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
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