A Constantly Evolving Marketplace
For the last 20 years, the creative landscape has evolved into a digital playground, supported by offline print promotions. Although the delivery method for promotional media has changed, the psychological thought process on strategy has remained (fairly) consistent. In the last 10 years, the foundation of research-based strategic reasoning has grown more complex. Through integrated, cross-correlative analytics programs, tapping into the many metrics of social media, marketers have much more defined segments (and sub-segments) available for targeting.
Pairing market-based strategic direction, with micro-focused analytic reporting allows digital marketers the unique ability and opportunity to constantly cater and evolve to the needs of the marketplace, in real-time. A project I have been working on is a perfect example of this “digital dance” between a dynamic implementation schedule, that constantly evolves and improves with market attention.
“One” is an eCommerce web platform that features and sells only one custom-designed product per month. The creator of this concept is a fashion designer, who understands that the markets she is targeting are not only looking for timeless, high quality pieces, but are seeking assistance in styling the items that are purchased. Her realization produced a unique idea which takes visual styling to an unprecedented level.
One has introduced Style Stories to display and explain accessories. These Style Stories are fictitious stories which depict characters in daily situations – work, play, date night, Sunday brunch, etc. As each character’s situation changes, so does the Style Story, and the method the character styles the product she is wearing. The website visitor is then able to see the individual pieces by clicking on the “Lust this Look” icon, to reveal the specifics of each main element of the outfit. The images below display the functionality of the introductory Style Story.
[coll_button url=”https://www.shoponeonline.com/margot-char/” target=”_blank” background_color=”#fff”]See this Style Story[/coll_button]
Upon reviewing user interaction and analytics, we found that users were more interested in the accessories to pair with the look, than reading “why” to pair the accessories with the look. We modified the approach of the Style Story to introduce the character and form the “personality” of the look. The Style Story then transitioned into a pitch of who the outfit is oriented toward (the market) and how the outfit can be made timeless (the style). Below are images which represent the new Style Story implementation.
[coll_button url=”https://www.shoponeonline.com/pencil-skirt-with-sheer-blouse-style-story/” target=”_blank” background_color=”#fff”]See this Style Story[/coll_button]
In addition, visitors were quickly moving from the homepage to the product page (in addition to other ancillary pages) and away from the site, which presented an opportunity loss, from lack of engagement. We decided a homepage redesign was necessary to grab the visitors attention, place more emphasis on the details of the product, and lead them into the style story. Below is an image of the new homepage design and approach.
[coll_button url=”https://www.shoponeonline.com” target=”_blank” background_color=”#fff”]Visit One[/coll_button]
The final element of engagement was to re-open all past Style Stories, so that visitors would be able to read about all previous months’ products and learn how to style each. The Past Looks was created to dynamically bring in all past products and allows users to review the Style Stories. Please see the image below for the display of previously featured items.
[coll_button url=”https://www.shoponeonline.com/past-looks/” target=”_blank” background_color=”#fff”]View Past Looks[/coll_button]
The Future of Consistent Evolution
We will always place a priority on the psychological “affective responses” a user interface/design has on our markets. We will continue to use those responses to manipulate tactical strategy; however, one thing is for certain, the level of flexibility and quick response modification will continue to quicken pace, and as digital marketers, we must find ways to accommodate and anticipate these changes.