Creating a Successful Multi-Channel Experience

[mandy]

In fact, Selkoe said he has seen retailers get so carried away with design and bells and whistles when translating their brand to the Web that they risk losing their customers.

Retailers, he said, "should be mindful that whatever they do affects their brand, and that their first priority is making sure their Web site works and that people can find stuff without being distracted. If you go overboard [with design and/or video and/or music and/or too much content], you hurt people's ability to buy," and that hurts business.

Conversely, you don't want your site to look and feel like a static (or print) catalog. If you go that route, "people will come to your Web site and be disappointed, especially if they love your store. They'll be, like, hey, this is boring," he said.

The trick is to strike a balance, which means having "enough of your personality and uniqueness shining through, so that people are excited to shop at your store," while making sure your site is easy to use/navigate and is constantly updated — i.e., fresh — so people will be excited about shopping in each of your channels...

full article: http://www.ecommerce-guide.com/solutions...hp/3757621