Bringing an In-Store Experience, Online


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Buy from people, not the internet. While some may see e-commerce as a straightforward vending machine-like experience, Rakuten’s believes in making the shopping experience more entertaining.

Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers
Niche/vertical: Social shopping

Melissa Salas, Director of Marketing, (Twitter @melissadsalas)

Published in: Business, Technology
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Bringing an In-Store Experience, Online

  1. 1. Melissa Salas Director of Marketing, Rakuten | |
  2. 2. * 90 million skus* 38,500 merchants* Third largestecommerce companyby sales
  3. 3. What’s wrong withecommerce?
  4. 4. Redesigning our siteto be an onlinereflection of the offlineworld.
  5. 5. 1 // Online is Visual
  6. 6. Imagery = Discovery Text doesn’t inspire shopping, visual images do Showroom / window shopping In-Store experience of someone helping you find what you are looking for.Omotenashi =Commitment to Personalized Service
  7. 7. Greater social influence and receive more traffic to those pages from SNS likePinterest.Conversion will increase with an in store environment – plus the value add of those images being pinned.
  8. 8. 2 // It’s not just about a“deal”
  9. 9. Personalization in a simple manner Deal Hunters One-of-a-Kind Occupy Wall Street Limited Edition OrganicFair Wage Laws Hand-Crafted Free range ? Price Conscious Quality ConsciousChild Labor Laws “Shop Local” Conscious The Recession Cruelty-Free Union-Busting Homemade Green The opportunity
  10. 10. 3 // Customers stillwant a human touch
  11. 11. Long Page = InStore
  12. 12. 4 // It can’t feelimpersonal
  13. 13. Cultural Product Shopping Nostalgia Nostalgia Nostalgia“The way we used to live” “The things we used to buy” “The way we used to shop”
  14. 14. Cultural Product Shopping Nostalgia Nostalgia Nostalgia“The way we used to live” “The things we used to buy” “The way we used to shop”
  15. 15. Buy from people, notthe internet.
  16. 16. 1 // Make it simple
  17. 17. Simple process• A small core team drives the entireprocess from start to finish.• Include the CEO – no surprises.• Test. Let the numbers talk versustrying to achieve consensus.
  18. 18. Simple result New website Old website
  19. 19. 2 // Keep it connected
  20. 20. Connected process• Focus groups and UX testing withmerchants and customers are key.• Never design a single page by itself.Consider relationships and flow.• Connect with your past tounderstand your future.
  21. 21. Connected result Home Page Department Page Product Page
  22. 22. 3 // Be Human
  23. 23. Human process• Brand personality, tone and lookand feel impact real business metrics.• Even gut instincts can be wrong.• Let your customers drive thedesign. Buyers and sellers.
  24. 24. Shop Together
  25. 25. Human result
  26. 26. Buy from people, notthe internet.
  27. 27. Melissa Salas |