How Retailers Like Walmart And Macy’s Enable Immersive Holiday Gift Search

How Retailers Like Walmart And Macy’s Enable Immersive Holiday Gift Search
Beauty

Clickable content and a customized user experience are among the top services online retailers are offering this holiday season

PSFK
  • 6 december 2018

Immersive browsing involves sophisticated tools, such as visual search browsers and mixed-reality product demos, which are enabling consumers to easily discover, learn more about or even purchase an item with a single click, making shopping a richer, more intuitive and seamless experience.

Retailers are taking the initiative to provide this experience for consumers online and in-store to enable personalized and interactive searching. Here’s how retailers are narrowing down on customers’ wants and needs, providing immersive browsing that allows customers to receive additional assistance and interact with products from the retailer.

Macy’s
American department store Macy’s created a 360-degree tool that allows customers to experience being inside a miniature snow globe that alludes to an element of its holiday commercial, Space Station. The globe is filled with colorful holiday decor and enables users to pan around to find gifts and inspiration hidden within the scene. Customers can shop their finds as well as share wish lists or send items to themselves.

Walmart
Walmart created an online Walmart Toy Lab, described as a “digital playground,” where kids can use home computers or tablets to access and play with 20 of the toys on the retailer’s Top Rated by Kids list. To enable the online experience, Walmart has partnered with interactive video entertainment provider Eko. By using an online “Funtroller,” kids can select toys to test, watch other children play and share their lists of favorites.

Amazon
Amazon created a pop-up shop in Italy called “Amazon Loft for Xmas,” which offers a wide selection of products associated with branded QR codes called SmileCodes, which enable customers to receive discounts and discover more about each item from the Amazon app. SmileCodes allow mobile shoppers to activate offers from Amazon by scanning the codes when they see them in the physical world.

Tobi
Fast fashion brand Tobi partnered with Poq, a SaaS-based native app platform developer for retail, to relaunch its mobile app with a new Visual Search in time for the 2018 holiday season. The image recognition feature enables shoppers to snap or upload a picture and quickly receive similar matches to the desired item, all within the mobile app.

For more examples of how retailers are incorporating immersive browsing into their e-commerce platforms for a more focused path to purchase, visit PSFK’s Holiday 2018 Retail & Brand Experience Strategies report.

Immersive browsing involves sophisticated tools, such as visual search browsers and mixed-reality product demos, which are enabling consumers to easily discover, learn more about or even purchase an item with a single click, making shopping a richer, more intuitive and seamless experience.

+amazon
+analysis
+apparel
+beauty
+brand activation & immersion
+chat a researcher
+consumer goods
+ecommerce
+Fashion
+Features
+gifting
+holiday
+holiday retail brand experience
+kids
+macy’s
+merchandising & curation
+report
+search
+shopper marketing & promotions
+store experience & design
+tobi
+toys
+trend
+Walmart

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