Focusing on the Value-Add

It’s a common thing on e-commerce sites these days; we find a product we like, read all about it, but before committing to a purchase, we decide to have a quick search around to make sure we’re getting the best deal price-wise. It’s the online shopping equivalent of trying on a pair of shoes in the shop and then having a quick check on your phone to make sure you can’t get a better deal elsewhere.

Understandably, retailers are twitchy about this. They build sites jam packed full of information, the value-add if you will, to try and encourage confidence in buyers, only to lose the sale on the price point, despite having invested in the customer experience.

I came across a site a few months ago that was fighting back against this post-decision shopping around in a very innovative way.

The following image is the product on sale

And this is what happens when you select the product name text with the intention of copying and pasting into a search engine

Now, it doesn’t *prevent* you from doing the copy/paste, but it does ensure you stop and think, as a customer, about the realities of doing business and if, given the level of service you’re getting, if the price is actually *already* fair.

Food for thought for e-commerce operators and customers alike I’d say.

   

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