I was demoing IBM's WebSphere Commerce's + Sterling Order Management's mobile experience for Shoppers and Sales Associates at NRF's Big Show this week. While there I took the opportunity to catch the musical Wicked on Broadway. I've now had the opportunity to see Wicked in Chicago, Rochester, Toronto, London, and New York. I was browsing their Wicked paraphernalia and it seemed like they offered some new and unique items. But, in no way did they indicate that any of the items in their item/price list was different or exclusive to this location. I assume that some portion of their audience are repeat customers and that they, like me, would like to know if there are any Wicked merchandise that is in some way different at this location. They could have missed out on a sale to one of their most loyal customers!
How hard is it to indicate that an item is new or unique? Here's an example of the same lack of information on Best Buy's site. At the highest category level, there is no "What's New" or "New Arrivals". Loyal customers who visit the site often want to buy things! Let them know what is new.
At the sub-category level, they are a little better. In the Drives & Storage category, they do have a "New Arrivals" sub-category.
But when the shopper clicks on one of the items and brings up the Product Page, there is no indication that the item is "New". If the shopper gets to the Product Page via a search or a direct link, the fact that the item is "New" is no longer communicated to the shopper.
Frustrated Shopper Suggestion - Give your shoppers a quick way to find new or unique items in your store/location. And be consistent in labeling the items as "New" or "Exclusive" in category listings, search results, product pages, etc. Anything less is not serving those customer segments that are itching to buy something new from you.