builddirect shop by inspiration engagemeng tool
TRANSCRIPT
Case Study:
BuildDirect
2 | Offerpop | © 2015
The results from our ‘Shop by Inspiration’ experience prove that by opening up a world of possibilities and inspiration for our customers, we facilitate a richer shopping experience.
Tyrell Mara,Communications & Engagement Specialist, BuildDirect
Industry: Retail
Use Case: Visual Commerce
Key Channels:
Quick LookAbout BuildDirectBuildDirect is a technology company building a simpler, trusted and more efficient home improvement industry, headquartered in Vancouver, BC, Canada and founded in 1999. BuildDirect strives to open a world of possibilities where anyone can engage in solving their home improvement or building needs from home owners, product manufacturers, designers and trades & shippers through the exchange of ideas, products or services.
Solution
At BuildDirect, we know our customers love being inspired by great room scenes and styles from headline designers to fellow customers who have bought and installed BuildDirect products. These room scenes start the conversation of ‘what’s possible’ at the same time providing credibility to the quality of the BuildDirect brand.
Enhance digital engagement strategy through inspiration experience
Increase on site engagement & conversion to free sample order
Provide credibility to the BuildDirect brand
Goals
Website
Pinterest post for BuildDirect’s ‘Shop by Inspiration’ experience
Case Study: BuildDirect
3 | Offerpop | © 2015
We leveraged the Offerpop platform to create a proof of concept test called ‘Shop by Inspiration’ which featured real customer room scenes highlighting a variety of BuildDirect products in a number of different rooms around the home. To extend our reach, we included a universal touch point by placing a standout button in the header navigation of our website bringing visitors directly to the experience.
Once in the gallery, we wanted to make it
easy for our customers to explore. We used
large stationary Featured Units, branded
items that you can add into your collection
gallery, to create an organized view of each
product category. Strong imagery helped
immerse visitors in the experience. This
informed our page layout as we utilized
a streamlined, simple format with color-
coded bars to direct user experience and
flow. Overall, we achieved an authentic,
inspirational feel and allowed for visitors to
easily engage with our brand and product.
Along with showcasing the product displayed in the room scene, we also wanted to provide customers with a variety of options to accommodate price point and style. To achieve this, we introduced the ‘Comparable Products’ and ‘Get the Look for Less’ features, which included additional comparable products for visitors to browse and shop.
Strong imagery helped immerse visitors in the experience.
Standout button linked to gallery
The ‘Shop byInspiration’ gallery
The mobileexperience for ‘Comparable Products’
Case Study: BuildDirect
4 | Offerpop | © 2015
We know our customers love to sample the products they are considering, so with each ‘Shop by Inspiration’ scene we created a customized free sample package, including the featured product and all recommended products.
“Understand the pain points of your customer’s journey and build experiences that create a path through these friction points and roadblocks. Appeal to the largest audience possible by including multiple options for style and price point to account for different aesthetic tastes and budgets.”
Elizabeth WoffCommunications Coordinator, BuildDirect
Quick Tip
These packages, which we ship overnight direct to the customer’s doorstep, are one of the key milestones of a customer’s purchasing journey.
You have to know who your users are and what they’re looking for.
Sample the Look
Sample all 3 products — free!
Case Study: BuildDirect
5 | Offerpop | © 2015
215%
moreLIKELY TO PLACEA SAMPLE ORDER
Those Visitorswho regularlyengaged with
the gallery were:
Visitors who explored the ‘Shop By Inspiration’ experience were significantly more engaged on our site when compared
to non ‘Shop By Inspiration’ visitors.
Results
37%69% 67%
MORE TIME SPENT ON SITE
MORE PAGES VISITED
LOWER BOUNCE RATE
Case Study: BuildDirect
facebook.com/Offerpop @offerpop
offerpop.com | 646.380.4609 360 Park Avenue South, 20th FloorNew York, NY 10010
Offerpop is an engagement marketing software-as-a-service platform transforming how global brands engage and convert today’s mobile and social consumers. Leading enterprises and agencies use Offerpop’s integrated platform to power engagement experiences across marketing channels, manage user-generated content everywhere, and improve marketing activation with rich consumer profiles harnessing behavioral and affinity data. The company is headquartered in New York City, with offices in London, San Francisco and Portland.
©2015 Offerpop, Inc.