Warning: be careful what you read and respond to in the press

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Warning: be careful what you read and respond to in the press. Don't be an organisation who reacts when seeing what other retailers are doing.

An example is GartnerL2 who states Burburry's "beams in a sea of brands" with its "Wear this with" functionality.

Burburry's presents complimentary products at the bottom of the product page, no different from many others.


The primary difference being, Burburry's is trying to prompt purchasing behaviour.

Research has proven, when considering size sensitive garments such as tops, shoes (etc..), the consumer must engage with considerably more content that what's shown in the graphic below.

For this page treatment to add value, intuitive prompts are required to send consumers to other product pages: these prompts do not exist.

Also, Burburry's has not come out stating this page treatment is driving sales!

It's great to see Burburry's work hard to enrich consumer experiences at product level. But respond to content from groups like GarnterL2 appropriately by NOT REACTING.

What you should be reacting to is the needs of your own customers which will be different from Burburry's customers.

Side note: the smartphone treatment of this product page reverts back to a standard layout. GartnerL2 doesn't tell you that:)


This article was as tagged as Customer Experience Design , User Experience

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