to select the specific product category that you are looking for. Each category has its own customized options to search and explore, located on the top navigation bar or on the left search box.
Product description
If you access the e-store, the first thing you notice are the marketing campaigns in the homepage, which are not too intrusive and still allow to fully display the menu in the upper left corner to access the different product categories. It also features a search engine located on the top bar which will display the items available based on your input. Once the item has been found, you can get more information by clicking on its name or image and access a detailed data sheet with the characteristics of the product, discounts available, accessories, etc. This is something which the store has improved, as now it also integrates suggestions of related products and links to Twitter, Facebook, Pinterest, Myspace and Google+. What is missing is an option to comment and read what other clients say, which is important because customers are increasingly using the internet to compare products.
- Security and trust for clients
The handling process of orders, as well as in Amazon, is very simple, which is quite positive. You just have to add the product to the cart by clicking the button “Add to basket”. Once you have finished selecting products, the order will be processed by pressing the button on the lower right hand. After placing the order, all transactions are done over a secure connection with a user code and password. This is a very important aspect, as online stores must be well identified with trusted certificates and payment gateways to facilitate purchases. In this sense, El Corte Inglés took a giant step when signing an agreement with Paypal, which means a significant improvement in safety for clients, who can now pay their orders without having to share their bank account data.
Final delivery
Finally, a satisfactory shopping experience online is not complete if the product is not delivered properly. In the case of Amazon.com, the expected delivery times are met, with the added bonus of offering online tracking of the order’s status. The store also offers next day delivery option.
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