VIEWS: 11 PAGES: 9 POSTED ON: 1/30/2011
THE BLU-RAY EXPERIENCE Removing the obstacles in product information THE BLU-RAY EXPERIENCE There are several large online retailers of titles for the Blu-Ray format in the UK competing with Amazon.co.uk such as – • Zavvi • HMV • Play.com • Lovefilm • Tesco At present Amazon has a missing component in it’s product information for these products. One that would enhance the customer experience and also keep a customer on the Amazon site without having the need to browse elsewhere to get answers and it’s incredibly simple. THE BLU-RAY EXPERIENCE Let’s take a recent Blu-Ray release, in this case Shutter Island. The format offers the movie in the best possible home entertainment format and also brings more to the bonus materials that customers have previously experienced on dvd. The official specs list the following extras • Behind The Shutters Featurette • Into The Lighthouse Featurette So we compared competitors websites to Amazon.co.uk, with the piece of product information in mind. THE BLU-RAY EXPERIENCE Amazon.co.uk features no information for the bonus material on this disc. THE BLU-RAY EXPERIENCE HMV does include this product information. THE BLU-RAY EXPERIENCE We asked format users via dedicated dvd/blu-ray online forums the following questions – • Do you look for extras/specs info on product info? The overwhelming majority said that they do look for this information on a retailers site or search for independent reviews. • Would you be more likely to buy from a site that had this info rather than one that didn't? One response we received said the following “I would almost always use a site that contains info on disc contents over one that didn't. Although because I have grown to love both Amazon & play.com (because I've always had excellent service from them), even if I researched the disc content else where, I would still use only those 2 sites for the actual purchase.” THE BLU-RAY EXPERIENCE From user comments it’s clear that most feel loyalty to the Amazon brand but still have other competitors in mind. With there being no major differences in price between retailers, the small details in product information can gain a sale for the retailer who supplies details of the disc. A seamless flow in the user experience with no obstacles. Using a site such as HMV’s to look at Blu-rays results in a shopping experience like this. READ BROWSE PRODUCT BUY INFO The customer is already browsing the site of a trusted brand and is being given the product information they are looking for, as such there are no obstacles in the products information which would make the customer move on to an other website before completing a purchase. THE BLU-RAY EXPERIENCE In comparison the current flow of the customers experience at Amazon is like this. READ BROWSE PRODUCT BUY? INFORMATION UNCOMPLETE INFO PRODUCT • REVIEW SITE • FORUMS • COMPETITOR THE BLU-RAY EXPERIENCE Our recommendation is to improve the product information on pages for Blu-ray titles to include such things as bonus materials. The object of any good user experience is to make the user think as little as possible. Removing the current obstacles will improve the customer experience on Amazon.co.uk for Blu-ray and remove some of the opportunity that a customer has to look elsewhere and get information to inform their purchasing decision. Amazon’s brand recognition online in the UK already informs the customer that the price will be one of the best out there, why give them a reason to look elsewhere because a few lines aren’t included on the product information?
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