The Online Shopping Environment - Essay Example

THE ONLINE SHOPPING ENVIRONMENT al Affiliation Task 2: Online Shopping Environment The effects of web design in fashion retail industry have been noted due to profound consumer response. The attitudes, perceptions, and behaviours depend on the aesthetic value of the retail environment (Chaffey, 2009). The advent of technology has boosted the efficiency of shopping in the fashion retail market. With the high potential for growth in the fashion retail-shopping environment, technology has continued to be the primary influential factor.

The availability of multiple channels and the feasibility in terms of the economy has paved the way for a high level of demand among fashion consumers. The three elements that have been used to deliver desired consumer experience in online fashion retail include navigability, atmospherics, and interactivity. The interaction of the three elements has shaped the online fashion-shopping environment. Analysing the interaction of three elements is essential because consumers are considering multi-channel retailing in fashion.

Online fashion shopping environment offers all the design cues and multi-channels the consumers want. NavigabilitySearch Classification Search classification utilizes Sitemaps, search engines, Search by name, style or look to engage consumers online (Flavian, Gurrea and Orús, 2009). Search classification is used for finding a product in any e-commerce business platform (Kim, Fiore and Lee, 2007). Online fashion environment is utilizing the consumer’s usability of the sites to increase sales.

The journey of a consumer begins within they log in the online stores. Searching classification utilizes keywords related to fashion, and image links that can be accessed through top search engines (Childers et al., 2001). For example, ASOS has used the successful product tagging method of search classification to increase consumer usability and help to convert the visitations into successful sales (Jones and Silverstein, 2009). Interactive Viewing Product information details, zooming option for images, and 2D and 3D product viewing give rise to the ultimate interactive viewing.

The online shopping environment in the fashion retail industry is using interactive technologies to create a seamless journey between the stores and consumers (Sullivan and Adcock, 2002). The rise of online and multichannel fashion retailing is focused on offering in-store consumer experience that is in touch with shopping patterns of the consumers. Smartphones, iPads, customized fashion shows and in-built touch screens have been introduced to give the customer a virtual shopping experience before actual purchasing (Tapscott, 2009).

Fashion group Aurora has adapted rapidly to the use of iPads in London. The flagship of interactive viewing has been implemented in Oasis and Coast outlets. Rolling out interactive technological devices is destined to provide lasting shopping experience. AtmosphericsThe online shopping environment relies on the visual designs and features that fashion retail consumers can view on the websites and portals (Mete, 2006). Image atmospherics and lifestyle media have been used to create the visual appeals that match the desires of the fashion consumers.

Image Atmospherics The store atmosphere influences consumer behaviour and assists in creating the ultimate retail image. Image atmospherics are the cues that help online consumers learn about price and details of apparel and accessories (Eroglu, Machleit and Davis, 2003). The management of image in the public eye is critical because it manipulates consumer’s loyalty and commitment to purchase clothes. According Turley and Milliman (2000) the perception of online consumers increases with the quality of service they get from the online stores.

Marks & Spencer has realized the role image quality in creating in-store signage.Lifestyle MediaLifestyle media refers to the editorial content contained in television shows, internet, and films to increase valuable sales online (Krafft and Mantrala, 2010). The growth of online shopping in fashion retail industry wants to use lifestyle media components to create a new approach consumers using the limited time in online stores. While some consumers are using limited time on fashion retail sites, social media, emails and mobile have boosted the standards of online consumer service (Kim, Kim and Kandampully, 2009).

Fashion marketplaces such as Gilt Groupe have married high-quality media content to improve customer service.InteractivityGuidance CommunicationGuidance community is a feature that aids consumers in decision-making. Suggestions, email updates, promotional offers and recommendations are the ideal guidance communication tools (Flavian, Gurrea and Orús, 2009). Consumers switch channels when shopping and use websites and portals as virtual windows. Communication channels create in-store fashion experience through components such as visual-audio commentaries, QR codes that contain links and descriptions of fashion items.

Fashion retailers are also opting for social media to attract huge followings or quality traffic that can be converted to successful sales (Wind and Rangaswamy, 2001). Guidance communication channels offer answers, tips and advice that consumers are looking for in a particular fashion line. The interactions between online retailers and target end users improve the perception of the brand and reduce competitions. Marks & Spencer has used QR code tool to step up personalized customer service. Fashion InspirationConsumer inspiration in online fashion retail comes from fashion blogs, online magazines, and editorial trends (Dennis, Fenech and Merrilees, 2004).

Online retail e-commerce shops create visual components that do not carry them away without highlighting apparels and accessories. Blogs provide a social platform where consumers can get latest offers, learn about offerings, and give their opinions before committing themselves to purchase. Online magazines and editorial content ensure that the e-commerce consumers are not bored as they browse through the list of offerings. Net-a-Porter inspires customers by encouraging them to analyze photos, how-to articles, interviews and trend pieces (Kim, Kim, and Kandampully, 2009).

ConclusionA two-way communication model is ideal for driving traffic, customer satisfaction, and physical fashion interactions (Ha, Kwon and Lennon, 2007). A transition from brand personality, discovery to fashion socialization requires ultimate web design, colour atmospherics, online information, and personalization software. The model will create an online community with timely advice, expansion, and enthusiasm.Engaging new customers, creating desires and driving purchases are some of the concerns that fashion retail industry is confronting.

The advent of advanced technologies has offered a platform where retailers and consumers can engage for mutual benefit. The need for retaining customers and stepping up shopping experience is critical given the options that fashion consumers have at their disposals. Atmospherics, interactivity, and navigability are utilized to come up with a model befitting the online fashion environment. However, online shopping environment requires a robust system that can engage consumers and drive sales. Interactivity is the most important factor for realize the ultimate online shopping environment for the current market.

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