Age of Discovery

A few months ago, I discussed the surgical approach internet shoppers take toward making purchases. In contrast, shoppers in the stores channels have the opportunity to linger and discover delightful products they never intended on buying. This is the provenance of product merchandisers who design store windows, build displays and arrange shelves strategically to create a sense of discovery for customers. Until recently, e-commerce sites have used automated suggestions by aggregating data (Amazon's "customers who bought item X also bought Y") or using the brilliant insight that if you're buying sheets, you might also want pillows. The suggestions are usually so predictable that they don't allow space for true discovery of product, which can lead to unplanned (and more profitable) sales.

A new crop of sites is using a potent combination of evolving search technologies and "curated" (merchandised) content to divert the attention of the precision consumer less predictable ways. Nordstrom.com includes a regularly updated sort of e-zine that encourages customers to explore and be inspired by a number different brands and styles. The current issue highlights a stylish couple's unconventional wedding, a city profile of Chicago and a Vogue-worthy event-attire layout. "The Conversation" offers interesting articles and is beautifully photographed – more importantly, it gives customers the chance to spot items (like a pretty Leifsdotter skirt) they wouldn't otherwise through a standard category/brand search.

Perhaps the most exciting new merchant enlivening online shopping is Google's Boutiques.com. The company uses Like.com's (acquired by Google) advanced search technology, which recognizes style genres, shapes, patterns, hemlines, etc. Boutiques.com invited a number of celebrities, stylists, designers and influential bloggers to pull women's merchandise from sellers to create a signature look that is posted in a personalized boutique; customers shopping from the boutique are directed to sellers to complete the purchase. Google tapped into a cultural obsession (and well established product marketing strategy) by hiring celebrities as their merchandisers... each one has a fan base that aligns with a target and position. Site users can also create a personalized boutique by establishing preferences for style genre and product attributes.

Besides being smart and original, both sites are slickly produced and genuinely fun. Best of all, surgical shoppers are encouraged to take time to explore and discover new merchandise.