Lesson 5 Resources Development of Experiential Web sites This assessment tool provides a systematic way to evaluate and improve the 3Is of your business Web site, to better contribute to the 4Es, and to reinforce value from the 4Ps of the business.

Experience Economy Strategies Reflected in Web site Interactivity Design

The last of the 3Is is Interactivity, which entails safe and easy online transactions, as well as the 4Cs: Connections to other sites, Customization (i.e., access, comparison, and personalization) of content, Communication, and Competitions. Media such as newspapers, TV, magazines, and catalogs, have Information and Interface elements in common with Web sites.

For instance, information, music, and photographs are available through TV ads as well as Web sites. Interactivity sets Web sites apart from other media. The customer cannot customize the combination of goods seen on a catalog page, but can customize what product combination he/she would like to see on a page of a Web site.

Therefore, a Web site offers opportunities for the business to connect with and cater to customers, which are not available through other forms of media. Some features of interactivity may be more useful for particular business types, therefore not all 4Cs would be appropriate for all businesses. Table 5.3 provides information about the 4C features and Web site examples of business types most commonly employing the features.

Table 5.3 The 4Cs of Interactivity and the 4Es