With mask mandates lifting, consumers are primed to connect socially – clothes, accessories, and make-up will become a part of the adventure. According to McKinsey's State of Fashion 2022, consumers will undergo a "wardrobe reboot." Consumers will be experimenting with what to wear and are looking for inspiration.
They want their style to reflect their newfound freedoms. They realize a closet full of loungewear will not cut it for brunch with the girls, the bowl game tailgate, or their work holiday party. McKinsey stated, “consumers will reallocate wallet share to other categories as pent-up demand for newness coincides with more social freedoms outside the home."
Today’s online shopping experience doesn’t reflect how consumers think
The 2022 collections that walked the runways at New York Fashion Week in September 2021 reflected this desire to ditch neutral color palettes for vibrant colors and captivating prints (Forbes). While the fashion trends are shifting to match customers' desires for a wardrobe reboot, most eCommerce websites look nearly identical to what they did pre-pandemic.
The reality is that the online shopping process doesn't reflect how customers think. Browsing by product category and filtering by color and size leaves customers with a page full of product SKUs that may have nothing to do with what they are shopping for.
The majority of shoppers want to be inspired
According to a 2021 study of online shoppers, 67% of shoppers want to be inspired while browsing, but only 29% find online shopping sites inspirational. Shoppers describe buying online as fast, easy, and convenient. Unfortunately, the transaction is just that, making it hard for brands to build loyalty and increase customer lifetime value.
67%
of shoppers want to be inspired while browsing
Inspiration leads to brand loyalty
Retailers can use inspiration to connect with shoppers on an emotional level. A shopper isn’t just looking for an outfit; they are thinking, “what should I wear to” Broadway’s Hamilton, Coachella, or the St. Patrick’s Day Pub Crawl – important life moments. By showing up in context to what consumers are already looking for, a company can establish itself as a brand that understands and can solve its customer’s needs. The experience goes from transactional to visceral. Inspiration sets brands apart by creating an emotional connection (AMA) that is more memorable and fun, leading to increased brand loyalty.
Curated for You inspires customers
Curated for You inspires shoppers by using lifestyle and contextual data to set your customers' imaginations ablaze. Shoppers can search, discover, and buy products based on how they dream about using them. Inserting Lifestyle Data into your tech stack helps you present your customers' products in the context of why they are shopping – engaging with the customer on an emotional level, one that understands and delivers on purchase intent.
Your customer’s life outside of your website
Every experience, SMS, Search, Social marketing can be personalized around what’s happening in a customer’s world. Instead of “Sale” or “Buy Now”, the conversation can be shifted to what is happening this weekend, and how your products fit their needs.
Most traditional eCommerce product intelligence is centered around visual attributes; a red midi-length dress with puff sleeves. Curated For You leverages AI-powered product intelligence that is centered around context, purchase intent, and consumer lifestyle. Products are categorized into lifestyle concepts most relevant to your audience. For example, the same red dress is presented as perfect for Lunar Year Celebrations, an Ohio State Alumni Event, or Date Night Valentine's Day outfits. By matching products to your customer’s plans and passions, Curated for You increases your products' relevancy and conversion rate – surprising, delighting, and inspiring customers, keeping them coming back for more.
Want to be inspired? Meet us at Shoptalk Booth #11229 or connect with us HERE!