Changes in its functionality were driven directly from customer input and included a wish-list feature, a simplified single-page checkout, larger product images, speedier page loads and a better navigational system. The site also optimizes access to both the Sony Style retail store and to Sony’s authorized Internet retail partners.
What stimulated the upgrade in part was that “consumers sometimes take several days to weeks to make a final purchase decision,” Siegel said. “SonyStyle is designed to provide consumers with all of the appropriate information to help them make a fast, and educated, Sony purchase decision through any channel of their choice—direct or through our retail partners.” The site also offers things like contests and promotes product bundles tailored to certain consumer demographics, grouping VAIO notebooks with extended service plans, and more accessories. Siegel adds that SonyStyle.com will “continue to seek out opportunities to leverage the expectations of specific Sony target markets—students, women, families, as well as our traditional technology enthusiasts.”
Siegel suggested that retailers strive to provide a consistent experience across all channels and offered this closing advice. “Three things: the consumer, the consumer, the consumer,” he said. “A retailer’s Web experience is not for the retailer. It is for their customers. Listen, and they will guide you to success.”