g6

Gift Giving at a glance

Site Genre: Pattern Group g

magnify imageFigure G6.1 Martha Stewart’s Web site makes it easy to find gifts for loved ones for a variety of special occasions. And for every order, the options of gift wrapping and a gift message are offered. These features, combined with the site’s clean design and navigation, make it a good service-based gift-giving site.

Background

PERSONAL E-COMMERCE (A1) establishes how people can order online and complete their orders through the QUICK-FLOW CHECKOUT (F1) process. Enabling customers to purchase and send gifts online requires a few changes to the standard checkout process. This pattern describes some requirements for gift giving online.

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PROBLEM

When ordering gifts online, customers want to write notes to the recipients and to be assured that the price will not be disclosed. If a site does not offer these conveniences, customers will be less likely to order gifts.

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SOLUTION

magnify image Figure G6.4 Let customers choose which purchases are meant as gifts. Offer the options of wrapping each gift and enclosing a personal message.

Make it clear early in the shopping process that the site has gift-giving options so that customers can shop for that reason. On the checkout page, provide a button that takes customers to a form where they can enter gift notes and select gift-wrapping options. And on this form, provide a button that takes customers back to the order summary page, where they can review their whole order, including gift options. When they’re done, provide an order confirmation page that shows details of the entire order, including gifts, in case customers want the information for their records.

Other Patterns to Consider

Indicate in the SHOPPING CART (F3) that gift options are available so that customers can plan to send items directly to the gift recipients. Modify the QUICK-FLOW CHECKOUT (F1) PPROCESS FUNNEL (H1) by inserting an ACTION BUTTON (K4) that allows customers to change gift options on the ORDER SUMMARY (F7) page. Provide a form with note text input fields and gift-wrapping options for each item, and an ACTION BUTTON (K4) to save gift options. After confirming their gift options on the ORDER SUMMARY (F7) page, customers can click the Place Order ACTION BUTTON (K4) and receive the ORDER CONFIRMATION AND THANK-YOU (F8) page. For other gift-giving features, consider offering a gift wizard PPROCESS FUNNEL (H1) that provides PERSONALIZED RECOMMENDATIONS (G3).

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