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BizReport : Ecommerce archives : August 19, 2011

How one retail site is melding brand, content

With the rush of the holiday shopping season only a few weeks away, etailers the world over are looking for ways to create a more interactive experience for shoppers. Elle Tahari has unveiled their new look, which may give other retail brands ideas on how to incorporate rich media, content and a ful experience for shoppers heading into a potentially record-breaking shopping season.

by Kristina Knight

According to comScore more than $34 billion has spent in the ecommerce space during Q2 of 2011. Meanwhile the US Census Bureau reports a 17% increase in ecommerce for Q2 (Year over Year) with total retail sales increasing 1.2%. With record-breaking sales during the 2010 holiday season, most experts are expecing more of the same - more shopping, researching and purchasing being done in the online space.

How does Elle Tahari's new platform. Designed by Fluid, the website now mixes branded and editorial fashion content with fully-functioning ecommerce underpinnings. So, shoppers can browse through favorite looks, read about trends and make a purchase from the same website.

There are galleries to browse through for full collections as well as homepage 'anchors' with every image supporting product links, product names and 'tooltips'. Those tooltips create a Quick Shop window when clicked upon that offers more product information and an Add To Cart button. The benefit - shoppers don't have to leave the catalog to add products to carts or to get more product info.

There are interactive displays throughout the online store, static images for both catalog and cart pages and product display pages, giving shoppers a wealth of information.

They have also created a fully optimized mobile version of the site, important as BIGresearch is reporting a spike in mobile/tablet usage during the back-to-school shopping season. 40% of college-aged shoppers and 30% of K-12 shoppers have used tablets to research and purchase products for back to school. The trend of shopping and buying via mobile will continue through the holidays to become another avenue for shoppers to find products and deals.

Tags: BIGresearch, comScore, ecommerce, ecommerce content, Elle Tahari, Fluid, online shopping, retail content

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