Marketing Trendz Volume 23 Spring 2018 Edition | Page 21

webmasters www.crossironmills.com https://pantene.com/en-us FROM CART TO CARD, CROSSIRON MILLS ADDS A PERSONAL TOUCH PANTENE FINDS THE RIGHT LOOK FOR YOUR LOCKS Taking note of retail brands across the globe, the CrossIron Mills Shopping Centre (Calgary, Canada) website includes a ‘CART’ option for shoppers. Located on the main menu (next to the center’s hours of operation), the link offers those interested with the chance to buy and browse its e-gift card selection. With the tagline, “Treat a friend to an in-mall shopping experience,” CrossIron Mills creates a combined online and in- mall approach to filling a shopping cart and finding the perfect gift. With several categories to choose from—Mother's Day, Friendship and Love, Birthday, Congrats!, Thank You, Lifestyle, and Anytime—each e-card comes with a personalized message, stylish photo, and one-liner. Along with the ability to select the delivery date, a number of denominations (from C$25–$250 or US$19.50–$195) are available for purchase. In addition to contests and promotions, the Pantene beauty brand offers online users a stylish learning tool to improve personal hair care. Appearing on every page, in the bottom right corner, is a pop-up labeled “HAIR ADVISOR.” Described as your personalized hair recommendation, the purpose of the tool is to find the right Pantene products for nutritional gain and day-to- day use. After having provided basic information on thier age and ethnicity, users access begin clicking through a four-part questionnaire in which the advisor covers hair type, style, concerns, and goals. Then, it recommends a list of Pantene products specifically designed to achieve maximum satisfaction. Along with product name, each recommendation includes a description, general review, and link to buy. Pantene is clever is anticipating any possible missmatch and preventing cart abandonment. It actually give users the option to click on the "I fee this is right for me" tab or "Start over." Not only does that increase the likelihood of shoppers buying a product, but it also gives the company instant feedback on the effectiveness of its online customer service tool. The Trendz Twist: Give shoppers the ability to create their own e-gift card category and upload a photograph to add to the personalization. At key times of the year (e.g., the holidays and tax season), you can also turn the cards into fundraisers for community organizations and causes that your center supports. click icon to view in our digital edition click icon to view in our digital edition PAGE : 21