SuperShoes.com Adds Video, Social Media Features to Enhance Customer Engagement

Online footwear retailer SuperShoes.com added video and other social media features, including the ability to rank, tag and share products customers like or dislike to its site this week.

we believe customer interaction is the key to innovation in e-commerce. Creating a more personalized environment online connects us to the future of how users behave online. E-Commerce used to be in the driver's seat We were the trendsetters, we set the tone for what users came to expect from the web. But we've kind of lost our edge, I think. We need to start innovating again, specifically in terms of interaction. We are single minded in our goal to create new types of interaction, connectedness, and personalization. The new features we launched this week are just a first step. We're going from an era where websites were basically print in disguise to a new level of interactivity that's for the customer, and about them. But this can't exist in a vacuum. People want to leave their mark for other people to see

Andover, MA (Vocus/PRWEB ) May 4, 2009 -- Online footwear retailer SuperShoes.com added video and other social media features, including the ability to rank, tag and share products customers like or dislike to its site this week. Building on the success of its sister site, Shoeline.com, SuperShoes.com added over 100 product videos that show top selling footwear styles on a live model. It also added "Love It", "Hate It", "Tag It" and "Share It" buttons to all product pages, replicating customer interactivity functions found on many social networking sites. Expecting an increase in customer engagement that will lead to increased time on site, more product page views and thus higher sales, Vice President, General Manager Frank Malsbenden explains "we believe customer interaction is the key to innovation in e-commerce. Creating a more personalized environment online connects us to the future of how users behave online."

New interactive features include "Love It", "Hate It", "Tag It", "Share It", "Recent Activity" and "My Activity"

The addition of video to SuperShoes.com was based both on solid results from video on Shoeline.com and the understanding that video offers increased customer interaction with the product. Product pages on Shoeline.com offering videos converted at a rate 44% higher than other products.

SuperShoes.com has gone one step further with the addition of several new interactive features placed on its product pages. New "Love it" and "Hate it" buttons allow customers to rank which shoes they like and dislike. The new "Tag it" option allows customers to enter a term they would like to associate with that product. For example, a customer could tag a cork wedge heel "cork" or "wedge". The "Share" button allows customers to send a link to the product page they are on directly to a friend, along with their own message. The new buttons are placed prominently on the page, just below the "add to cart" button.

A new "Recent Activity" section on the product page charts the number of people who have "loved", "hated" and "shared" the same style. Clicking on the hyperlinks within the Recent Activity section takes customers to a global view of "Products our customers LOVE", "Products our customers HATE" and "Products our customers SHARED". Customers can also zero in only on their own activity in the "My Activity" section. On the product page, "My Activity" reflects any actions the customer has taken in relation to the specific product featured on that page, but clicking the "My Activity" link takes customers to a global view of their interactions on the site as a whole, listing "Products I LOVE", "Products I HATE", Products I've TAGGED", "Products I've SHARED". The "Products I've Tagged section" lists not only the products the customer has tagged, but includes the specific terms that customer has tagged the product with.

"E-Commerce used to be in the driver's seat" says Malsbenden, explaining the importance of the new features. "We were the trendsetters, we set the tone for what users came to expect from the web. But we've kind of lost our edge, I think. We need to start innovating again, specifically in terms of interaction. We are single minded in our goal to create new types of interaction, connectedness, and personalization. The new features we launched this week are just a first step."

While the site plans eventually to allow customers to create their own profile in an effort to personalize the site even further, Malsbenden underscores the importance of the collective interactivity the site allows, versus personal interactivity alone. "We're going from an era where websites were basically print in disguise to a new level of interactivity that's for the customer, and about them. But this can't exist in a vacuum. People want to leave their mark for other people to see".

About SuperShoes.com
SuperShoes.com is an online retailer specializing in women's shoe brands including Clarks, Naturalizer, Skechers and BOC. It is a wholly owned subsidiary of parent company Vision Retailing Incorporated, an e-commerce consulting company based in Andover, MA. An experienced e-tailer committed to innovation, Vision Retailing owns online properties Shoeline.com, SuperShoes.com and AddingtonFalls.com and has consulted a number of high end Department Stores, brick and mortar retailers and consumer goods manufacturers including GEOX, Born Footwear and Sofft Shoe Company.

For More Information:
Mary Jane Mellet
Office: 978 933 4843
Cell: 203 536 6071

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