The ecommerce challenge facing ePatternsCentral dealt primarily with a communication issue: we needed to present three different product concepts within the same context and make it crystal clear what the customer would be receiving.
The three types of products available for purchase are all downloadable and provide instant fulfillment, but they each have their own parameters. There are patterns, pattern books, and full magazines available. While all appeal to the same general market, each has it's own benefits and sales message, so the product display needed to be flexible to handle the varying degrees of sales copy.
Additionally, since there is only a small degree of cross-over among the customers, each technique is presented as a "store within a store," allowing specific merchandising to be presented within each aisle.