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How ShopBlackBerry Is Improving Its Customer Experience

DEVICES / 02.05.15 / Eric Lai

bbshop2BlackBerry is a big believer in e-commerce. In recent months, we debuted our most recent devices, the BlackBerry Passport and the Classic, on ShopBlackBerry, as well as made available our hottest promotions and sales there, too.

Selling online directly to customers not only lets us be more efficient and agile, as our COO Marty Beard noted recently, but also gives us greater opportunity to improve the customer experience. Which we are working hard to do.

You should notice some improvements to ShopBlackBerry today. Overall, the look and feel of the site has been modernized, says BlackBerry’s director of e-commerce, Marie Sheel. Photos of devices and accessories are larger and sharper. Different color versions of devices such as the Passport – which comes in red, white, black and the limited edition black and gold – are now linked logically, letting customers switch colors quickly.

“We made these improvements based on direct customer feedback,” says Sheel. is now also more responsive, a design term meaning it works better on all screens, from smartphones to tablets to PCs. Meanwhile, user interface elements such as icons better match and harmonize with the rest of the site. This not only looks better, notes Sheel, but also – in this era of rampant phishing – reassures customers like you that you are shopping on an authentic BlackBerry site.

More improvements are slated to come to ShopBlackBerry, says Sheel, including enriching the product pages with content such as videos and links to media reviews, improving the help pages, and smoothing out the shopping cart and checkout process.

If you have other suggestions for how we can keep improving ShopBlackBerry, please let us know in comments.


About Eric Lai