This episode challenges the conventional understanding of online discovery, highlighting its current shortcomings compared to the serendipitous nature of in-store browsing. Ecommerce operators must move beyond basic search and filter functions to create more engaging and intuitive discovery experiences. The hosts discuss the need for innovation in how products are presented online to combat shopper fatigue and leverage contextual relevance, drawing parallels with physical retail environments like Costco where unexpected discoveries are common.
Key takeaways
Re-evaluate your online product discovery experience beyond standard search and filter; it's likely causing shopper fatigue and missed opportunities for impulse buys.
Explore "eCommerce vomit" alternatives like curated marketplaces (Mixy), post-purchase recommendation engines (Co-op Commerce), or even AI-driven personalization to mimic in-store serendipity.
Consider how the 'meta' and 'physical' converge in branding and discovery; even in 2021, the desire for tangible, unexpected finds remains powerful.
Investigate technologies or strategies that create contextual relevance for product recommendations rather than simply displaying a grid of unrelated items, as seen on Amazon homepages.
Recognize the psychological impact of online shopping fatigue; a poor discovery experience can be "depressing" for customers, affecting conversion and brand perception.
Every single day, somewhere on Twitter, someone creates a thread about the Costco hot dog story, and Brian reads them all. This week, Phillip & Brian chat the Costco glow and the magic that is in-store discovery and how other online big box retailers haven't quite been able to capture brand discovery as easily as in-store. In other news, the guys chat chicken stuffed animals, the Saks Fifth eCommerce Divorce and the merging of the meta and the physical.
What does this episode say about retail & omnichannel?
Re-evaluate your online product discovery experience beyond standard search and filter; it's likely causing shopper fatigue and missed opportunities for impulse buys.
What does this episode say about brand & content?
Explore "eCommerce vomit" alternatives like curated marketplaces (Mixy), post-purchase recommendation engines (Co-op Commerce), or even AI-driven personalization to mimic in-store serendipity.
What does this episode say about conversion & cro?
Consider how the 'meta' and 'physical' converge in branding and discovery; even in 2021, the desire for tangible, unexpected finds remains powerful.
What does this episode say about ai & automation?
Investigate technologies or strategies that create contextual relevance for product recommendations rather than simply displaying a grid of unrelated items, as seen on Amazon homepages.
What does this episode say about retail & omnichannel?
Recognize the psychological impact of online shopping fatigue; a poor discovery experience can be "depressing" for customers, affecting conversion and brand perception.
