CSE Wishlist – Part 3

January 5, 2009

Digital Marketing ChannelAdvisor By ChannelAdvisor

This is one that I think CSEs should want to embrace because it is all about communication between the merchants and the consumer.

More/better ways to demonstrate value proposition.

There are already elements in existence that help merchants communicate their value proposition, such as promo text, ratings, logos, and obviously the price of the offer itself. However, many possibilities for improvement remain. These are the ones at the top of my mind:

  • Real time promotion messaging: The timing around the display of promotional text is painful. Short promos such as one-day sales are pretty much impossible to get right through the feed. Entering such information through the merchant UI with controls over timing, or timing controls in the feed, would allow merchants to be more confident in presenting short term promotions on CSEs.
  • Real time price changes: Same as above for pricing. Some merchants have one hour or two hour price drops that can drive a lot of sales but it’s impossible to promote such offers on most CSEs right now. (PriceGrabber already allows this one in the merchant interface under “Click-Thrus by Product”)
  • Warranty and service options: Merchants could put this sort of information in promo text, but it’s not as attractive and would be replaced if they had any real promotions going on. There is value to these options, though, especially on certain product types, so some default indication should be made visible as opposed to just burying the information in the description.
  • Configuration/Customization messaging: Obviously this can be included in titles, descriptions, and promo text but it’s still hard to get the message to consumers, especially when it applies to all of one’s products. For this point and the previous one, a possible method to convey this information would be something akin to the gift icon on eBay (but free).

If anyone else has specific ideas, I’d love to hear about them.