And you probably don't realise it
While there's something nice and tangible about going to an actual hight street store, trying on clothes and buying them, in reality, how many of us actually do it? Because little things like lack of time and working in an office that's not near any shops mean that shopping online is often the easiest option - and brands know it.
From ASOS making shopping easier to Zara solving shopping problems, have you ever noticed how there's always a compelling reason you tend to shop online? Well it turns out there are actual tricks brands use to make you want to shop online, without you necessarily realising.
Dynamic Yield, a personalisation technology platform, used by the likes of Urban Outfitters, Anthropologie, Under Armor and more, gave us an insight into the tactics stores use to capture our attention, and they're very fascinating.
- Social Proof: Gain the attention of shoppers by showing that people are interested in or actively purchasing an item (‘487 purchasers in the last 24 days’).
- Personalised Free Shipping Offers: Offering free shipping is the most powerful way to convince a latent user to buy. It's also a great technique to drive upsell but offering expedited shipping above certain price thresholds.
- Low in Stock Messaging: Letting users know that an item has limited supply is an incredibly powerful way to stimulate demand. People want what they (soon) can't have.
- Display creative discount offers to new visitors. This means new customers are more tempted to buy something.
- Offer Post-Purchase incentives after someone buys. They use this to keep attention after purchase by presenting an offer to one of their partner sites.
- Present notifications that render on the mobile phone - like discounted offers, or coupon codes. This is important as more than 50% of the traffic comes from the Mobile Phone
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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