Starting 2021 for me means getting both a refresh and a reset on many things digital. As part of providing the shopper perspective, there have been some requests for mini ecommerce site profiles. As I like to say, your wish is my command. I am going to try and deliver a format that can be leveraged across the board while also accommodating the unique nature of any category. I hope these reviews provide insight that can be leveraged by all retailers to optimize their experience.
Sometimes it seems that the only place that shoppers buy from is Amazon. You might ask yourself, what other options there might be? Specialty stores actually provide a unique opportunity. They tend to be retailers who go narrow and deep rather than having a broad assortment. The best of specialty retail includes retailers from REI to Dick’s Sporting Goods to the Container Store and Williams-Sonoma.
The best of specialty retail showcases curated merchandise and displays it in a way that is distinct to one’s brand. From there, the fundamentals must be in play. Digitally speaking, that means a look at their key pages including the homepage, category, product and customer service destinations. Branding suggests a series of tactics that differentiate and propel the retailers’ vision and can be integrated deep into the site.
Based on the retailer selected, the education and involvement of the shopper are then addressed from category information to trends. Service covers a broad range of elements from standard contact us tactics to the omnichannel aspects, which have grown greater in importance with the pandemic.
The homepage
Time of year sets the tone for the homepage. A new year means the mix of new product while also highlighting the old, ripe for liquidation. Crate and Barrel’s homepage brings a freshness to both and one cannot help but want to upgrade, particularly in these times. Tactics include “Workday with a Twist,” “New Year, Fresh Starts” and personalized just-for-you picks. Categories are prominent from bedding to sofas. The wedding registry is highlighted given its core brand focus.
Its robust footer includes resources, Crate Design studio, social media links and addresses customer service needs via an extensive set of links.
Taking a stand: Brand values
Under “Our Company,” shoppers can access the retailer’s social responsibility stance, which articulates its position and value. Consumers are taking a keen interest in sustainability and social responsibility, and retailers are responding. Beyond just calling it out, it has done a nice job of integration within categories. One example is an exploration of materiality, which can be found when looking at the bedding category. Iconography highlights everything from texture to breathability, earth-friendly and material to guide its shoppers in environmentally conscious purchasing.
The category page
Home office has certainly risen in importance with the work-from-home movement fueled by COVID-19. A series of subcategories can be seen from desks, office chairs and filing cabinets. Its visualization gives customers a sense of the retailer’s broad assortment while its “what’s trending now” is always enticing for shoppers. Often an item will catch customers’ eyes, propelling them to look further. Its delivery value proposition reinforces unlimited delivery for one flat fee of $149, encouraging shoppers to potentially make additional purchases, which drives up the average order value (AOV).
The product page
Crate and Barrel lets its product page do the heavy lifting. Imagery and information serve as the foundation while videos add another dimension. It brings a category-centric tone to the shopping experience with navigation that includes custom options, reviews, details, dimension, care and comfort. Exclusivity is called out so shoppers need not look any further. Additionally, some of the products have an icon to show where the product might be on display in store, which serves as an excellent vehicle for driving store traffic.
Utilizing the product page to its fullest means integrating relevant information at the appropriate time. Knowing that stock status is an important influencer, the product page lets buyers know shipping availability and details in advance of purchasing. The examples below represent the range of possible information. This includes everything from curbside pickup to locating products on display in retail stores. Shoppers will be happy to see that Crate and Barrel has partnered with Handy to power installations.
Inspiration
Crate and Barrel has invested in content. It is in the business of inspiring shoppers and this comes from many angles. Its social efforts include #CrateStyle, where it encourages customers to inspire one another via Instagram. The retailer helps shoppers find similar items posted in social, which is certainly efficient.
Virtual design advice is also available to take advantage of its know-how. It also offers a feature that lets consumers view it in their room on a mobile device.
The Frame, its robust blog, houses information on interior design including trends and how-tos. It is an ideal location to highlight its vision and related products as part of a robust site experience.
Customer service
Customer service, a hallmark of Crate and Barrel, yields a set of accessible options from text to live chat and a call center, all with hours conveniently posted. For those that lean towards self-service, they are covered as well with options for tracking, returning orders and scheduling delivery called out.
Shopping with Crate and Barrel
Retailers get creative as COVID-19 challenged business as usual options. Virtual services played a heightened role from virtual design services and appointments. In-store is still an option and it also encourages shoppers to call their local store for help. Finding this information in one convenient location is efficient for shoppers and showcases its depth of resources.
Crate and Barrel wraps up a creative and compelling experience for shoppers and design lovers. For me personally, I cannot help but want to fully redecorate every time I visit. The imagery and inspiration are the magic along with the product mix. The omnichannel capability and best-in-class service options tie everything into a perfect package.
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