The Emporium in Melbourne, Australia, is a luxury shopping centre in the heart of the CBD. They were looking for a way to reinvigorate a large, but mostly unengaged, online database. They wanted to encourage people to explore the new season’s offerings and increase their database. They also noted that when people went to the Emporium, they often only bought one item. They needed to encourage people to purchase more while at the shopping centre.
Other than physically being there, potential customers had no way to interact and see the new collections as a whole. Plus, the place was so big that it was difficult for people to match the jumper they came in to buy with anything else without investing several more hours walking around the centre.
The solution? An online lookbook where users were encouraged to make their own collection from the new season’s offerings. A database of fashion options – curated by several well-known Australian stylists and fashion experts – was created and a tool within the website suggested complementary purchases based on the first item people placed in the cart of their lookbook. From there, people could purchase their customised collection, share them, and rate others.
The lookbook website was wildly successful with nearly the whole online database using the site and creating a personalised collection. The vast majority of these collections were shared on social media, resulting in new site visitors, new personalised collections being created and shared, and new names added to the database. Ultimately, this all resulted in a marked sales increase on the previous season.
