E-commerce

Positioning an online marketplace for differentiation

It’s tempting for a new online business to jump on the “one-stop shop” bandwagon. Thinking they can be another Amazon—too ambitious?

In this case, the opportunity lay in offering what large marketplaces could not.

We discovered that shopping is a cathartic experience and modern marketplaces are functional and commoditised.

We honed in on the customer’s emotional journey through shopping to bring back the joy in online shopping that goes beyond price. 

The solution for the brand positioning was to create an experience that is always magical. The experience was redesigned to make consumers feel consistently in awe by delivering a curated, omni-channel shopping experience infused with thrill, wonder and a personal, human touch.

We moved their focus from bait, browse and buy to explore, discover, experience, delight and engage.

Note: This project was completed during the tenure at my previous employer.