When online clothing shopping became a thing, I was never inclined to jump in with both feet. In fact, I didn’t jump in at all.
I made my first online clothing purchase a couple months ago and it was purely unintentional. Having embraced a minimalist lifestyle, I was on the hunt for a basic, white t-shirt, arguably one of the easiest purchases a gal could make, right?
Wrong. Very wrong.
My goal was to buy something eco-friendly, sustainable and sweat-shop free and the whole process became much more complicated when I realized just how many varieties of white t-shirt exist in this world.
Having been a lifelong fashion junky, I’m familiar with the enticing triggers of traditional retail: friendly associates wearing coveted pieces, music at just the right volume and lighting to make you feel Hollywood-ready.
I had become smug. Online shopping lacked the physical intoxicating triggers I am so guilty of loving. Having spent weeks physically trying on all the variations of white shirt, I gave in and went online and really wasn’t hopeful.
Lying in bed, cat snoozing beside me, I found myself engulfed in a site with a crisp white background, beautiful shots against a soft gray background, models wearing soft pink, white and black pieces from a collection.
Suddenly, I was immersed in those feelings I had reserved for in-store shopping. I felt romanticized and inspired. I pictured myself wearing those items. I wanted them.
I bought a white t-shirt from the site. The model wearing it looked perfect in it. Perfect everything, everywhere. I can’t say the same for the way it looked on me, but that’s not the point, here.
The point is, there is power in emotion when it comes to purchasing decisions. If you know your customer well enough, you should be able to intoxicate them in the same way, regardless of where or how they’re shopping. It worked on me - an against-the-big-brand-fast-fashion-movement, minimalist, reduced to daydreaming of “what could be” while typing in my credit card number.
"They straight-up schmoozed me."
Understand what intoxicates your customer and USE IT. More and more, shoppers want an experience, not just an exchange of goods and money. Inspire them in the direction of your brand. Show them you get them by making them a little light-headed. When customers interact with your brand, they should feel as though they’re coming home. They should feel special. They should feel as though your brand was made just for them.
Want to learn more about the shopper journey? Download our report titled, 'Store of the Future' below.