The shoe and apparel specialist does all the little things right on its home page. In general, people don't like repeats. The truth is, most companies would be doing well if their Web sites were half as easy on the eyes. After much surfing, said customer finds the exact right glue gun. Finally, imagine the consumer cursing Ted's name when the total cost of the sale works out to be higher than if the customer had just run out and bought the thing at the local hardware store.
Customers shop on the Web for lots of reasons.
Price happens to be four of them. Truthfully, we're at a loss to figure out why more etailers don't adopt this buyer-friendly practice. Stand Out Some online merchants seem to grasp the notion that standing out from the crowd is a good thing. By using different points of entry, different colors, and different signage, the two online computer merchants offer two very different shopping experiences. If the company's survey of some 50 virtual merchandisers is any indication, etailers have a long way to go in winning the confidence of consumers.