Department Store brands can use guided selling to make the online shopping experience more dynamic, bringing shoppers seamlessly from editorial content to product pages. Currently, 67% of brands in L2’s Department Store Index use guided selling to recommend products, and nearly half let consumers save their recommendations to a wishlist. However, the study finds that pure play e-tailers have a lead on brick-and-mortar brands when it comes to guided selling investments. All pure play brands feature editorial content, compared to only 72% of brick-and-mortar brands.

Pure play brands are also better at leveraging editorial content to prompt purchase. More than three-quarters of their editorial content leads directly to a product page, in contrast to only 51% of content by brick- and-mortar brands, according to the study. On product pages, 60% of pure play brands present customers with product videos — triple the adoption rate among brick-and-mortar brands.

Pure Play E-Tailers vs. Brick-and-MortarDavid Jones sets an example for brands in using guided selling to make editorial content shoppable. The “DJStyle” tool, which can be turned on and off by users, places an icon next to featured items. When clicked, a product “quick view” pops up that links customers to the relevant product page.

David Jones guided selling

By making shopping online a less passive experience, guided selling has the power to drive increased sales. De Bijenkorf has seen a substantial payoff from its “Styleboard” feature, which lets customers curate a personal “Styleboard” including items from the retailer’s catalog as well as personal photos. The average Styleboard creator ends up buying 75 euros worth of profiled items. This suggests that shoppers who take the time to engage with brand sites ultimately spend more, creating an incentive for more retailers to dive into guided selling.

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