We at Pivot + Levy have been talking a lot about the "Last Mile" lately. This is the final point of contact between thinking about buying and actually purchasing - the consumer facing website and the retailer. If your final customer is excited about a big purchase, but can't explore the product online, or knows more about the product than the salesperson they interact with at the retail level, your brand has failed them.
Recently, I have experienced this. I am in the market for a new pair of glasses, something I haven't purchased since 2003. Because of their great customer service, I headed back to Seattle Eyewear where I shopped before. After trying on what seemed like 100's of frames, I stumbled across a pair of KLIIK frames from Denmark that I really liked. They only had a couple frames in a couple colors that worked for me, but the brand seemed very intriguing.
So I headed to the KLIIK website. At the homepage, you are asked to select between a Flash or HTML site. No matter which one you select, a popup opens, and this now serves as the website. That is, however, until you select the catalog. This selection opens a new window in the original browser. Talk about bad UX.... To top it off, you can only view 4 of the hundreds of frames they offer unless you have a login and password.
I do not understand the thinking behind this. The entire collection does exist on the website, so no added production work is needed to let the customer browse your entire collection. And, this is not the type of purchase normally made online, so sharing this information would not alienate the dealer. Customers will still need to head to a dealer to try the glasses on, have measurements made, and to place the order.
Consider the money KLIIK spent on the Flash intro on their website - the models, the photo shoot, and the music. Why not spend a little more time thinking about the "Last Mile", and how your customers will want to interact with your product?
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