Improving the Shopping Experience in B2C E-Commerce Systems using Rich Internet Applications

Introduction

RIAs can improve the overall client experience and provide the continuity that is lacking in many of today’s e-commerce Web sites. Today, when a customer arrives at a Web site and he is faced with the task of finding a product, there are really two ways this can be accomplished, by browsing or searching. If the Web site has a relatively small or highly focused product offering, browsing can be an effective way to navigate. However, if the retailer offers a wide variety of products, particularly ones with very different characteristics, then searching may be a more effective option. A well designed RIA provides the consumer with a seamless shopping experience, visually guiding the user from one step to the next. In addition, specific RIA-driven tools can be used to enhance the e-commerce experience, these include: 1) Product Selectors that help users sift through large volumes of data and easily narrow results down to just their area of focus; 2) Configurators allow users to build and configure their own products and to immediately visualize the customizations that they have made, 3) Integrated Video, many fashion retailers today are exploring adding captured video from fashion shows to their Web sites for consumers to view at their leisure. This presentation of complete looks, often with overlays that provide detailed product info and a “buy it now” option, encourages the purchase of multiple items at once; and finally 4) Streamlined Shopping Cart, from the initial impulse to buy, a shopper generally has to complete a series of steps that require Web pages to be submitted and loaded just to add an item to his cart. This process can be frustrating and can easily lead the buyer to become distracted and dropping out. Making small improvements that help users place items into their carts, switch back and forth between the cart and the store, and process their transactions, can help shave several percentage points off the abandonment numbers. As well, adding features such as drag and drop item selection, slide-out shopping carts that are always present, and advanced single-screen checkouts for more tech savvy users will help improve the overall shopping experience.