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. Lands' End offers a personalized shopping experience through its Lands' End Live feature. While on the site, a visitor can go message a customer service representative for assistance in locating goods. In response to real-time queries, the customer service rep may reply with lists of URLs that point the buyer to different areas of the site. Other customer-oriented services include Your Personal Model , in which a customer can select a model based on body type and receive clothing suggestions based on that profile.