I went to an electronics store to look for a headset. 'Headset', 'Telephony' , 'Telephones', 'PC accessories' were terms on my mind as I looked. The corresponding store section and shelf labels that sounded close to my 'keywords' did not have headsets. Annoyed I started walk around the store at every shelf for 'content'. Here is where I found headsets.
Store content labeling is as important as website labeling. Why make me look all around the store/website till i found the content/item i wanted. If the label had been close to some of the 'Keywords' in my mind or related to my goal, I would have got there a lot faster.
Store taxonomies are as important as websites. On the bright side of this shopping experience it made me think again of the parallels between store section and shelf labels akin to the first and second level navigation on a website (and the need for good information architecture process and validation).
I wonder if department stores and malls 'taxonomy test' shoppers around a store/mall space...That would be cool to plan, run and observe..does anyone want that done? Or even get me to test a winery trail?
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