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Wanelos’ design and the format is an inspiration from Pinterest’s “pinning” format to Instagram’s “discovery” section. Although, as I mentioned earlier, Wanelo’s original mission was to encompass the mall-shopping experience onto a mobile app. Clicking on one of the items gives you a quick snapshot of the price, brand name, shipping information, and the reviews section. It is mainly a mobile-driven app, considering the rise of mobile users for online shopping, and does seem to be a little busy. Nonetheless, the IA (Information Architecture) of the app is seamlessly simple and does not take users much time to find out the functionality of the app. Everything is organized by what the users would like to see. As seen below, users can view items to their choose by choosing the following categories below: New arrivals, On sale, Reviews, Women, Men, and Home. Similar to Instagram, wanelo is known for its unique “discovery feed” on their app. Users can click on the magnifying glass and can automatically start swiping right or left on items they would “wish” to keep on their wish list. Therefore, the apps’ UI (User Interface) works quite well overall. There is still room for improvement in terms of the grid style layout that wanelo is utilizing on both their website and the app. The website (shown above) is not as cluttered to the users’ eyes and can easily be organized by what the user is viewing. Following brand name items and local boutique stores are actually quite simple as well. During the profile creation process, wanelo gives you numerous options on what brands are available by displaying clothing items available in that store and gives you the option to follow that store automatically. Based on the shopper’s taste of clothing the app tries to offer brands and clothing options it thinks you might like. Despite the criticism of wanelo’s oddly similar appearance to Pinterest and Instagram’s feed, the format works for them and it is still experimenting new ways for the consumers to interact with the app and stay on it for as long as possible. In 2015, the average user on wanelo was spending at least fifty minutes shopping on the app.  In order to increase or maintain the time spent on the app/site, they will have to consider whether or not the current “features” they have are worth keeping or may need to be changed. Personally, I enjoyed going through their “discovery” section but would have liked the option to swipe on items that were just shoes or clothing.

 

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Guest Post

Periscope’s live streaming service has made its way into the business marketing world with great impact due to its new and trendy approach – one that was fairly unlike any other form of social media marketing in existence at the time of its launch. Periscope’s technology has created advancements in the social media world and opened yet another window into our personal lives, but this time a window into our personal lives right in the moment, or live. Businesses see live streaming as an opportunity to build more personal relationships with their customers by providing them with insight on the nits and grits of the company which results in greater customer satisfaction and trust toward the business that customers put their money toward. Wanelo essentially is an online shopping mall that pulls products from hundreds of thousands of companies ranging from large brands to independent sellers which mean they have several customers to service. Other than being able to be reached and promoting their products through the basic business social media platforms such as Instagram and Twitter, Wanelo should consider incorporating live streaming as the business deals with the fashion marketing world. Fashion weeks are major events and trends are constantly changing. When selecting products for the company or even trying to understand customer style preferences, Wanelo can use Periscope to reach out to their customers in determining what products to invest in for their company, whether that be through a Q&A directly with customers, or surveying customers on recent trends they are into. If Wanelo draws any of its inspiration from fashion shows, it can use Periscope to live stream the event and accumulate the reactions of their customers to try and further understand their preferences and wants. Producing these results can help strengthen not only the company’s current customer base, but it can earn more customers based on the demand of the products Wanelo is bringing in. The marketing adjustment incorporating live streaming into shopping can help bring Wanelo up more on the fashion marketing radar and produce a greater demand for the service. It will be an advancement much of the industry has yet to see, and perhaps if successful, bigger brands will adapt this method as well.

– Naziba Haque

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Pinterest: The original DIY & Fashion treasure site

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Source: Google Images

 

Pinterest is a well-established app that was recognized for its immense variety in fashion, home decor,  and other DIY project selections. Pinterest could easily dismantle Wanelo’s core structure of the app just by adding a “buy” or “browse” section for the variety of clothing items that retailers currently post as well as fashion bloggers. The “idea” sharing site has over a 100 million active users and could easily steal wanelo’s current market share. The only issue is that Pinterest’s focus will have to go from sharing “ideas” to letting users purchase the things they pin from retailers. The demographic for Pinterest users are mainly older women. Wanelo currently caters to the female/male millennial market and will have to expand their current target market to older men and women. Expanding the current market may be difficult since many Pinterest users have adapted to the ease and user-friendliness of the site. The clothing and other fashion-related items do not necessarily appeal to men and women that are 30+ on Wanelo. Wanelo does try to fit more clothing options based on your age when you create your profile but is still struggling to fit in a wider variety of items for an older audience. Primarily because of the infinite of local stores that Wanelo provides are selling their products aimed at Millenials and not necessarily at the 30+-year-old working woman. If Wanelo is able to provide more retailers that could cater to the 30+ demographic then there is a chance for Wanelo to survive against this social media site giant. The biggest advantage that Wanelo has is its ability to advertise for multiple retailers on its app and offer promotions based on a user’s preference of retailers and past purchases. Local and online retailers receive more brand awareness thanks to the apps’ browsing feature for users. Since users are able to follow multiple brands and keep up with the current promotions going on at that moment it helps mold and strengthen relationships between the users of the app, the retailers, and the creators of the app. Pinterest may have an issue of replicating this same system.

Why wanelo is every shopaholics dream?

This is the post excerpt.

If I have to describe what wanelo is and how it works, it is the lovechild between Pinterest and Instagram.Consumers are able to go through multiple clothing items of their choice by following local and well-known retailers on their phone and purchase them at their own convenience by creating a “wish list”.  Users follow other users similar to their fashion taste and can “swipe right” on fashion items of their choice. They can also save those items to their wishlist, and then purchase the product from their phone later on if they want. The app also offers free shipping and reviews of the item before they purchase it.

The app itself is user-friendly and does not take much time in learning how to use the app overall. According to the Business insider, wanelo was able to raise two million dollars  from investors and create the app. In 2013, they were able to pull in more than a million visitors, “Wanelo pulled in 1,367,000 unique visitors in December, up from 743,000 the month prior.” The site has a significant amount of marketing potential due to the fact local and well-known retailers are able to promote, and sell their clothing lines on the app. Not to mention, marketers could potentially use the app emphasize a certain clothing line or label that they have just started. Overall, online and brick and mortar retailers can gain a sustainable competitive advantage if they were to use Wanelo. They could possibly expand into other product categories since they have been successful with clothing but that would have to depend if the company would want to head in that direction. For now, there is plenty of marketing potential with Wanelo for the clothing retail industry and home decor products. Considering the increase in users who want to purchase things online vs. a physical store is steadily growing. It is plausible, that the retail industry may have to integrate into an site/app such as Wanelo in order to survive in the current market. Multiple retailers are able to target customers better and offer them promotions as well from the app.

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