Thus far, Dell.com is winning the ecommerce race this year with a 78 point average usability score (80 points is a Best Practice) and a whopping 90.4% of target features, capabilities and doodads.
With 74.5 points, Adobe.com’s usability is nearly as slick, leaving Oracle.com as the only other site on the Index that hits the good practice ecommerce mark.
That was why we spied EMC.com’s “Store” link with some delight. We figured there might be a new ecommerce contender in town.
And then we realized EMC.com’s “Store” isn’t an ecommerce play at all.
Instead, it’s an “ecommerce” horse of a totally different color. Rather that present products to be plopped into a shopping cart and purchased online, the EMC.com Store serves as a muse for visitors to explore products, compare them, configure and select options (as you would if buying), and then submit a form and receive a quote from an EMC salesperson or a reseller.
In other words, it’s an online catalog that behaves much like a classic
And that, as it turns out, is a bit of product marketing sleight of hand that shouldn’t be missed. Here’s why.
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Category: Case Study and Video Review
Class: Moment of Brilliance
Websites Profiled: EMC