What's the right amount of information to offer customers?
As shoppers, we’re all used to easy access to heaps of product information, right? From washing machines to wedding rings, just google the item you’re looking for, and dozens of online retailers will come to your aid. Not to mention review sites, a few savvy manufacturer sites, blogs, twitter feeds...what’s the problem?
But how much of this data is what customers actually want? Can shoppers trust it, or even use it to help them narrow their choice, the way they want to?
We ran a number of customer interviews to explore what information is really valued, and the results were intriguing, with a few surprises. Some examples:
▪ customers want to see not just todays' item price, or the previous price, but the full history of pricing
▪ customers find quality product images helpful, but they value 'real-life' images of the item in use over time just as highly
▪ customers are used to sorting by product category, but being able to add their own category tags enables them to compare products that they consider like-with-like (e.g. handbag vs. rucksack)
To read more about our findings, click here.
