TJX Uses Leading-Edge Technology to Get Customers to Push their Shopping Carts in the Right Direction
Challenge
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Having recently entered the e-commerce space with its T.J. Maxx and HomeGoods divisions, TJX wanted to provide a convenient shopping experience to customers. To accomplish this, TJX took on a problem that has continued to plague online retailers for years—shopping cart abandonment.
Insight
Independent reports by Forrester Research and Shop.org estimate the average shopping cart abandonment rate to be 64-70%. Research shows that customers are frustrated by the linear shopping and checkout processes of the Web, and frequently abandon the purchase, even though their intention was to buy. This insight led directly to the development of a rich interface where customers experience the entire shopping cart and checkout process on one dynamic screen.
Approach
Using Macromedia’s FLEX technology and a service-oriented architecture, Molecular developed Single-Screen Checkout, a Rich Internet Application that incorporates best practices in interaction design and usability to streamline the linear trap of the checkout process. With Single-Screen Checkout, customers are guided through the checkout process through a dynamic “one-screen” interface, where they can add and remove items from the cart, make changes to quantity, color and shipping information, and complete all necessary form fields without leaving the page or experiencing the traditional “click and wait” page refreshes. Items in the cart remain visible throughout the process, making the entire purchase experience more convenient and the steps along the way more clear.
Benefits
- The company witnessed a 50% increase in conversion rates with Single-Screen Checkout versus a traditional HTML checkout process.
- Reduced checkout abandonment due to improved user experience in the checkout process.
- Increased average order size and revenue opportunities due to cross-sell and up-sell opportunities within the cart.
