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“New year, new you” is a bit of a clichéd marketing cliché, but the truth is that consumers are looking to improve their lives at the beginning of the year. Whether it’s eating better, exercising more, cleaning out your makeup bag, or refreshing your home decor, consumers have an incentive to reset. January is a special time for e-commerce retailers and brands as they lure shoppers back after the holidays for more than just returns and clearance items.
But just tagging an email offering 40% off leggings with the message “New Year, New You” won’t satisfy shoppers. Retailers can regain the authority of their own style through content that resonates beyond promotional messages and taglines. Seizing this moment to re-establish a dialogue with shoppers fosters relationships that go beyond mere transactions.
Inspirational commerce is the equivalent of transactional commerce, which is primarily the focus of brand investment. Transactional commerce includes infrastructure elements such as product listings, checkout, shipping, and returns. Inspirational commerce, on the other hand, uses visual guided discovery, personalized style and product advice, powered by AI and executed at scale, all to re-engage customers and bring them back to your brand’s site. can be recalled.
The online experience today is no different than it was 20 years ago. For example, Home Depot’s website is structurally no different from Prada’s website after you leave the home page, except for the products. While the idea of a “brand” was once a draw for shoppers, many e-commerce stores have become virtual warehouses rather than exciting destinations that inspire and educate shoppers.
After all, shoppers want to be sure that their purchases are legitimate. They need to know if the style suits them and if they can wear it with what they already have in their closet. Retailers who support shoppers beyond just marketing campaigns give shoppers confidence and know that they are experts who know how to help consumers find the right items that will make them look and feel good. Tell you. Through shoppable, personalized inspiration, retailers have the opportunity to build relationships with shoppers in the same way sales associates do in-store.
Customers have evolved over the last 20 years to expect a unified shopping experience where their favorite brands work just as well online as they do in-store. AI tools can transform a typically boring digital experience into something more engaging and dynamic with personalized, expert styling and outfit suggestions.
Engaging with consumers on a more personal level should be a core value proposition for every brand. Being known for “finding something you really like” is a much bigger point of differentiation in a crowded market than “having a really good price.”
Rohan Deuskar is the founder and CEO of. writing styleis the leading inspirational commerce platform, powering thousands of visual outfit, styling and bundle programs across a significant portion of the world’s leading fashion and home goods retailers, partnering with over 3,350 brands, We outfit more than 200 million shoppers annually. He is one of the most prolific inventors in retail technology, currently working with companies including Nike, Kohl’s, Puma, Express, Revolve, J.C. Penney, Macy’s, Crates and Barrels, and more. Deuskar was named a NYC Fashion Fellow by the New York City Economic Development Corporation, and has been a keynote speaker and guest lecturer at Commerce Next, New York Fashion Week, SXSW, WWD, FIT, LIM, Parsons, and the Wharton School. I’m here.
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