Fusion of online and offline channels
A welcoming, inspiring, and informative online shop is not only good for online sales, it also very much influences the sales in physical shops. Studies show that many consumers are using the Internet to seek information in various online shops and then ultimately they buy the products in the physical shop. Therefore, an inspiring and informative webshop is of great importance to get the customers into your physical store and ultimately get the sale.
Among other things, Inspiration uses social shopping to master the omnichannel discipline optimally. Behind the concept social shopping hides the idea of involving the customers’ friends and acquaintances in the shopping experience. Inspiration uses this in its product lists in the webshop in which the customer via a single click can post the product on Facebook or 'pin' the product to its Pinterest board and thus share the purchase with his/her social circle.
Inspiration also uses the members of its customer club KlubIN when it comes to social shopping. It is possible for the KlubIN members to review a product in the webshop with a text or by an indication using 1-5 stars when they rank the product. Their review and evaluation is subsequently displayed together with the reviewed product and this gives other customers the possibility of reading about this member’s experience with the product before buying it themselves.
With the webshop, Inspiration introduces the new feature Collections. With the feature, Inspiration inspires its customers by arranging various products to be presented in e.g. the collection Danish Design, Cool Kitchen, or Behind the Bar. The customers can also create their own collection which is intended as a sort of extended list of favourites. At any time, the customers can share their collections via e-mail, Facebook, or Pinterest.