Alibaba’s marketplace Tmall has rolled out a suite of tools for brands to customise their online storefronts and offer a more personalised experience for shoppers.
The platform’s “Flagship Store 2.0” solution pulls both analytics and popular technologies together into the Tmall app, offering brands new tools to revamp their existing flagship online storefronts and provide each consumer a personalised page based on their previous shopping patterns. It also allows brands to 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,” said president of Taobao and Tmall Jiang Fan. “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”.
This is the most significant upgrade of Tmall’s flagship stores since its PC-based launch in 2008. With Flagship Store 2.0, Tmall is opening its back end to independent software vendors so they can develop new virtual shopping spaces for online store operators. At the same time, Tmall will start including 3D and augmented reality product-display technology in its apps, allowing customers to, for example, 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 online storefronts 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 individualised product recommendations on the platform, along with privileges based on their Tmall membership status.
