Branded Breadcrumbs

With the frenzy of Brown Thursday, Black Friday and Cyber Monday sales (plus many other near-Thanksgiving-almost-December sales), the ability to quickly navigate retail websites is crucial for an efficient shopping strategy. Yes, shopping does require strategies – don’t let anyone tell you otherwise!

When I look at department store websites, I like to check out all their offerings for particular brands. To my frustration, quite a few sites don’t offer a very simple and convenient user experience element – a link to the brand’s category page.

Offender Numero Uno: Bloomingdale’s

As you can see, no visible link back to Joie’s brand page.
Bloomingdale's Product Page Screenshot

Offender Numero Dos: Saks Fifth Avenue

Same as Bloomies. Both sites offer links to similar styles and “customers also loved…”. Why can’t they implement a simple link to the brand page?
Saks Fifth Avenue Product Page Screenshot

Now that we’ve gotten the offenders out of the way, here are some examples of retailers who do it right:

Reformed Offender: Neiman Marcus

Neiman used to be an offender, but has since seen the error of their ways!
Neiman Marcus Product Page Screenshot

Good Example Numero Dos: Zappos

Not surprising that they’ve implemented this, given that they have an entire page dedicated to their user experience team.
Zappos Product Page Screenshot

Aside from the user experience benefit, including a text link to the brand category page provides value from an SEO standpoint. So really, please just do it.

You may also like