Category Archives: Ecommerce websites

Uniqlo Innovation Project

Summer is almost over, the cold season is about to kick-in and it’s therefore time to go shopping! And, better, in our case, to discover how fashion brands are launching their Fall/Winter collections. The best place to start is of course Japan where, once again, our expectations are not disappointed by Uniqlo. The Japanese brand has just launched a new website called Uniqlo Innovation Project.

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Dear America by Zara

Being a “new American” myself I love this project by Zara to celebrate the launch of its US online store. It’s called Dear America and it’s a collection of curated photographs by 50 photographers paying a tribute the the 50 United States. As Matthew Coleman, one of the photographers that took part to the project says on his website “Dear America is a a quiet and gentle series, full of texture and landscapes and peaceful sights that undulate across the country“.

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Burton, enjoy the weather

Digital commerce is getting smarter. Have you seen the new Burton website? The weather forecast feature is fantastic. Getting product recommendations based on the current weather in your city would have been a dejavu’ (and of course you would not be able to get the jacket straight away while you are freezing…). But Burton also provides you with a weather forecast, so that you can actually buy and get delivered on time the windrunner you will desperately need in two days when the storm will hit your neighbor. Of course, if you live in Portland like me, the feature becomes pretty useless. Just buy your apparel for the rain…

Surf, customer and care

Feel safe buying your surfboard online. Check out this video that shows the packaging system Surf Ride applies. What a great example of e-commerce customer care that resigns to the brand and to the audience the brand is talking too. Even a video about packaging can be cool and engaging. Nice music, nice vibe and, of course, the video is shared on a cool platform like Vimeo. Take note. Being reliable doesn’t mean being boring!

Easyjet, ecommerce and Facebook

Marketing on Facebook is continuously evolving, while getting people’s attention is getting more and more difficult. The coolness of the brand isn’t a good reason for keeping its status updates in someone’s timeline. So the same basic process applies in order to gain fans and keep them loyal. Once again, it’s all about being valuable, providing good, amusing or best of all, useful content.

Easyjet has recently launched an Holiday Planner within its Facebook fan page. It’s an application that allows fans (yep, you need to become a fan in order to be able to use it…) to plan holidays together with their friends. And very soon they are going to add a feature that will allow people to buy plane tickets directly from the social network, without having to visit the Easyjet website. This is going to be a huge shift. We are starting to get used to give up our brand websites to let interactions with the our brand to happen mostly on social media… but ecommerce… that’s another story. As a marketer, I don’t know if I’m ready for this. Interactions and relationships on Facebook are so volatile. Also, trust is so difficult to get. I appreciate it’s important to provide consumers with options but I can’t imagine the death of the website to be too close.

Gap + iPad = cool

As a consumer based in Europe (and partly as a digital marketer), I never thought Gap was a cool brand. But now, a few days after the iPad has been launched, I definitely changed my mind.

The Gap 1969 Stream iPad app is so much of the moment! It’s an iPad application that allows you to browse a lot of (branded) denim content, celebrities and designers videos as well as music. And on top of this, looks like you can also purchase products directly from the application. Once again, the geek marketer in me claims an iPad as soon as possible. But I guess I will have to wait until end of April to get one in Italy.

God save the brand (experience)

I apologise. With World Cup just 2 months ahead, my time for blogging is almost non-existent. I feel bad for not taking care of Adverblog, but it’s worse is that I don’t even find the time to browse around and check the links I receive for my own interest and education. Today I’ve been lucky, on a friends’ website I found a very good collection of links to a selection of 25 great ecommerce website designs. The selection is a good starting point to discuss how an ecommerce homepage should be.

A lot of people think that if you give too much space to the brand experience, than consumers will not understand that is a retail experience. Others argue, that if you manage to “sell” the brand experience well, than consumers will also buy the product. Because of my background, I tend to agree with the latter opinion. However, a few recent experiences actually proved me that more product less brand is better if your focus on ROI. Nevertheless, I finish my confusing post by sharing a link to a brilliant ecommerce enable brand video by Diesel. God save the brand!

Fashion for dogs and ecommerce dogs (owners)

From Japan another great example of digital communication and a clear demonstration that the online media and online commerce are (more than) ready to support any brand or product (if the communication is done in the right way). Today we talk about dogs, fashion and ecommerce. The brand is called Free Stitch and produces clothing for small dogs. I personally hate the idea of putting a ridiculous cloth on my dog but I appreciate small dogs might suffer cold… and this website would definitely push me to buy something fashionable.

The experience is brilliant, with a gallery of “models” wearing the different items and the absolutely fantastic possibility to browse the collection by clothing or by “dog”.

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Dear Santa, give me a discount

Given the Holiday period is almost mandatory to post about Santa Claus and possibly from one of the countries where he possibly is from. So today we travel to Latvia, to discover a promotional website launched by Air Baltic to give away discounts in a nice way.

Visitors meet Santa Claus, have a quick talk with him, and are offered a 30 percent discount on their next flight with Air Baltic. The experience isn’t particularly innovative but it’s still nice and makes sense at this time of the year.

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Converse: buy, make play

Converse has recently launched a new brand website with ecommerce fully “embedded” in the experience. Navigation it’s pretty straightforward: buy, make or play. The first option is to buy in-line product, the second is to customise your shoes and the third is to be (slightly) entertained by the brand.

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