I'm a Millennial and I like to shop, both on- and offline. Of course, marketers and advertisers already know this simple fact. They also know that I have attended university and am just starting out my career, live in an urban-setting with a moderate household income, like to feel good about donating to philanthropic causes, and spend a large amount of time pilfering away on social networking sites. However, do marketers really know why I like to shop? It's all about the experience.
Over this last week, I came across not one ' but two ' unique shopping experiences that provided value above-and-beyond the traditional mall excursion or product search online. Last week, Google launched Boutiques.com, a 'personalized shopping experience that lets you find and discover fashion goods through a collection of boutiques curated by taste-makers ' celebrities, stylists, designers, and fashion bloggers.'? The website is built with technology-software that 'learns'? about your style and trend preferences to be able to provide more relevant search results and recommendations over time. The user has the option to create their own boutique, share outfit ideas with friends, leave comments for other fashionistas, and source similar looks within a variety of price ranges.
Prior to the launch of Boutiques.com, online shopping could seem like a chore. This is not to say that Google completely revolutionized the online shopping realm; rather the search giant combined the search for and purchasing activities into one, cohesive website. Everyone wins: retailers are able to advertise their products directly to consumers and shoppers have all the necessary tools at their fingertips to stay ahead of the fashion-game. The experience is convenient, easy, and customizable and as a millennial, I appreciate that.
My second shopping example is more experiential in the traditional sense, bringing the high-brow fashion of Cynthia Rowley to neighborhoods throughout the United States via a mobile boutique. The fashion truck contains Rowley's entire fall 2010 collection, as well as select pieces from her spring and summer lines. Shoppers have the opportunity to learn of the truck's whereabouts via a live Twitter feed, and can visit the 'shop on wheels'? in their local market for a fun, fashion splurge. With a limited number of stores across the US, the Cynthia Rowley mobile boutique provides shoppers with the opportunity to experience the look-and-feel of the brand. The experience is fun, conversational, and out-of-the-ordinary, enhancing the brand image and helping to establish a positive association in the minds of consumers.
As the holiday shopping season is fast-approaching and I'm looking to buy gifts for family and friends ' and to take advantage of those sales to update my own winter wardrobe ' I will be looking for the brands that provide an engaging and memorable shopping experience. I hypothesize that these brands will come out on top in the New Year. After all, it's all about the 'shop-erience.'?