Amazon has launched a new site for the sale of upscale shoes and handbags called Endless.com. This is an interesting site for a few reasons:
Recognizing that the Amazon brand wasn’t great for buying a pair of Bruno Magli shoes, Amazon has created Endless.com, instead of using the increasingly cluttered Amazon.com template. Endless strips out all the things that made Amazon great (Customer’s who bought this, comments etc.). What is left is a much simpler and classier page design. Well shot, multiple product images, give you a good sense of the product. While descriptions are minimal or even non existent. But that’s okay, the pictures do more than words.
Shoes are one of those things that are tough to buy sight unseen. I know I am size 12 in Nike’s but every other shoe is a toss up. I may be an 11 in another brand and when it comes to European sizes, who knows? Also, shoe pricing varies wildly. If you’re ever in New York, walk up and down Broadway near Houston and see how much the same pair of shoes will fluctuate in price. Shoes are wildly marked up, allowing for a lot of undercutting.
Endless.com addresses these barriers with three promises:
- FREE Return Shipping
- 365 day returns
- 110% Price Guarantee
You literally have no excuse for not buying shoes from them.
I dare you to find a phone number for Amazon.com. Amazon purposely makes it nearly impossible to call them. Endless.com adds it to their top nav. Since the margins on these shoes are greater, they can afford to provide phone support.
Overall, I really like that Amazon recognized that buying luxury shoes and bags is a totally different customer experience to buying books/DVDs/CDs etc. Endless.com allows them the freedom to properly serve their customers without being restrained by the Amazon.com business model and site features. Will it work? Hard to say, but I believe Endless.com has done what they can to give consumers a good experience for buying shoes online.