Zappos, the innovative online shoe retailer in the US, has introduced a new way for customers to look through the product range.
"With Zappos Explore
the customer picks a product they like — a red stiletto for example," explains Snow Valley's Sarah Clelland
. "They are then shown 54 similar products in a matrix. Horizontally you see products that are similar in style (more high heels in other colours). Vertically you see products in the same colour (red sandals)."
"I think we'll see a lot more of this," says Clelland. "Many retailers are looking at alternative ways of showing the catalogue to the customer — I recently posted about how Borders Magic Shelf was improving conversion for them, and last year we mentioned Amazon WindowShop."