A recent study from Autobytel – an online consumer guide for the automotive industry – suggested nearly 70% of American Internet users suffer from a phenomenon called “Search Engine Fatigue.” The condition (not yet recognized by the American Psychological Association) is an outcome of cluttered results, overwhelming advertisements, and inept keywords. Even locating treatment options leads to frustration for some and often forces users to physically leave the computer!
In a race against big pharma, St. Paul, MN based 3luxe developed an online solution – a consumer guide which lists the three best products in any given category. Relying on a team of consumer experts, 3luxe continuously redefines what signifies the “best” through extensive product testing, scouring of reviews, and a user-generated “luxe it or leave it” feature.
Current consumer categories on the advertising supported site include Automotive, Aviation, Boating, Computing, Sports, Travel, and a host of other popular items. Big ticket items like Boating and Aviation are a response to “rocketing” – the theory posited in best-seller Trading Up. Rocketing is connected to the overwhelming majority of American consumers who are willing to splurge for luxury on an increasing number of products. Not all items on 3luxe, however, carry a big price. I was drawn to the beer section which displayed one of my favorite, affordable Belgium Whites.
3luxe is currently ramping both product categories and user experience features for the upcoming holiday season. Individuals devoid of “Search Engine Fatigue” may continue to opt for the diversity of extensive consumer portals like Amazon, but 3luxe should connect with those bewildered by the paradox of choice.