Custom user entered order fields

Hello,

I'm working on creating an event  registration process where users can purchase "seats" for an event in Sitefinity. I've tried setting this up by having a product in ecommerce that can be purchased, but i can't seem to find any good documentation on how to add additional custom fields that the user can enter at the time they add the product to their shopping cart, they would need to provide it for each "product" they purchase. For example if they purchase 3 seats for an event each one would need to have a Name and Email address associated with it.

This information would essentially be contact information (name / email etc) that they would need to be able to lookup when the event comes closer.

Is this the route i should take or is there a better way to go about this? And are there examples of adding custom user entered data for each line item in an order?