Bringing experience into the enterprise mike maass lava_con_2014
Bringing an In-Store Experience, Online
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Transcript of Bringing an In-Store Experience, Online
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Melissa SalasDirector of Marketing,Rakuten Buy.com
@melissadsalas | Facebook.com/Melissa.Salas | Linkedin.com/in/Melissadsalas
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* 90 million skus* 38,500 merchants* Third largest ecommerce company by sales
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What’s wrong with ecommerce?
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Redesigning our site to be an online reflection of the offline world.
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1 // Online is Visual
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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
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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.
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2 // It’s not just about a “deal”
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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
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3 // Customers still want a human touch
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Long Page = InStore
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4 // It can’t feel impersonal
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Cultural Nostalgia
Shopping Nostalgia
Product Nostalgia
“The way we used to shop”“The things we used to buy”“The way we used to live”
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Cultural Nostalgia
Shopping Nostalgia
Product Nostalgia
“The way we used to shop”“The things we used to buy”“The way we used to live”
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Buy from people, not the internet.
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1 // Make it simple
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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.
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Simple result
New website Old website
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2 // Keep it connected
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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.
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Connected resultDepartment PageHome Page
Product Page
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3 // Be Human
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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.
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Shop Together
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Human result
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Buy from people, not the internet.