Etailers, consumers want more than product information

Today's online shopper, much like their offline counterparts, aren't loyal to a particular store. Instead, they are loyal to brands. But this isn't the only change coming for etailers. According to ecommerce consulting firm Optaros, consumers want more than product information, good prices and great products.

by Kristina Knight

"Rich internet applications are the key," says Marc Osofsky, Vice-president of Marketing for Optaros. "[Consumers want] the ability to check order status, add items to the cart, etc., from one page rather than several different pages. From there, users want a social aspect."

But that social aspect isn't as simple as the user reviews that many ecommerce sites have begun to incorporate into their websites. Optaros has found that consumers would rather have the ability to tap into their networks (MySpace, Facebook, Bebo, etc.) and email contacts so that they can pass along website information, sales and specials, product information and other shopping formation with a simple click.

Another trend is the inclusion of expert reviews. Rather than other consumers, online shoppers want to hear what experts have to say about products. They would prefer to hear from their favorite chef on the Food Network, for example, about a kitchen product than Sally Homemaker in another state.

And one more trend that Optaros has found is that there can be too much rich media on a website. So, etailers need to determine what forms (social aspects, video applications, etc.) are most likely to be used by the demographic they are serving.