We’ve seen a rise of e-commerce companies recently that have tackled the dual problems of discovery and boredom: They’ve made shopping a fun, emotional experience. But can they translate that to sales?
There is no doubt that Pinterest has inspired a population of people to look for beautiful images on the web, and these companies like Fab and The Fancy have risen to the challenge of producing beautiful items to browse. But in working to solve the problems of discovery and boredom in online shopping, can these companies translate consumer interest and engagement into actually making a purchase?
recently we’ve seen an explosion of these design-focused e-commerce companies that are drawing consumers through a totally different approach. From Warby Parker mailing you a box of glasses to try on and model in your own home, toTrue & Co charming customers with a Q&A about how your bra fits, to Fab giving you endless entertainment with wacky and clever home items, there’s no doubt that these companies want to make your shopping experience fun. They create pleasurable, cool experiences. But the question remains: does this consumer experience get people to buy?
The difference is about intent — Warby Parker and Fab have made browsing a fun experience, but when you’re going to Amazon, it’s much more likely that you’re going there to buy something. So could the former capture the behavior so common on the latter? Fab has planned a major expansion to move beyond flash sales to carrying more regular merchandise, so this could be a successful tactic.