Retailers Should Hop on the Customized Content Bandwagon

A recent posting on the StoreFrontBacktalk blog provides an E-Commerce Wishlist When Times are Tough for retailers. It specifically cites Wal-Mart as a retailer that could (and should) beef up its online experience.

The blog gives an example of a consumer visiting the Wal-Mart web site to find out if a product is in stock at local store. Lo and behold the consumer has to jump through hoops to make that happen. And, I’m still hazy on whether she actually found the information she needed. Consumers want more than generic searches that produce generic results. Consumers want relevant information—quick.

Wal-Mart needs to get on the “customized content” bandwagon and automatically deliver content that’s relevant for online visitors. Take for example, the Store Finder and Local Ad links across the top navigation bar. Why bother asking visitors to type in their zip code to get that information? Automatically, deliver it to them using geolocation technology.

With geolocation technology, Wal-Mart and other retailers can easily turn this wishlist into a reality. However, some retailers, such as Ace Hardware, are already ahead of the curve.