To achieve the most with our e-commerce website we must go beyond the mundane concept of a catalog which displays products. There are two philosophical down-shifts:
- The first is the categorical shift from website to product –the website may be considered a product possessing a series of attributes that are likely to delight a customer.
- The second is the categorical shift from product to experience set –the product may be considered an experience set which involves a series of attributes that delight a customer.
These two down-shifts take us beneath the shiny glitter of our offers or our designs and deeper into the perceived value of the customer. Thus, we should not focus on websites or even products; we should focus on holistic experience sets.
