Windowshop's innovative shopping experience gives consumers a new way to browse Amazon.com; click for source.
Looks like I missed out on Amazon.com’s Fall 2008 launch of “Windowshop,” a sexy, sleek new way to browse the site’s bread and butter product of literary and visual entertainment. If you did too, check it out right now.
As its name suggests, Windowshop puts a visual storefront on Amazon’s traditional text-laden site. Browse music titles and you’ll instantly hear samples; scroll through a visual medium (movies/tv/video games) and you’ll see the item’s trailer. Click on a book to see the title’s front cover and and listen to a description. Bestsellers are the only content supported now, but I imagine users will be able to sign-in and see personalized recommendations in the future.
Windowshop is fun and feels iPhone-ish. If you’ve ever used Cooliris, you’ll feel right at home. The site is in beta mode currently and I’ve subscribed to the official updates so I don’t miss out on Windowshop news again.
This is a breakthrough in the otherwise clunky task of browsing Amazon page-by-page. Amazon pages are littered with text and often too much information for the casual window shopper. I’ve found that browsing Amazon for extended periods of time can become monotonous, and the experience can even feel like a chore as my eyes tire from scanning so much text to find what I’m interested in.
My dream Windowshop experience would include the ability to see one’s personalized recommendations, a search feature, and the freedom of viewers to cherry-pick information from the traditional Amazon page, such as product reviews and customer discussions (neatly tucked away and easily expandable of course). If Amazon adds 1-click to Windowshop, I can foresee users engaged in a wave of radically-addicting impulse purchasing. (Maybe Windowshop could be the economy’s answer to frugal consumer spending!)
Spawning innovation at other online shoppes
Given the luxury of influence a behemoth like Amazon usually enjoys, if Windowshop is successful, it may compel other retailers to follow suit. In fact, the trend may already be catching on: at fashion sites for high-ends such as Gucci, Dior, Fendi and even the casually expensive Abercrombie and Fitch, shoppers are finding a similar concept. (Click the links to see exactly what I’m talking about and feel free to buy me a gift while you’re there!) Here however, web developers seem to be reinventing the wheel — browsing for a trendy new accessory often feels overly two dimensional and heavy, completely unlike Windowshop’s weightless and free-flowing vibe.
In the music world, the latest Zune and iPod software releases are edging closer to this concept, but still lean on the side of text-intensive tradition. Funny how previewing CD’s at physical stores like F.Y.E., Borders, and Barnes & Noble still feels more liberating than navigating through pages of textual clutter at online music libraries containing millions of songs.
Brick-and-mortar retailers have spent decades and vast resources to craft the most profitable shopping experience. Now it is time for online retailers to do the same. By relying on shop-at-home convenience and email blasts, online retailers are doing nothing new to motivate consumers. Innovation is exactly what we need to bring consumer spending back to life. And innovation a fundamental element of capitalism: the ones that take risks and ignite change are often rewarded.
Windowshopping on TV?
I think Windowshop also has the potential to encourage a new media convergence between the web and television — two mediums that seem to spend more time competing against each other than playing together. Windowshop’s 5-button navigation and crystal clear look could soon be coming to a high-definition TV and remote control near you. This sort of integrated web-tv experience can accelerate the convergence of several different mediums and provide mammoth growth potential for existing businesses (I’m looking at YOU Netflix and iTunes).
What do you think of Windowshop and the concept of redeveloping online retail?
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