Data Analytics and Fashion – Do they REALLY mix?
When one thinks of the Google search engine, Gmail, Google Maps and even Google Shopping may come to mind. But fashion? While that might 
have seemed like a stretch, it’s not anymore. Boutiques.com, Google’s newest cutting-edge technology from Like.com, lets Google strut its stuff on the runway. Recently, a New York Times’ article dove into how Google is using shopper preference and real-time feedback to grow loyalty by creating customized shopping boutiques for their customers.
Boutiques.com is a compilation of hundreds of virtual boutiques compiled by designers, celebrities, retailers, bloggers, magazines, television shows, and even regular consumers. These individuals or groups of individuals can set up their own boutique on the site, allowing visitors to follow trends and shop directly from these mini-shops. In addition to viewing the selections of the boutique curator you are browsing, Google’s genius algorithms come into play by generating additional choices, influenced by the boutique’s style. These boutique options are endless in regards to the creation and inspiration generated.
Another cutting-edge highlight of this site is how it engages their customer. By providing the opportunity for customers to set up the personal boutiques with their “loves” and “hates” of different colors, styles and trends, Google is able to “learn” what the customer’s prefer are and make recommendations based on these preferences. Users can comment on trends, styles, and individual boutiques, as well as share their favorite photos. As the article states, if a shopper is unsure how to style a newly purchased pair of shoes, the site will display street-style photos exhibiting different looks, creating a panel-like experience so the user can see multiple options and examples. Boutiques.com creates an easy-to-use, easy-to-style environment for its browsers.
Boutiques.com creates a personalized shopping experience, which opens a door for marketers to create personalized messages for the shoppers. Customers are indicating their preferences for specific styles and trends, providing perfect opportunities for Precision Marketing. Advertisers can utilize customer information based on identified preferences to deliver relevant messages for viewers. Boutiuques.com helps classic customer shop for classic items; trendy customers stay trendy, all while providing advertisers the opportunity to speak directly to the customer segment they resonate with best.
While this is a shopper’s dream, has it created the marketer’s dream? Are online marketer’s jobs becoming easier as websites are making users experiences more customized? I believe these are perfect venues and opportunities for the Precision Marketer- would you agree?
Category: From the Desk of...
