Shopping platform Edgecase has announced the launch of Visual Shopping, a new solution that it says allows retailers to provide their mobile shoppers with a highly visual and intuitive product discovery experience that feels more like an app than a website. With Visual Shopping, retailers can offer a Pinterest-like shopping experience that is personal and memorable, and all within the mobile browser. Shoppers are visually immersed in relevant products with the ability to save, share or continue to browse at every point.
According to the company, the new Visual Shopping solution is already driving measurable improvements for Urban Decay. Early results show that shoppers who interact with Visual Shopping are more likely to engage, participate and buy from the brand: The retailer says it has achieved a 150 percent higher conversion rate, and nearly 10 percent of its shoppers are using the tool to share products via social or email.
"Our customers are highly visual beauty fans who turn to Pinterest and Instagram for inspiration," said Katherine LaFranchise, AVP, Urban Decay. "Edgecase's Visual Shopping offering allows us to provide a mobile browsing experience that is similar to these apps, with a layer of intelligence to show shoppers what they are looking for, even if they can’t name it themselves. This is an amazing value proposition, and our early results are exceeding expectations."
With Visual Shopping, retailers can instantly assemble and display a visual collage of relevant products whenever a shopper lands on a category or product page. Products are related through Edgecase's platform using shopper-friendly attributes ("vegan," "neutral," "soft") – not a manufacturer's product copy. Visual Shopping adapts and learns as the shopper continues to interact, clicking and tapping their way to a more relevant selection of products.
The entire experience is delivered within the mobile browser, where the majority of email, paid media and social sharing lands. The new offering ensures that a shopper can always click, scroll or tap to another item or action, eliminating "dead ends" and allowing brands to maximize existing brand and direct marketing investments.