According to an article in the Harvard Business Review most etailers are doing it all wrong, rather than making it easy for the customer to get and pay for their goods and services, what we should be doing is engaging with the customer.

They found that whereas most managers believed a wide array of information is harmful to sales, the research revealed that users appreciated a range of information to help them search for solutions, whilst inviting them to think of the way the core products add value to their lives.

According to the findings while users who were looking to buy a car online wanted information about cars, they also wanted to learn about other related topics such as travel, sports, clothing, and finance while online shoppers for upmarket clothing might typically want information on art or even business.

Would you prefer a range of information on MutualPoints?  Or do you prefer to have information targeted around a particular product?

This entry was posted on Tuesday, May 20th, 2008 at 4:54 pm and is filed under Online shopping news. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.