For example, Easton pointed out that companies who are geared to selling wares online need to make that experience as easy as possible. Interactive branding generally revolves around five components - content, community, commerce, customization, and customer care. Consistent with its mission, the site relies on straightforward news photography instead of cute graphics or illustrations. It's also about voice and tone. The site's navigation and architecture is consistent, predictable, and useful.
Shoppers know when they move from department to department, from toothpaste to aspirin.
Because shopping habits differ among customers, the site provides different modes of entry for the browsing customer or the direct customer. Mattel stands for fun. Barbie's site builds on the hugely successful brand by allowing kids to have a Barbie-like experience. Women can chat online, share ideas, and ask for help in a non-intimidating environment. Barriers to chat participation are minimal and feedback is immediate.