Comments on: Old Navy’s New (E-commerce) Tricks

By: newrecoupon

newrecoupon — Sun, 24 Jan 2010 17:23:14 +0000

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By: r4

r4 — Fri, 21 Aug 2009 12:48:11 +0000

Nice information.Thanks for share with us.

By: fabiola

fabiola — Mon, 23 Jun 2008 22:30:53 +0000

por que no hay envios a mexico? me gusta todo lo que venden, el problema es que no puedo comprar via internet por que no hay envios a mexico. como le puedo hacer?

By: Robert Eastman

Robert Eastman — Mon, 25 Feb 2008 19:00:21 +0000

Dan O’Sullivan’s idea of buying and returning several sizes at no penalty sounds good in theory but doesn’t work in the real world. Years ago, one of Sears Roebuck’s executives told me that the demise of the Sears Catalog was because of all the (womens) clothing returns. The returned clothes were rarely in salable condition, resulting in a total loss to Sears, plus the added costs of double handling. As the pioneers of mail order, Sears had more experience in the catalog business than any other company, becoming (at that time) the world’s largest retailer.
Obviously, more “user friendly” and technically sophisticated web sites will result in higher customer satisfaction. An internet company’s profitability, maybe even it’s future viability, depends on it’s website’s design!

By: Ramesh Kumar

Ramesh Kumar — Tue, 29 Jan 2008 18:10:16 +0000

The first user goal is to find the right product. By allowing customers to browse similar items from the same category, I believe Endless.com is improving the product findability. On clickstream analysis (on my site), I have seen visitors going back-and-forth from category page to product page.

By: Daniel McGuigan

Daniel McGuigan — Tue, 22 Jan 2008 17:18:52 +0000

Wow Dan, the Endless.com product pages are really nice, their rollover zoom is much cleaner then Old Navy’s and I like the way they allow you to browse through other similar items above the main product info, it’s enough to get a good look at some other options without taking too much focus off of the main product.

By: Dan O'Sullivan

Dan O'Sullivan — Tue, 22 Jan 2008 10:34:14 +0000

The American shoe retailer Endless.com implement a very good product page. They also utilise a rollover zoom similar to Old Navy, but the whole page has a very polished and professional feel to it, rather than feeling that new functionality is simply tacked on to existing pages. They have multiple product angles, all of which you can zoom in on and they also have a revolving Cross Sell section at the top of the page – possibly one of the best examples of a product page I’ve seen to date. Not sure how analytically friendly it is though.

Images are expensive, but a necessary evil and Endless really show that effectively used, they can create a rich user experience without too many bells and whistles.

The only other way I can think of to negate the fact that your customers are unable to feel your products is by offering free postage on all returns. Customers can then buy whatever they want in several sizes, try them on and send back whatever they don’t like without fear of being penalized.

By: Brett Gilbertson

Brett Gilbertson — Tue, 22 Jan 2008 04:44:49 +0000

Old Navy is a bench mark eCommerce site for us. The way that “add to bag” works is great. It’s really well designed and usable. People often can’t find the cart in online shops, and this is a great to address that problem.

The best tool that we have at our disposal for addressing the issue of experiencing physical texture and feel is the high resolution zoom in utility, like the one that Old Navy have implemented here.

To supplement that, additional shots and angles could be used, but the cost to create so many images can become a factor for many smaller companies.

I’m not sure what else could be done? I think it’s just a fact that you’re going to miss some sales on the web because you can’t deliver the physical experience.

Registration is an unnecessary step, and it’s a shame that they haven’t taken a more innovative approach on this.

Good review Daniel.

By: Nishi Viswanathan

Nishi Viswanathan — Tue, 22 Jan 2008 02:05:22 +0000

I hope every online seller reads this article and stops making us register before we add stuff to our shopping cart. Yes, we do have “junk mail” email ids, but we would rather make a firm decision before we spend our precious time giving you our personal info.

By: Wallace

Wallace — Mon, 21 Jan 2008 18:49:29 +0000

I agree with Ladies Scarves – it’s easier to see the color, size, hand (texture) of clothing in person. It’s very difficult to get an idea how a product will look in use. Kudos to Old Navy for better pictures!

A different clothing brand displays images of polo-style shirts folded like you’d find on the shelf in the store. You get an idea of color and collar style, but not much else. It would be better to see the whole shirt, and better still if was being modeled (like paper catalogs).

I was researching a new flat panel TV and the popular retailer had seven pictures of a model I liked – all various front view angles (no simulated picture!) on a white background. None showed the connectors (the description was vague too). I had to go to another site to get a better description and see the connectors.

Different visitors have different needs – one image does NOT fit all.

By: Bloggers Digest - 1/18/08 - Get Elastic Ecommerce Blog

Bloggers Digest - 1/18/08 - Get Elastic Ecommerce Blog — Fri, 18 Jan 2008 17:13:20 +0000

[...] Our second installment from the Grok Squad this week is from Daniel McGuigan. Daniel drills down into the new Old Navy site’s usability improvements. [...]

By: Ladies Scarves

Ladies Scarves — Fri, 18 Jan 2008 13:50:23 +0000

As we are selling online. We are also facing problem which Matt mentioned. It is not exactly about shirts. As we sell scarves which are made from pure cashmere. Sometime women who shop on our site are not sure about quality as they can not feel the scarves. We have even got this feedback from few of our customers that before they feel it they don’t know value in the products.

So I think that is main challenge these days specially with products like clothing.

By: Matt

Matt — Thu, 17 Jan 2008 15:10:02 +0000

I personally hate being unable to compare a set of deals – for example, Wiis are still out of stock in the UK and the only ones available are bundles and searching through all the pointless accessories they’ve thrown in the consoles is hard enough as it is without an easy comparison tool.

I’d think the main problem with shopping online that the average consumer would face is that there’s no way to really tell how a product will look in real life – the slippers in the example are one thing, but a shirt or a dress can look completely different depending on who’s wearing it.

By: tristan bailey

tristan bailey — Thu, 17 Jan 2008 00:59:14 +0000

One of the things I hate about shopping online is when the type of card you pay with can add £5 to the order. Like alot of the airlines do in the uk. You only see what options you have for cards on the final payment page.

I do not think the customer should be billed by the payment method they choose (without it being part of regular costs). A minimum amount like happens in shops is much nicer.