A Tale of Two Carts: The Case for Multichannel
It was the best of carts, it was the worst of carts. Recently, I built my own home computer. The months-long journey involved lots of part picking, price comparing and shopping around online. Since my purchase process took place over a long period of time, I was often switching back and forth between shopping on my laptop at home to browsing on the go via my smartphone. As I honed in on the final build, I began putting parts into online shopping carts while deliberating my final purchases. Mostly, my shopping was relegated to two sites: Newegg and Amazon.com, with two very different cart experiences.
Although I had an account with both retailers, and remained logged in for all of my browsing experiences, only Amazon took full advantage of that fact. Creating a cart on my smartphone meant that any products in that cart would appear when browsing Amazon on my home laptop, and vice versa. When I settled on one particular part, I added it to my Newegg cart through its app, but didn't purchase it. Upon returning home and ready to make a final decision, I found that my Newegg cart didn't transfer. I was more than a bit confused and frustrated. Not having the link at hand, I had to go through my searches and add the part to my cart all over again — a waste of time and clicks.
This may not seem like a huge deal, yet reflecting on the whole process, it created a needless pain point in my purchasing journey. Thinking about past Amazon purchases, I can't complain about anything; it ironed out the wrinkles to create a seamless experience. Although I haven't completely ruled out purchasing from Newegg going forward, I definitely exhale a mental sigh when considering the disjointed cart process. When it comes to checkout, I recommend baking in features that your customers never knew they needed. They'll be unknowingly grateful for it.