Virtual stores: less is more?
The holiday season, the Christmas tree, the gifts ... and by the way, have you recently made an online purchase? On a site offering an exclusive 360°technological experience? The glitter kind? After the surprise and the transitory blindness, we realize that all experiences are definitely not the same. Without falling into platitudes, sometimes the "better" proves to be the enemy of the "good."
Virtual shop, the real without the real
In this exuberant jungle, there is one specimen that leaves me puzzled: the "Virtual Shop." The concept? To transfer the physical store into an online store identically. Concretely, what does it look like? A surprising mimicry of the real ... without the real, and that's the problem. Not to mention the many technical bugs, especially if you have the misfortune to zoom in and zoom out (you know, mobile, iPad and all that.)
You see the type? Note that I'm not saying that 360° is without interest. This format has several assets, especially on product pages, but to turn it into a whole store? Try it here with Charlotte Tilbury, or Lancôme. Go there once, yes, why not? It's surprising, it's fun. But to visit it again and again ... really? And buy? What a crazy idea! On the Dolce & Gabbana virtual store, there is only one call to action: "Book an appointment in store." Quite disappointing, isn't it? Retailtainment is about infusing life, a human touch... not about transcribing a physical store deprived of the fullness of the senses, in the best case, with a model and a pre-recorded voice, colorful and fairy-tale it may be.
Screenshot from Charlotte Tilbury’s virtual shop
Live in E-commerce: the perfect combination?
There are many things to do online, and I have mentioned it several times, insisting on the importance of the sales associate, friends and influencers. In short, it requires a HUMAN touch. A few examples I enjoy?
Canada Goose or MM Lafleur with their "Appointment" sections — you fill out a questionnaire, on the D-day, a sales associate guides you through video, and, in real time, chooses the product(s) with you, compares them and discusses. I repeat: you need assistance, you need attention. This is what consumers want, not a visit to a chaotic neon pop labyrinth.
Showfields, self-proclaimed "the most interesting store in the world," is, in essence, an e-commerce site that curates exceptional brands found in the four corners of the world based on their extraordinary, inspiring, atypical and even ethical aspects. And to help you discover these rare items, there’s the "Showfield Experience" — virtual tours through video chat or personalized and exclusive in-store appointments ... plus a section dedicated to live curation sessions proposed and hosted by "the best curators" around the world.
“Going Live” is not only digital, it can even redefine the physical store. This is the bet made by BeautyCounter As Fast Company reports, when you walk past the store on Abbot Kinney Boulevard in Los Angeles, a big sign lights up every time you record live, like an old-fashioned radio studio. Inside the traditional store, the back of the store has a stage, with professional sound and lighting equipment.
Throughout the day, BeautyCounter employees transmit live on a platform called Bambuser (which I already mentioned a few months ago here), which is then broadcast on the brand's website in a dedicated live section, with live streams of shopping, tutorials, educational videos and well-being in the broader sense. If a customer sees a product they like, they can click to view the page. The brand also wants other members of its community to use the studio. They have a network of 50,000 independent consultants who often sell their products via Instagram or Facebook to connect with customers. If a consultant is in L.A., they can stop by the store to film the content — influencers, actresses and other celebrities are also welcome.
In real life, as well as online, the store must remain open to everyone, lively and friendly. Less bling, more proximity, more advice and a listening ear. In short, there’s no need to reinvent the wheel, or at least not necessarily in 360°.
Marie
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