Listen. Create. Test. Repeat.
22.05.12
The key to success in e-commerce lies in matching a retailer’s strengths with the needs of its customers, explained Paul Miller, vice president of e-commerce at W.W. Grainger Inc. And the first step is to understand what the customer is trying to accomplish, Miller said in a keynote address this morning at the Internet Retailer Web Design & Usability Conference 2012 in Orlando, FL.
“You’ve got to clear away the clutter and find out what it is they’re trying to do,” Miller said. “How do you make it so they can find it, buy it and move on?”
At Grainger, which sells maintenance supplies, tools and spare parts mainly to businesses, that started with understanding that the company services two primary types of customers: the person in the field who is using the equipment or supplies and the purchasing agent back at the company’s headquarters. With that understanding, Grainger redesigned its web and mobile sites and apps to serve both types of customers.
Source: InternetRetailer.com