Take a ride in my shiny new cart

May 3, 2007

Digital Marketing ChannelAdvisor By ChannelAdvisor

Shop.com — pastel CSE, video game, or both?

I’d say both.  Just last week Shop redesigned with a lovely new colour scheme, moving away from its higher-contrast red & grey accenting to an array of pastels (I hear taupe is very soothing).

Furthermore, if I’m not mistaken, the language has been updated to be more snappy, stylized and engaging.  In other words, it’s got some personality.

This is a positive shift away and a differentiator from shopping.com, bizrate, shopbig and AOL / MSN / Yahoo! Shopping, and clearly targets women (who comprise 63 percent of all online sales).  It makes sense to me.  And taupe is soothing.

Shop also sports a new way to engage customers — a “Price is Right”-style game where you try to drop products into a shopping cart to match a certain dollar total.  The catch is that you don’t know the dollar value of the items.

“Cart Me Away” looks like something out of an Old Navy commercial, and again, appeals to women.  Example: “Think of it as Sex & the City meets The Price is Right. Only this
time it’s your story. Cart Me Away is a new kind of game that puts you
into intriguing scenarios and chic locales.”

Shop’s slight realignment places  it in the same  general realm as other CSEs going after the female-dominated online shopping base.  Like.com, Glimpse, endless and others are targeting this space.  Shop just does it with a little more style and attitude than the others, clearly seeking to distinguish itself with the “Cart Me Away” game where Like has visual shopping, Glimpse has celebrity shopping profiles, and endless has…shoes.

Written by Scott Hurff
Contact him at scott.hurff (at) channeladvisor (d0t) com.