E-commerce Link: Show and Sell
Furthermore, every shirt or pair of slacks on your site also display that 20 percent-off burst, but only for those shoppers who arrive at your site via your promotional e-mail. Other shoppers don’t see the sale messaging, because the site did not receive that particular source code. And when the sale day is over, the messaging disappears. You could have several promotions like this in operation at the same time.
2) Interactive zoom and zoom targets. A Forrester report from November 2003 found that 62 percent of consumers say that zoom is an important retail site feature. Yet few online merchandisers have embraced zoom so far, opting instead for the much simpler and less effective “view larger” link to an enlarged product shot. True product zoom allows customers to adjust the image size through on-screen controls, getting closer and closer to see all the details or stepping back to get a better overall view. Image resolution is adjusted automatically to keep the picture clear at all levels of magnification.
Zoom targets allow the merchandiser to set up the primary image to be zoomed directly to specified points. In the example shown (at left), the merchant has used the dynamic imaging application to set up three thumbnail-sized close-up shots of a PDA. When the shopper clicks on any of the thumbnails, the image is zoomed directly to that point.
3) Inventory notification. If your site has automated inventory tracking, you can pipe your inventory data into your dynamic imaging application to create visual low-stock alerts and to generate shopper interest. When the stock level on a particular item gets below a certain point, this event can trigger a message like “Only 6 left!” to appear directly on the image. As inventory clicks down, the message is dynamically updated to read “Only 5 left!,” “Only 4 left!” and so forth. This example uses the dynamic text feature, which renders text messaging directly on the image.