Content Spotlight|Shoppable Content
Interactive Content Spotlight: Levi's, Chanel, Dormify, + More
Sharing perspectives on the latest trends and tips to help eCommerce brands stay ahead to engage and drive revenue.
1. Toms - Improving Lives
What it is: A digital break down of Toms humanitarian efforts
Why we love it: This is an impactful visual representation of all the good that Toms does. It’s easy to navigate, allowing users to explore the charities and causes that Toms supports easily and efficiently. The experience is responsive as well, so it looks just as good on mobile as it does on your desktop. But most of all, it’s inspiring, and it does a great job of selling more than just a product: it’s selling access to drinkable water, to safer births abroad, to bullying prevention programs. It’s a powerful reminder that you aren’t just buying a pair of shoes; you are making the world a better place. The Toms brand is synonymous with giving, and this experience affirms that.
What it’s missing: The call to action is simple: buy a pair of Toms, and be a part of these wonderful causes. The problem is that there is no easy way to make a purchase within the experience. The customer has to go back into the category pages to find the product they want. Bringing shoppability to this experience would make the CTA that much stronger, and make it easy for customers to take action the moment they are inspired.
2. Dormify - Coziest Room guide
What it is: A digital how-to experience
Why we love it: Dormify’s experience combines the shop-the-room style with a how-to guide, providing value to the customer instead of just a push to buy products. The experience offers tips on how to style a cozy room, complete with décor like benches, candles, and bedding. Room photography helps customers imagine just how the furniture will look in their own home, and sliders throughout the page make it easy to peruse the products being featured. There’s a strong sense of context; Dormify makes it clear why you should buy each item. It’s the perfect guide to pulling together a cohesive room, not only providing instantly shoppable products but inspiration as well.
What it’s missing: We would love to see a personal touch in this experience, whether it be tips and pointers from one of the Dormify designers, or social media posts by real life customers. Adding that extra level of immersion would create a stronger connection to the brand.
3. Chanel - Make Wishes
What it is: A multimedia countdown experience featuring cosmetics and fragrances
Why we love it: This content is incredibly interactive and creative, with five unique experiences rolled into one. Roll-over a night sky to reveal messages in the stars, scroll through the phases of the moon to discover the perfect nighttime skincare routine, or peruse tarot cards featuring top Chanel products. It’s an experience that’s based in exploration, with beautiful images that establish the iconic Chanel brand while customers learn about their products.
What it’s missing: The use of quickviews is great – the moment a customer is inspired by a product, they can immediately add it to their cart. We’d recommend adding some sort of graphic (be it a plus sign or something more on-brand) to indicate that an item or image is shoppable. Otherwise, users might go looking for it themselves, and be pulled out of the purchase process. The experience is disjointed and doesn’t really make sense – there isn’t enough context to the experiences. Consider having them all as a single landing page with the ability to click on each number to go to that section.
4. Levi's - Denim Guide
What it is: A digital guide to Levi’s denim styles, including a jeans timeline
Why we love it: This experience has that effortlessly cool vibe that brands constantly strive for. It’s authentic and beautifully photographed, featuring a mixture of modern and vintage images and re-affirming the brands American-made roots. The experience offers valuable information as well, describing the fit and details of each pair of jeans, and even a full 18 minute documentary. We love the inclusion of user generated content, showing how real customers style and #liveinlevis. The entire experience is completely on-brand, and there’s no mistaking it for anything but Levi’s.
What it’s missing: None of the images are clickable – to actually shop the jeans line, the customer is guided to a product grid outside of the experience. The guide itself is rich and immersive, capitalizing on the authenticity that Levi’s is known for, so the complete lack of shoppability is a complete letdown. Adding quickviews will make purchases organic and easy.