The experiential shopper who visits a new site is looking for cues that direct them to items of their interest. Experiential shoppers are more likely to be attracted by well-designed sites that allow them to navigate easily through the landscape. Many of the experiential users are using their time online to gather information before making buying decisions. For experiential consumers, the retailer has an opportunity to inform and influence the consumers about their choices. There are several factors that drive experiential shoppers to a site.
Consumers have a greater degree of trust with brands that have proven degrees of recognition.
Ernst and Young asked both online buyers and online consumers who don t buy over the Web about the factors behind their purchasing decisions, and how satisfied they were with the online shopping experience. Important factors for both groups include how well products are pictured, how well they are described and the ability to do comparison-shopping. These sites offer great relationship building tools for both the retailer and the consumer. For retailers, mixing content and context with commerce helps to establish a sense of community for the consumer. The degree of interactivity is a strong factor into establishing this relationship as well.