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Zendor Furthur Improves the Sony Computer Entertainment UK Online Shop

Press Release

By: Zendor
17 November 2003

Following the success of Sony Computer Entertainment UK’s (SCE UK) online shop, which was launched in November 2002, Zendor has recently completed Phase 2 of the project and the site is live at www.uk.playstation.com.

Zendor, the Manchester-based fulfilment and interactive services expert, was first appointed by SCE UK last year to launch the online shop. Phase 2 was started in March 2003 with objectives to progress the website, looking specifically at developing the usability of the site for both customers and Sony staff, and to increase marketing activity in order to drive more traffic to the site and encourage registrations.

SCE UK wanted to further improve the usability of the website by making product navigation more flexible and user-friendly. With the increasing product catalogue, Zendor provided a solution, which enables customers to find items quickly and easily. They employed a simple but effective sort option, which allows customers to view products type, price or genre. This narrows down the number of products to be browsed.

Central to easing customer navigation was the ability for Sony staff to be able to manage their product catalogue, and Zendor’s solution enables them to move products simply between categories and promotional areas.

Increasing the administrative functionality of the site is another important development so a fresh and current appearance can be maintained. One of Sony’s key objectives has always been to enable non-technical staff to manage the site themselves, allowing them to respond quickly and easily to customer’s requirements. With this in mind, Zendor has introduced an area on the site that can be updated by Sony administrators, for example, allowing them to post weekly topical messages or promotional news to customers.

Once the online shop had been launched in November last year, Sony immediately started to investigate marketing opportunities and activities that would drive more customer traffic to the site and encourage registrations, Zendor devised interactive functionality, such as competitions that require the use of a vote and free prize draws for customers buying a particular product. This is intended to increase customer interest in the site and also to capture important customer data for Sony’s future marketing activities.

Sony Computer Entertainment UK’s online shop at www.uk.playstation.com (select The Shop) went live in November 2002. Phase 2 went live at the end of June 2003.