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一个网上商城购物网站的产品种类繁多,客户可能需要通过很多种搜索的方式找到喜欢的产品,但是找到了并不代表立刻会购买,可能客户还在等待降价,还需要对比其他在线零售商的价格,有“意愿清单”(Wishlist)这个功能,会员可以将该产品收藏起来,省去下次再检索的麻烦。 意愿清单类似浏览器的收藏功能,会员将自己喜欢的产品收藏。 意愿清单仅供登录会员使用,会员可将这些产品发送给其它会员,告诉他们自己喜欢这个产品,希望能够收到该产品的礼物…….意愿清单,在一定程度上改善了用户的购物体验,给用户带来方便。无形中也给整个电子商务站点的营销起到了积极的促进作用。本文将详细介绍博商网上商店系统的意愿清单的功能设计与实现。

1.什么是意愿清单(Wish List)
意愿清单(Wishlist)是一个只供登录会员使用的功能,它允许会员将喜欢的产品收藏起来,供以后购买时方便的调出来。会员也可以将这些产品发送给其它会员,告诉他们自己喜欢这个产品,希望能够收到该产品的礼物。
2.为什么必须是登录会员才能使用

1)涉及会员的隐私,只有在会员允许的情况下才能让其它人看到,否则只有该会员能够看到其意愿清单;
2)无法定位,对于匿名会员只能通过cookie来判断其身份,但是cookie很不准,而且一旦清空便无法找回,为匿名会员提供此功能,将导致出现大量的垃圾数据;

3)不利于统计。
3.加入意愿清单(Add to wishlist)的入口方式

有三种方式

1) 在产品列表页面提供:方便会员快速将多个产品加入意愿清单;

2) 在产品详细页面提供:会员看过该产品比较喜欢,但是因为各种原因(如价格),暂时不想买,

3) 系统提供加入意愿清单,供其以后查看;

在购物车页面提供,会员临时决定不卖此产品,如果没有加入意愿清单功能,则这个产品将会被顾客删除,而可能失去了下次销售的机会;

入口的方式基本都是提供一个加入意愿清单(Add to wishlist)按钮,如:

设计上请注意,无论是使用链接或者按钮来提供Add to wishlist按钮,我们要注意不要让该按钮干扰了其他更加重要的按钮,如加入购物车(Add to Cart)、去结算(Checkout)等。所以一般都会使用较小的、颜色较淡的设计。
4.意愿清单的简要设计
概述
很多时候意愿清单都是作为收藏夹来使用,类似浏览器的收藏功能,一个网站的产品很多,客户可能需要通过很多种搜索的方式才找到喜欢的产品,但是找到了并不代表立刻会购买,可能客户还在等待降价,还需要对比其他在线零售商的价格,有这个功能,会员可以将这个产品收藏起来,便省去了下次再检索的麻烦。
实现方式
对于实现此基本收藏功能的,目前有两种设计方式:
1) 直接将意愿清单放在购物车页面,即和购物车的“以后购买”(Save for Later)功能合并。目前卓越(joyo.com)便是这样设计,最大的简化了此功能。
2) 提供专门的意愿清单页面,提供包括:设置清单权限、排序、搜索清单、将清单发送给朋友、删除清单等功能,如Buy.com

但是Buy.com 还是做得稍微简单了,如没有提供意愿清单的分类,即会员只能维护一个清单,而不能同时维护多个清单。权限方面也是只有公有和私有两种。
5.意愿清单的高级设计
意愿清单的真正意愿体现在“意愿”(Wish)上,即我希望别人送给我的礼物的清单。所以主要业务在于下面几点:
1) 定义你的重要日子。
要别人(亲戚、朋友、同事、恋人)送礼物给你,总得有理由,不能强取豪夺。
一般有结婚、生日、纪念日、升迁、考试成功等,做得好的网站,甚至定义好了各类日子对应的模板,如结婚则需要体现出喜庆的气氛;

2) 将产品加入意愿清单,并设置你希望得到的数量;
3) 将意愿清单通过网站提供的模板发送给你的赠送人;
4) 赠送人将意愿清单的若干商品购买后,需要从意愿清单中减去相应的数量。
目前做得比较强大的,我推荐参考www.target.com
下图是Target.com的Club Wedd清单,供将要结婚的会员使用,会员可以定义一个结婚日,包括标题、双方姓名、时间、地点、对大家说的话等。然后将若干产品加入该清单内(Add Items by Category)

6.意愿清单和邮件营销(Email Marketing)的整合
会员既然将产品收藏到意愿清单中,那么表明这个产品是会员关心的,可能会购买但是现在还未购买的。站在零售商的立场,目标就是尽快让会员购买这些产品,那通过怎样的方式呢?
可以考虑和邮件营销进行整合。
当该产品的价格发生改变、目前正在促销或者将要断货等情况下,可以发送邮件通知会员,鼓励其回到网站进行购买。
关于邮件营销如何和其他业务,如意愿清单、购物车遗弃、结账、订单遗弃等方面业务的关联细节则是另外一个更大的话题,笔者就不在本文中进行阐述。(来源:博商电子商务研究:www.probiz.com


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