RIAs take Christmas shopping to a whole new level

Around Christmas time, shopping malls and streets are crazy. Everyone seems to want to buy their Christmas gifts at the very last moment which usually turns this task in to a an absolute nightmare. Why not get your Christmas gifts online? I know some people will say that you can’t really browse through an online store and they are right. Well… They used to be right. There are a couple of really good examples online that let you browse an online store just as you would browse a physical store.

Amazon’s Windowshop is still in beta but is already very promising and it actually works! While preparing for this blog post, I was browsing through the Windowshop and found a book about the Obama campaign. When I clicked on it to get more information, a female voice started reading the synopsys of this book. Right after that, I bought the book.

When you click on a DVD or video game, you get a trailer to get an idea on how it looks. When you click on an album or audiobook, you hear an excerpt from it. When you like something, you just add it to your shopping cart and continue browsing. No need to wait in line to pay for your gifts, no need to wait in line to get giftwrapping. You can just do it from the comfort of your home.

The Magic Shelf on the homepage of Borders.com is another great example.

The Magic Shelf is the first thing you’ll see when you point your browser to Borders.com. It’s like the first shelves you see when you walk in to an actual Borders store. It displays all the new releases and staff picks. The Magic Shelf gives you detailed product information and customer reviews while making it easy to add the products to your wish list or shopping cart.

This is what rich internet applications (RIAs) are all about. Using the best of the web to make tasks like this easy to use and fun. And it also pays off for the retailer. First of all, they can quickly and easily update these RIAs so that their homepage is constantly changing, creating reasons for shoppers to return regularly. It also allows them to quickly respond to events (e.g. the election of a new president). By putting The Magic Shelf RIA on their homepage, Borders.com already dramatically improved their key metrics.

11% of all users are likely to recommend a product using The Magic Shelf. 41% more products are viewed and they also saw a 62% higher conversion after putting this RIA on their homepage (Source: Allurent).

I absolutely love these RIAs and wish that European e-tailers would soon follow their example. With numbers like these, they would be stupid not to…