Bringing an In-Store Experience, Online
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Transcript of Bringing an In-Store Experience, Online
Melissa SalasDirector of Marketing,Rakuten Buy.com
@melissadsalas | Facebook.com/Melissa.Salas | Linkedin.com/in/Melissadsalas
* 90 million skus* 38,500 merchants* Third largest ecommerce company by sales
What’s wrong with ecommerce?
Redesigning our site to be an online reflection of the offline world.
1 // Online is Visual
Text doesn’t inspire shopping, visual images do
Showroom / window shopping
In-Store experience of someone helping you find what you are looking for.
Imagery = Discovery
Omotenashi = Commitment to Personalized Service
Conversion will increase with an in store environment – plus the value add of those images being pinned.
Greater social influence and receive more traffic to those pages from SNS like Pinterest.
2 // It’s not just about a “deal”
Price Conscious Quality Conscious
Occupy Wall Street
Deal Hunters
Fair Wage Laws
The Recession
Child Labor Laws
Union-Busting
Organic
Free range
Green
Cruelty-Free
Hand-Crafted
Conscious
The opportunity
Homemade
“Shop Local”
One-of-a-Kind
Limited Edition
?
Personalization in a simple manner
3 // Customers still want a human touch
Long Page = InStore
4 // It can’t feel impersonal
Cultural Nostalgia
Shopping Nostalgia
Product Nostalgia
“The way we used to shop”“The things we used to buy”“The way we used to live”
Cultural Nostalgia
Shopping Nostalgia
Product Nostalgia
“The way we used to shop”“The things we used to buy”“The way we used to live”
Buy from people, not the internet.
1 // Make it simple
Simple process
• A small core team drives the entire process from start to finish.
• Include the CEO – no surprises.
• Test. Let the numbers talk versus trying to achieve consensus.
Simple result
New website Old website
2 // Keep it connected
Connected process
• Focus groups and UX testing with merchants and customers are key.
• Never design a single page by itself. Consider relationships and flow.
• Connect with your past to understand your future.
Connected resultDepartment PageHome Page
Product Page
3 // Be Human
Human process
• Brand personality, tone and look and feel impact real business metrics.
• Even gut instincts can be wrong.
• Let your customers drive the design. Buyers and sellers.
Shop Together
Human result
Buy from people, not the internet.
Melissa [email protected]
@melissadsalas | Facebook.com/Melissa.Salas