The Online Shopping Environment Essay Example | Topics and Well Written Essays - 250 words

The Online Shopping Environment - Essay Example 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. Search classification utilizes Sitemaps, search engines, Search by name, style or look to engage consumers online (Flavian, Gurrea and Orà ºs, 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). 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).