Winter is coming. Web 3.0 is on its way too. What does this mean? Customers are looking to be treated with a personal approach. They are tired of listening how great a company is. They just want to be addressed in a personalized way so they can trust the retailers they are buying from. More than that, they want to find exactly what they need when they’re looking for something to purchase.
So, how can be the arrival of winter linked to these changes?
Weather is a great trigger to use to remind customers that retailers care about them. How is that working? Let’s suppose that outside it’s -4 Celsius. If you own an e-commerce store that sells apparel, you can address your visitors with an interaction where you remind them how cold it’s outside. Instead of letting a pair of gloves to rest on their product page, you can take them in front of your customers’ eyes.
Weather interactions are suitable for:
Buying online is a different experience for customers than buying from local stores or malls. In traditional stores customers have the possibility to touch the texture of the clothes, to try them on to see if they fit, to have a complete overview of the suit in the mirror. One would say that a fashion e-shop cannot compete with a traditional fashion shop. Actually, an online store has some great weapons to win this battle:
- More filters for customers to ease their search: price, brand, collection, colors, size and target audience-children, men, women
- High-quality images with a 360o view and the possibility to zoom offer the customers the chance to not miss a single detail about the product they’re viewing
- A great description of the product will personalize it big time. This short description can tell a story and give life to a product. In a traditional store, this role is played by a salesman. But is the salesman always around? The product description is always there for customers.
The triggers on a fashion e-shop are various: limited editions, offers, testimonials, good reviews and interactions. One great trigger that can be used is the weather. Take for example this kind of approach from ASOS:
Announcing the arrival of the winter collection on the homepage is a great thing to do on a shoes e-shop. Zappos is using this approach:
But how about being braver? Find out how the weather is going to be in the next period. Then create an interaction, scheduled to be displayed a week before, to worn your customers that it’s going to rain in the next days. You can complete this action by creating a landing page for the ones that click on the interaction with a great offer for waterproof boots. Sales increased? Check.
Tyres e-commerce websites
Drivers treat their cars carefully. But they can forget to change the tyres when it’s time for that. A weather interaction can save the health of a car and its owner’s safety. For a more personalized approach, an online tyres retailer can address with a weather interaction just to the visitors that come from particular cities. You can design advanced segments and address to the most important ones when you decide to use triggers like weather interactions:
Winter apparel & accessories/Sport e-shops
These kind of e-shops have no excuse to not use weather as a trigger to increase sales when winter is coming. Here is another example of retailers that use this trigger, but not at its maximum potential:
A first improvement would be one or more human faces in this picture wearing the jackets. The second one would be a testimonial about how comfortable is the jacket when outside it’s -4 Celsius. You would be more willing to buy a new colorful jacket for a cold and furious winter, right?
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