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No Bumps in Burton's Customer Experience

There is no doubt that improving customer experience is a priority or at least a planned initiative for most eCommerce professionals as their online shoppers continue to demand end-to-end engaging experiences that make it easier, more informative, and more visually appealing when browsing online.

Leading retailers are employing rich Internet applications because they have been known to improve the user experience. According to Forrester Research Inc.'s February 2010 report, "The Future of Online Customer Experience," 69% of US online consumers prefer rich interactions. When it comes to converting browsers to buyers, it is important to deliver rich, relevant interactive experiences that leverage high-quality content. The ideal experience includes full-screen product images and videos presented using rich interfaces, that both empower and guide shoppers to visually compare, customize, and share their preferences and experiences with their community.

One Scene7 customer that has embraced the concept of delivering a rich customer experience is Burton Snowboards (www.Burton.com). Burton's website takes full-screen viewing to the next level, enabling eager shoppers to click on a product of interest and populate the entire screen with images of that product. Clicking to zoom reveals deeper levels of detail, and mousing over the images to dynamically pan moves the product up, down, and side to side, as well as displays the gallery of alternate views and delivers an incredibly realistic view that might otherwise only come from an in-store shopping experience!

Learn more about how to improve your customers' experience on your site. Download our customer experience whitepaper.


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  • ShopTalk is a blog featuring "Quick Tips", trends and more written by experts from the Adobe Scene7 team who live and breathe web, rich media and customer experience. This interactive forum offers insights and best practices on the latest trends we are seeing in the marketplace to help improve your customer experience, ultimately driving conversions and revenues.
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