ONLINE SHOPPING GOES FROM SOLO EXPERIENCE TO

SOCIAL INTERACTIONBy

Chris LarsonKalli Hull

Heather Smith

Turning Online Shopping Into a Group Experience

In the past online shopping was a solo activity

Currently isn’t set up for outside input on purchases

Could customize, but with limited input from others

Without knowledge of brand sizes fit of clothing more of a game of chance

Initial Adoptees

Nike led with customization

Vans and Jansport are leading with turning customization into a more personal experience

H&M takes different approach to converting their customers into online shoppers

Introduction of “Fluid Social”

Allowing shoppers social interaction while shopping to attain purchase validation

Gives outsiders opportunities to “thumbs-up” or “thumbs-down” designs

Invite friends to design with you in real time

Vans: Design your own kicks

Creating a lifestyle design for their customers around their products which makes them more successful

Vans is taking the customization of footwear to a new level as an experience

Allows for real time chat with peers to decide on purchases

Preliminary Success

Sales and traffic increased within the first week

This type of activity could lead to fewer abandoned shopping carts

Larger purchases like furniture or home electronics sales are logical match for fluid social shopping

Ad on applications for retailers to post designs on social networks such as Facebook

Sources

Vans.com Nikeid.com Hm.com http://

adage.com/digital/article?article_id=135897

Youtube.com