10 experiences in successful innovation of 100 major retail websites

(China Electronic Commerce Research Center) Foreword: The U.S. E-commerce market is one of the most developed in the world, analysis of the U.S. online retail website in 2009 How it is a very interesting topic, because it is likely that some of the current from the U.S. electricity market summary of trends and experience will be reproduced in the Chinese market. Recently saw a dedicated online retail website data analysis company launched the 2010 version of the U.S. online retail website 100 Strong list, I will be here to the content of translation and then do a new topic, I believe that the domestic electric business practitioners are helpful.

Use creativity to defeat depression

At the beginning of 2009, as the overall economic situation in the United States worsened, shoppers ' spending power naturally declined, but as we can see from the top 100 list of the selected retail sites, these businesses have come up with all kinds of innovations to make the website shoppers more loyal and healthier. This may have been caused by the harsh environment.

Many retail sites focus on user interaction, including the ability to add ratings reviews, build blog posts with more information, or ask and answer functions, while others are more actively communicating with users on SNS, such as Facebook and Twitter. Some sites will be more intuitive navigation in the station, and some sites rely on membership system sales and daily specials and other means to attract users. In addition, many retail sites have also begun to focus on mobile channels, indicating that users are indeed increasingly starting to use the hands of the more powerful mobile phones to shopping.

We have summed up the following 10 lessons from the successful innovation of the 100 major retail websites this year:

(a) genuine and shopper "mingle" should be the most obvious trend of this year's retail web site, as the CEO of a retail website specialising in footwear said, "the importance of social networks has become a part of our corporate culture, as it (social networks) has become an indispensable part of our user life. ”

Our 2010 online retail blockbuster is not simply a Facebook and Twitter page to prop up the façade, but rather makes the effort to make the user actively think about accessing the pages. For example, the teen clothing brand, Forever21, has attracted more than 510,000 fans on its Facebook page, where brand supporters can see the latest outfits and score and share them, along with interesting games, lots of pictures and lively forum discussions.

Figure I: Forever21 's Facebook page, it can be seen in the details of a lot of work, such as the page operators use text and tone is very consistent with the target user group positioning

Figure II: Users can upload pictures of wearing branded clothing for other fans to score, or comment on the new product (the value of this information is priceless to the fashion business, and the colleagues who have read the classic MBA case Zara should have experience)

Many retail sites also add more community interaction features to their own sites, such as Backcountry.com to send bonus points for each user who uses a real name for a comment.