To assist and aide the consumer, tools like a ‘Buying guide’ , a ‘Virtual salesman’, and dynamic navigation are essential for a webshop. These virtual tools however can only add value when loaded with structured and normalised product content.
A digital salesman helps and advises. Let’s be honest; do you really think an average consumer is familiar with the functions of an optical drive? Or knowing differences between a Core i7 and a Core i5? Between 10 or 16 million pixels and kilo-, mega- or terabytes ?
Especial online you need someone (or something) that can translate the technical specifications into user wishes and demands.
You need to ensure that the consumer can navigate between your products to find the best suited one, using his own defined wishes and demands (soft criteria). The use of automated virtual selling advisors (Buying guide) and dynamic navigation- and search functions makes this possible.