The only way to ensure the success of an ecommerce site is to create a unique user experience, writes Linda Leung.
That's the advice from Jerry Gregoire, chief information officer at Dell, which relies strongly on the web for sales.
Gregoire told delegates at Giga Information Group's Gigaworld IT Forum that everything on the web is a commodity, and experience counts. 'Those who do it the best will win. Expect experience to be as much of a business art as product design,' he said.
Gregoire found an ally in Gary King, chief information officer with bookseller Barnes and Noble, which is trying to emulate Amazon.com's success as an online book retailer.
King said his company's Internet site, www.BN.com, has become the fifth most visited site because it has a well-recognised brand behind it. Brand, ease of use of the site, the ability to navigate, and rich content are extremely important to book-buyers, said King.
However, Gregoire warned against getting carried away with technology.
Although building ecommerce sites means developing applications without training because of market pressures.
'The challenge is to put more content on the site without requiring users to get more training,' he said.
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