Sharing perspectives on the latest trends and tips to help eCommerce brands stay ahead to engage and drive revenue.
{Day 12}
Nordstrom did a fantastic job incorporating animations into their gift guide. A beautiful top banner glides through colorful and graphic winter scenes. And the pop-up book theme is spot-on and completely on-brand. Scroll down to a scene-slider targeting a variety of personalities, from The Traveler to The Gym Class hero. Because it's such a busy time of year, we’d love to see each personality scene include clickable quickviews for fast shopping. And linking out to an interactive experience instead of a flat product grid will make the transition less of a jolt. The gift guide is absolutely gorgeous, and this should carry through the entire user experience.{Day 11} Boot Barn
This is another great example of how integrating quickviews can elevate the shopping experience. Customers can easily click the plus sign (with a great rollover effect) to activate the quickview and add to cart. Without this feature, they would be searching through product grids and lose the inspirational moment. We love their use of country music star Kelsea Ballerini in the experience, providing inspiration and context for the beautiful clothes and shoes. Her presence gives the experience a point of view, and it’s a great way to connect with their customers. But the experience is flat - it’s still missing that level of interactivity that sends experiences over the edge. Gifs and animations will make this gift guide more engaging and dynamic.
{Day 10} Murad
Murad’s gift guide focuses on making their customer’s shopping list a little shorter, by providing a variety of easy finds for those tricky relatives and friends. From that cousin who practically lives at the gym, to your mom who needs to spoil herself, the experience breaks down exactly what should be in their stocking stuffers. Murad coordinated this campaign page with their Facebook and Instagram digital ad campaigns to drive even more revenue and visibility. Each category links out to additional products, and checking out is easy with clickable images.
{Day 9} Henri Bendel
Henri Bendel takes a playful approach to the buying guide with a “Shop by Personality” experience, featuring unique gift collections for the Chic Girl, The Sporty Girl, the Quirky Girl, the Glamourous Girl, and the Fashionista. Each collection is completely shoppable via quickviews, as well as a product gallery below the slider. The only thing missing is something to indicate to customers that all of the items are shoppable. This is a creative and engaging style of gift guide that is perfect for the holidays, but can also stand on its own year round.
{Day 8} Aritzia
This is an incredible example of how integrating gifs and videos can make an experience exciting and immediately pull you into the brand vibe. They let the customers see how the clothes wear and move, while making the experience fun and unique. They also break the gifts down by personality – Party Hopper, Class Act, and more. Click on one and you’re taken to a product grid, but the continuing use of gifs keep it from feeling sale and expected. The experience is effortless, interactive, and personable. That said, switching from one personality to the next feels like a traditional commerce filter, as does the layout. To maintain their inspirational vibe, they should switch out the grid format and for a lifestyle format that is effortlessly shoppable.
{Day 7} Tiffany & Co
We love the use of quickviews and navigation in this experience. The photography is beautiful, effortlessly representing the elegant Tiffany’s brand, and featuring the quickviews allows customers to add to bag without having to leave them on the desktop experience. What makes it even better is how users can navigate themselves from one banner image to another without having to scroll through the experience. Adding another level of interactivity through gifs or roll over effects would make it perfect. Tiffany's also has a great "Drop a hint" feature, allowing sneaky users to send a personalized email to their significant other that links to the product they secretly want. The feature lets you ask for that bangle bracelet without actually having to ask for it, and the gift giver can feel confident that they're getting you exactly what you want. Win-win!{Day 6} Tibi
The holidays usually translate to a schedule packed with office holiday parties, New Year’s Eve celebrations, and family traditions… which then translates to a whole new wardrobe. Tibi’s holiday guide lets customers do a little shopping for themselves, and lets them easily peruse everything they’ll need for the holiday season. The clickable top banner features beautiful gift inspiration by category, making navigation through the experience seamless. From festive cocktail dresses to cozy cashmere sweaters, to the perfect party heels, Tibi has you covered. Because when you’re busy getting that perfect gift for everyone else in your life, there’s no shame in buying a little something for yourself too.
{Day 5} Lucky Brand
This guide takes the guessing out of your holiday shopping with a fun and unique quiz. Answer a quick five questions (because who has time for anything longer?) and discover your gif-tee’s persona. From Explorer to Homebody, Lucky Brand provides a selection of gifts for each. The messaging and graphics are perfectly on-brand with their rustic vibes, and it’s a genuinely entertaining experience. With results for both men and women, it’s a great way to guide customers towards the perfect gift. But, it's a jarring switch from the fun, inspiring quiz to a sterile product grid - an intermediary will ease the transition process. We recommend a dedicated shoppable landing page for each category that keeps customers in the mindset of the personality.