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Focus on the e-commerce user experience

from Multichannel Merchant

Back before the Web, retailers could craft an in-person sales experience, one that merchandised the store with the newest products and biggest sales. With a shiny showroom, friendly and knowledgeable sales staff and a rapid checkout, most retailers could build a steady reputation and keep customers returning. But with the advent of the Internet, new technologies spawned additional options for shoppers, and subsequently a new set of demands. In essence, a positive user experience in the era of tablets and smartphones requires the same core components that have always factored into the formula for customer satisfaction. more

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