It is not often that online shopping portals remove the user sign up and authentication process just so that users can have a smoother shopping experience. After all, there is no better way to shop online than by providing one’s credentials and make the process easier. However, this is precisely what the online designer shop, Fab.com, did when it did away with the registration requirements for its shoppers.
The point here is that many online portals like their customers to first sign up using their credentials and then authenticate themselves so that they are able to track them better as well as build a relationship. Of course, an increasing number of consumers would prefer to not give out their personal information, including their email address just to be able to browse a site. So Fab.com in a bid to make it’s site more user friendly and convenient for shoppers has completely removed the sign-up process.
While the pros and cons of such a move are being debated, what is clear is that removing this option has not reduced the user base, which confirms the fact that a majority of users see this as a good thing. Indeed, the company is touting this move as proof of its dynamic business model and has gathered funding from equity partners who see in the company a go getting and user responsive entity rather than a lethargic and inert one.
