A Brand New Way To Promote Your eStore
By Jane Dawson
The latest Internet research from Undernet suggests that users want interaction, whether social interaction on a social networking site like Facebook or ”gaming” interaction such as true games, quizzes, etc.
A new fashion-based website called Polyvore has capitalised on this growing trend in Internet usage to develop a winning new way to merchandise fashion. Online retailers should take a close look at this new approach with an eye towards applying this innovative methodology to their own sites, or, if in the retail business, getting involved with the Polyvore site.
The Polyvore site invites its users to search the web for clothing, accessories and other elements they like and cut and paste them into a fashion collage or ‘’set” on the Polyvore site. These collages or sets are then available for public viewing. Then, in a brilliant stroke on the part of the web developers, if a visitor likes the handbag or necklace or denim jacket displayed in the set, they click on the item and will be taken to the website where the item is sold.
Just think about how well this concept draws together what we know about the Internet today:
1. People like to interact: this site gives people a drawing canvas and an art gallery to show off their work.
2. People like to shop: Users can window shop as much as they want and get more benefit than just creating a wish list; they can make their interests and personal preferences into a representation of themselves and in doing so, convince themselves to buy the items or convince others to buy the items.
3. Clothes and accessories are often displayed individually on product sites but sell better when placed in attractive sets that give people ideas about how the pieces can be used.
Polyvore also offers different font types for creating descriptions and audio clips from Amazon to add another dimension to the sets. They intend to monetise the site both through advertising and through sales of marketing data.
Polyvore has tripled in size this year and has more traffic than sites like Style and Harpers Bazaar. They seem to have touched a nerve in the way people like to interact around fashion.
As an online retailer, how can you learn from the Polyvore approach?
If you are in fashion, you probably want to be in touch about advertising and make an arrangement to have your product catalog uploaded onto the Polyvore site. If you are not in fashion, what can you take away from Polyvore? How about:
- Sites involving gardening products can provide a virtual garden space to arrange flowers, herbs, shrubs and so on. If you sell tools, the tools can be attached to various plantings. For example, if a shrub is planted, the creator will need gloves, a spade and so on.
- Sites involving games can provide on-line game previews that can be played and rated.
- Sites involving house wares can provide interior room settings that can be decorated with your products.
The message is, interaction and product display in a more organic environment.
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