Bringing an In-Store Experience, Online
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Buy from people, not the internet. While some may see e-commerce as a straightforward vending machine-like experience, Rakuten’s Buy.com believes in making the shopping experience more entertaining. Experience level: Intermediate, Advanced Target audience: Affiliates/Publishers Niche/vertical: Social shopping Melissa Salas, Director of Marketing, Buy.com (Twitter @melissadsalas)
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Bringing an In-Store Experience, Online
- 1. Melissa Salas Director of Marketing, Rakuten Buy.com @melissadsalas | Facebook.com/Melissa.Salas | Linkedin.com/in/Melissadsalas
- 3. * 90 million skus * 38,500 merchants * Third largest ecommerce company by sales
- 5. Redesigning our site to be an online reflection of the offline world.
- 6. 1 // Online is Visual
- 7. Imagery = Discovery Text doesn’t inspire shopping, visual images do Showroom / window shopping In-Store experience of someone helping you find what you are looking for. Omotenashi = Commitment to Personalized Service
- 8. Greater social influence and receive more traffic to those pages from SNS like Pinterest. Conversion will increase with an in store environment – plus the value add of those images being pinned.
- 9. 2 // It’s not just about a “deal”
- 10. Personalization in a simple manner Deal Hunters One-of-a-Kind Occupy Wall Street Limited Edition Organic Fair Wage Laws Hand-Crafted Free range ? Price Conscious Quality Conscious Child Labor Laws “Shop Local” Conscious The Recession Cruelty-Free Union-Busting Homemade Green The opportunity
- 11. 3 // Customers still want a human touch
- 13. Long Page = InStore
- 14. 4 // It can’t feel impersonal
- 15. Cultural Product Shopping Nostalgia Nostalgia Nostalgia “The way we used to live” “The things we used to buy” “The way we used to shop”
- 16. Cultural Product Shopping Nostalgia Nostalgia Nostalgia “The way we used to live” “The things we used to buy” “The way we used to shop”
- 17. Buy from people, not the internet.
- 18. 1 // Make it simple
- 19. 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.
- 20. Simple result New website Old website
- 21. 2 // Keep it connected
- 22. 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.
- 23. Connected result Home Page Department Page Product Page
- 24. 3 // Be Human
- 25. 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.
- 26. Shop Together
- 27. Human result
- 28. Buy from people, not the internet.
- 29. Melissa Salas melissas@buy.com www.buy.com @melissadsalas | Facebook.com/Melissa.Salas
Notas do Editor
- behavioral learning's, retailers focused way too much on SEO, therefore having a text heavy site for indexing - this is a business centric philosophy, not a consumer centric philosophyText doesn’t inspire shopping, visual images doShowroom / window shopping In-Store experience of someone helping you find what you are looking for.Omotenashi = Commitment to Personalized Service
- Improved images = Greater social influence and receive more traffic to those pages from SNS like Pinterest.Conversion will increase with an in store environment – plus the value add of those images being pinned.
- Video allows you to present a more compelling message to your audience. Most people retain information better when it appeals to more than one sense. Some people are better at remembering information they’ve read, while others find it easier to remember information based on the visuals they see or the words they hear. So when you present your message in a way that appeals to all these senses, you’ll get better results. How much better, you ask? According to Borrell & Associates: Adding video to a sales website or small business profile… Increases the number of views by more than 100%Increases the number of clicks more than 30%Increases the number of visits to advertiser website by 55%Increases visits to an offline store by 30%Increases sales by 24%BuyTV has blown these numbers out of the park.… With stats like these, why would you NOT want to add video to your site? The fact is, more people are starting to expect video on websites. With the majority of Internet users on high-speed access these days, bandwidth restrictions have become a thing of the past. People are used to watching videos on YouTube, or clicking on video links on Facebook or their favorite blogs or news sites. For many web surfers, it’s the fastest and most convenient way to get the information they’re looking for. Make Sure Your Video Sounds as Natural as PossibleNo matter whether your video features you speaking in front of a camera, or if it’s a voiceover with bullet points and graphics, it still needs to sound natural. No one will listen to what you have to say if it sounds awkward or obvious that you’re reading words off a paper. As much as possible, write your script so that it sounds like natural speech. How Long Should Your Video Be?The length of your video depends on what you’re selling, what the price point is, and who your audience is. For example, if you’re giving away a free eBook, you might find that a 2-3 minute video is all you need. Video is the Future—So Why Wait?The fact is, Internet users are becoming more sophisticated in their expectations, and many would prefer to watch a video than skim through a bunch of text. In order to grow your sales, you need to deliver the information to your audience in the format they like best. So if you haven’t already considered using video, now’s the time to look into it. Act now you could get the edge on your competitors and make a more lasting impression on your audience.
- What are customers looking at?What are they interested in?Shop with FriendsAsk questions from other visitors in the “store” or product page = aka Aisle.Ask the question “How can I help you?”Imagine being in a store, in the aisle where new single cup coffee pod coffee machines are. There is another customer right next to you wanting the same product.Would the customer talk to the other customer? Have you seen this before? Does it have good reviews? I heard about it….Would the customer then talk to the sales agent? How does this work? You don’t need filters? Just insert the pod? Genius! Would the customer jump on their phone and update their twitter status or facebook wall? “Soon Ill be the proud owner of this really cool new gadget! Coffee making made simple!!”