Four Ways to Reach the Millennial Audience
I’ve taken a deep dive and broken down the top four reasons the Aerosoles Spring 2017 collection resonates with their millennial target audience.
1. Integrating Immersive Video ContentAerosoles’ unique use of video in the experience is key. Videos are always a rich, exciting and polished way to present a product. But what we love here is how the videos are layered into the experience on auto-play so that you are immersed in the chic city vibe they create. Coupled with on-brand graphics and unique angles, their inclusion is completely natural. They weren’t just thrown on the page; rather, the experience is organically built around them. Coupled with youthful, upbeat music and a setting in sunny Miami, the videos are beautifully shot and add a sense of excitement to the page. As a viewer, you’re a part of the photo shoot, and this connection is priceless.
2. Instant Shop-the-Look GIFsAerosoles seamlessly weaves GIFs into the experience. By using them sparingly, they are visually impactful and add an interesting element of freshness and surprise. More importantly, the videos and GIFs offer inspiration for the shopper. She can see the shoe as it moves, paired with various outfits and shown from all angles in a real-life setting. After all, some women base their entire wardrobe around their shoes. By featuring these fluid images, customers can gain insight into how these shoes can be styled and on-trend, offering value as well as products.
3. Clickable Media With Quick View CapabilitiesOf course, why invest in this sort of rich content if it just complicates the path to purchase? Shoppability is an absolute must. Without it, customers are engrossed in the experience, excited about the product and then sent on a wild goose chase through landing pages to chase that pair of heels down. It’s frustrating, especially when you’re forced to leave the experience that inspired you to buy in the first place. It has been said before, but the millennial generation expects instant gratification. A difficult path to purchase is a sure way to lose them before they ever make it to the cart.
To avoid this, the Aerosoles team added shoppability to everything: images, GIFs and even videos. So the moment a customer feels that “has to have it” moment, they can click on the product to activate a product quick view, select their size and immediately add to cart — without ever leaving the experience. This means your customers can continue to peruse the experience and possibly purchase more. The worst thing a retailer can do is pull the customer away right when they’re ready to buy, so instant shoppability is a tremendous driver of conversions and average order value.
4. Completing the Customer Journey With Product EducationThe digital experience includes a deep dive into some of their products and just what makes them so comfortable. It’s a nice touch — first see how beautiful our shoes are, now discover just how good they’ll feel on. Featuring informational pop-up videos, branded graphics, and shoppability, it’s a perfect addition to an already powerful experience. The experience is interactive and bold and firmly establishes the brand as youthful, modern and effortlessly chic.
Shoppable content like the Aerosoles Spring 2017 collection is a powerful alternative to the standard static category pages that customers are used to. When brands leverage multimedia content and layer images, video and GIFs, customers are inspired and ready to convert.
Check out the full Aerosoles experience at http://www.aerosoles.com/store/landing/online-catalog.
Brian Rigney, CEO of Zmags, has over twenty years of experience leading high performing, entrepreneurial teams in launching new businesses and bringing innovative new products to market. For more information on Zmags, please visit their website and follow the company on LinkedIn, Facebook and Twitter.