Ecommerce Shopping Features - Product Detail Page Roadmap, basic to distinctive strategy.

3/10/15& 1&Theme:&&Shopping&Features&&& &Concept:&&Product&Page &&&&&&Owner:&&James&Ha@ield&
Theme Shopping Features
Concept Product Display Page
Concept Owner James Hatfield
Presentation February 22, 2012
1&

Concept: Product Page Experience
2&
Distinctive
Fossil Fall
2011
R1
Ordering info
tab.
R2
R3
In the Hopper
•  Personalization features
•  Monogramming
•  Engraving
•  Updated zoom viewer to
support video
•  Facebook Comments to
replace Bazaar Voice
•  More Brand integration
•  Fossil.Life.Style.
•  Fossil Blog
•  Full screen zoom viewing
•  Pre-order
•  Buy online pick up in store
•  Find in store nearby
Social
Sharing
Update
Layout update
2012 Window
R4
Custom PDP

Release 1, Early April 2012
What
•  Update Product Page to include payment, shipping and returns information with links to full
policies.
WHY
•  Currently our customer care information is hard to find behind flyout menus in the left nav
•  Domestically
•  >60% of our online customers are new to our website.
•  New customers don’t know what payment types we accept, what shipping rates/
options we provide or know how to find our returns policy.
•  Internationally
•  many demographics are still not comfortable with online shopping
•  specific information and details about Fossil policies at the point of sale will increase
conversions and brand perception.
What do others do?
•  Burberry has a top nav prominent customer care menu with these topics called out.
•  Tyffany provides shipping information and rates in a link/pop up on the PDP.
•  Coach has a horrible experience for finding this information behind a single customer service
link and pages with slow loading complicated data charts and forms.

See our payment options page for full details
•  Payment,&Shipping&and&
Returns&informaHon&available&
on&PDP&

•  Payment,&Shipping&and&
Returns&informaHon&available&
on&PDP&

6&
Distinctive
Fossil Fall
2011
Ordering info
tab.
Social
Sharing
Update
2012 Window
R3
In the Hopper
•  Monogramming
•  Engraving
support video
•  Fossil Blog
•  Pre-order
Design update
R4
Custom PDP

Release 2, 4/18 2012
What
•  Add and update social sharing options for products. Facebook, Twitter, Pintest and
Email. Regional Fossil sites should have regional (and international) share option.
•  Facebook “Like” button removed (most products have 0 Likes due to newness).
•  Tagging for improved reporting.
WHY
•  Fossil is a social brand. We have a large following on Facebook, Twitter and
Pintrest. We want to enhance our fans ability to share Fossil products with these
online communities. Our current “Like” button strategy is too much and not enough.
What do others do?
•  Those using the Like button tend to place it prominently on the page. Others use
multi-site sharing widgets.
•  Our benchmarks have an edited selection the same as we do.

•  Social&Sharing&icons&updated.&
•  US:&Facebook,&TwiRer,&Pintrest,&
Email&(regional&opHons&TBD).&
•  Facebook&“Likes”&removed.&

9&
Distinctive
Fossil Fall
2011
R1
Ordering info
tab.
R2
Social
Sharing
Update
2012 Window
R3
In the Hopper
•  Monogramming
•  Engraving
support video
•  Fossil Blog
•  Pre-order
Design update
R4
Custom PDP

Release 3, TBD
What
•  Incorporate updates from A/B and strategic direction into a new layout.
WHY
•  Our current layout for PDP is from Fall 2011. Since that time we have made
a few updates which were not considered in the original design and A/B
tests have proven value for including some information on the page that has
not been there.
What do others do?
•  Most successful online retailers provide information about payment and
shipping options at least at the PDP level. Internationally this is even more
common than in the US as it is never assumed that a website is transaction
enabled.

Theme:&&Shopping&Features&&& &Concept:&&Product&Page &&&&&&Owner:&&James&Ha@ield&
PDP#Layout#Update#
#
•  New&image&viewer&displays&all&at&once&for&easy&
compare.&Also&allows&for&format&changes,&
portrait&vs.&square,&either&across&the&store&or&
by&category&or&even&within&a&product&(think&on&
model&as&portrait&but&a&product&shot&as&square,&
watches&portrait).&&
•  Fit&guide&and&CollecHon&brand&content&are&
featured,&not&a^er&thoughts.&
•  Buy&Now&buRon&encourages&one_click&
shopping.&Add&to&bag&and&Add&to&wishlist&
remain&as&aRracHve&opHons.&
•  Social&link&for&sharing&gain&prominence&at&top&
right.&
•  Zen&spot&and&“Styles&we&love”&live&above&the&
fold.&
•  Product&details&and&Payment/Shipping/Returns&
informaHon&anchors&the&lisHng&but&is&
unobtrusively&below&the&fold&for&95%&
&

Theme:&&Shopping&Features&&& &Concept:&&Product&Page &&&&&&Owner:&&James&Ha@ield&

15&
Distinctive
Fossil Fall
2011
R1
Ordering info
tab.
R2
Social
Sharing
Update
2012 Window
R3
In the Hopper
•  Monogramming
•  Engraving
support video
•  Fossil Blog
•  Pre-order
Design update
R4
Custom PDP

Release 4, TBD
What
•  Create customized layouts using unique photography and copy, with
embedded relevant brand content to communicate a strong USP to
customers for selected styles.
WHY
•  Execution of an amazing custom layout can elevate the product to match it’s
price point, elevate the brand across all categories through perceived
relationships (if this product is as good as it looks, other products must also
be good).
What others do?
•  Apple is the king of custom PDP.

Any&QuesHons?&

Ecommerce Shopping Features - Product Detail Page Roadmap, basic to distinctive strategy.

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