Tmall has rolled out a suite of tools for brands to customize their online storefronts and offer a more-personalized experience for shoppers.
Called “Flagship Store 2.0,” the solution from Alibaba’s premier marketplace pulls together into the Tmall app both analytics and technologies that have proven popular with customers elsewhere in the group ecosystem. Tmall’s goal is to offer brands new tools to revamp their existing flagship store and offer each consumer a personalized page based on their previous shopping pattern. It’s also giving brands a New Retail twist, letting them display and order offline specials and inventory through their newly designed online stores.
“We aim to offer new tools to all brands and merchants on our platform to transform their operations with digital technology. By supporting players on our marketplace to push the New Retail boundary, we will reinforce Tmall’s position as the go-to platform for innovative e-commerce and brand new shopping experiences,” said Jiang Fan, president of Taobao and Tmall.
This is the most-significant upgrade of Tmall flagship stores since their PC-based launch in 2008. Back then, brands opened simple, modular storefronts. Over time, Tmall added some customization and options for content creation – short videos, animations and livestreaming – to engage and educate consumers and build a strong online shopping community.
With Flagship Store 2.0, Tmall will open its back end to independent software vendors (ISVs), so that they can develop new virtual shopping spaces for online store operators. The idea is to let brands build stores that have their own, distinct “look and feel.” At the same time, Tmall will start including 3D and augmented reality (AR) product-display technology in its apps. That will allow customers, for example, to see how a piece of furniture will look in their own living room or let them “try on” lipstick in a virtual mirror before placing an order.
Another feature of the Flagship Store 2.0 solution is the ability to connect brands’ Tmall flagship stores to their offline outlets. This means online shoppers can browse and purchase from a similar product assortment as offered at the brands’ physical locations. The seamless integration can bolster store traffic, both online and offline.
The use of demographic analytics and a shopper’s history by brands means customers will get a unique, more-individualized product recommendations, along with privileges based on their Tmall membership status. With more discretionary income and a higher demand for exclusivity, Chinese consumers across the spectrum are showing stronger desire for a memorable experience with each purchase. They not only want high-quality products at a reasonable price, they are also seeking a fun, interactive experience.