Conduct a randomly sampled survey to attempt to determine which attributes are the most important. Make improvements accordingly. However, they are weak in integrating and retaining a large amount of the purchase criteria to make the best decision. Online retailers have an advantage in helping shoppers to compare products and to make the best choice, because computers can quickly process large amounts of complex data. Furthermore, technologies and techniques are readily available to create decision aides that can do the work for consumers.
Databases are available to store information.
Decision aides, such as recommendation agents and comparison matrices, can be utilized to help consumer process information resulting in a decision. Do not forget that the user interface must be easy to use and must have features that are relevant to the buyer using it. We do not attempt to provide an exhaustive list of available technologies, but will cover some of the most important ones for online retailers. The best solutions will probably combine several technologies with the goal to take the user through the complete buying process to the purchase click. The following chart shows how several technologies could fit into the buying process.