Hillary Mendelsohn wrote her book, thepurplebook, drawing on her experience as a busy professional, wife and parent. With an education in literature and the law, Mendelsohn began her career in the entertainment industry, later launching her own marketing consulting firm. Mendelsohn spent three years compiling the ultimate resource guide for online shopping, thepurplebook.

Why did you decide to write thepurplebook and what is the feedback you have received from direct shoppers?

They say necessity is the mother of invention, and I guess in my case that is no exception. I wrote thepurplebook out of my own desire to find the best of what the Web has to offer. I was frustrated by search engines, getting too many returns on a query and didn't know how to find the best of what was available online. I went looking for a book in the bookstores, something like a Zagat or a Fodor's guide to tell me where to shop online, but it didn't exist. So, I wrote it myself in the hopes that I could provide quality information in an accessible way for people who wanted to know. With the publication of an annual edition, we hope to become the gold standard of great shopping on the Internet. I have had a wonderful response from readers who have encouraged me to continue to find and deliver the best, most unique and reputable retailers on the Internet today. thepurplebook has enjoyed great reviews, lots of press and interest from companies who want to be recognized as a quality online retailer, as well as national publications that want to deliver quality information to their readers. With the 2005 edition set to be released this October, we are gearing up for another busy year!

What is the role of a return policy in the overall shopping experience for the consumer?

Good Return Policies = Good Return Customers

Good returns can mean the difference between a one time purchaser and a return customer. Just the knowledge of a fair and simple return policy and process can give the consumer the confidence that not only should they make that first purchase, but should they be dissatisfied in any way, they have the freedom and convenience to return it which also creates a comfort level and a subconscious trust that this particular retailer is responsible, fair and stands by their merchandise. Creating this comfort level will quantify itself in your numbers of return customers. Such a solid and fair return policy should be used as a marketing tool and advertised on the home page of the retailer's web site so that it can become an “added value” in the mind of the consumer.

What recommendations would you have for retailers who want to make their online shopping experience more user-friendly?

First, stick with the rule that clean and simple is better. The interface shouldn't be fancy, intimidating or loaded with bells and whistles that will slow down the process for the user. Think of the potential customer as only having access to a dial-up connection and make it fast for them, then you will have streamlined your site for users with all types of connections. Remember that the shortest distance between two points is still a straight line. Make sure that the consumer doesn't have to click too many times to get where they want to go.

Second, provide good customer service and clearly display these policies. Make sure that a customer can contact the company via e-mail or phone and provide both options on all pages of the site. Response time for e-mail inquires should be no more than 24 hours, and phone contact and hours of information service should be posted clearly. All communications with customers should be friendly and personable.

Make sure all policies are reasonable, fair and clear. For example, I have come across sites that provide overnight shipping for an additional fee. The consumer thinks they will receive the item the next day, and when they don't, they are disappointed or angry. They are particularly frustrated to find out that they either needed to place the order by a certain time to qualify for overnight delivery or that there is a 24 hour order processing time once an order is placed, prior to shipment. Either way, the consumer has paid the additional shipping fees and is frustrated with the retailer. Will they be a return customer? It isn't worth it to find out. Make policies clear upfront.

Lastly, remember that if you can make the online shopping experience easy, convenient and enjoyable for your customers, you will most likely have a return customer. Research has shown that a consumer is six times more likely to be loyal to an online store as opposed to a brick and mortar store. If they have a good experience, they'll come back again and again because of the positive experience and the convenience. With this simple yet powerful knowledge, it is up to the retailer to make that happen. Whether you incorporate incentives to the consumer, offer additional relevant information related to their purchases or unique gift wrapping or other services, the consumers are waiting to discover you. As any retailer knows, the best advertising is word of mouth.