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Late last month I shared with you the exciting launch of social navigation by Onlineshoes.com. I said then that while Onlineshoes was the first to do so, many retailers would soon follow and they have.

I am thrilled to share with you two more retailers that have integrated customer feedback directly into the site navigation. In conjunction with their platform provider GSI Commerce, Toys R Us and Dick’s Sporting Goods both began offering the social navigation experience on their respective sites.

So what does this really mean? Let me both explain and show you:

Toys R Us

On the Toys R Us site, shoppers visiting the Games and Puzzles Category can now browse for products based on highly relevant insights from customers just like them. Our customer reviews solution uses a tag-based approach for gathering data which can then be summarized and presented as additional filtering choices in the site navigation. In addition to narrowing selections by price, brand or color, shoppers at Toys R Us are only one click away from discovering games and puzzles that are easy to assemble or have clear instructions or great for the backyard. Equally important is the ability to find items recommended by other casual or avid game players or, which I think is incredibly empowering, are from Child Care Providers – now that is one voice that many folks might want to hear from.

Here are some of the navigational choices now available in the Games and Puzzles category:

Pros

• Awesome
• Clear Instructions
• Easy Assembly

Best Uses

Backyard
Creative Development
Entertainment

User Profile

• Avid Gamer
• Casual Player
• Child Care Provider

While powered by the same technology, the experience on Dicks Sporting Goods is excitedly different in both presentation and filtering choices presented to the shoppers. The new tags ideally capture the voice of the reviewer in terms of the type of golfer they are and the specific product attributes they are interested in, allowing the shopper to connect with the product.

Visiting the Golf Clubs, Drivers category, avid shoppers quickly notice the addition of star ratings in the product list display – immediately signaling that reviews must be near by!
Dick’s Sporting Goods

The names for the customer feedback section headers are slight different with more intimate headers like Why I like it and About me. With this implementation, shoppers can quickly and easily find the drivers that match them and their interests such as the most accurate for off the tee use by other beginners like me. And with just three clicks the shopper is presented with 10 products to choose from out of the original 79 drivers presented.

Why I like it

• Accurate
• Comfortable
• Large sweet spot

How I use it

• Long Holes
• Off the tee
• Replacement

About me

• Beginner
• Casual player
• Golf Enthusiast
• Tournament golfer

I invite you all to see these experiences for themselves and play around and watch the magic happen.

Oh, and one final note. There are those out there that are saying that their site offers social navigation just because they integrated the rating level into their navigation – such as shop for items that are 4 Star or higher. While this “technically” can qualify as social navigation, it certainly does not capture the spirit or experience that the term suggests. In fact that is like referring to a Vespa as a motorcycle! So beware out there – make sure you know what you want and don’t settle for less!