Contextual links are great for allowing users to do comparison shopping and coordination shopping. Comparison shopping allows users to find more information on the product they are interested in and to learn which item will suit their needs the best. Coordination shopping shows customers related products they hadn't considered before. Related information can be based on user preference or buying habits, which makes the links more meaningful. See the Shopping Process section later in this report (page 25) for more on comparison and coordination shopping.
Recommendation:
The "-blank-" area should be more closely integrated with the "-blank-" portion of the site. For example, for a page listing gear needed for a trip, there should be links to the products area for each of the listed items.
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