Often, bookmarking and aggregating sites enter the digital space and are automatically deemed notorious for causing unproductive noise and adding to the clutter in an already saturated link economy. This is because for quite some time, there has been a need for a fashion bookmarking site that can offer not only utility and inspiration, but an intuitive experience for users that are passionate about product and shopping online.
Enter bookmarking platform Svpply, diving head first into the space of start-up territory, equipped with powerful tools to facilitate growth in the digital fashion space. Marisa Zupan-Cicone, Community Director at Svpply, says, “[with past bookmarking sites] It has been an aspirational experience for users instead of an actualized experience that consumers can have on their favorite e-commerce sites where they are actually clicking through and purchasing.” In contrast, with the platform and interface of Svpply, there is a natural and refreshed customer interaction with product that is available for purchase online. Based on a system of following people and stores, users can add their favorite products from their preferred e-commerce sites, share those products with their community, and discover new brands from other followers’ product streams that they may not have had the opportunity to encounter otherwise.
The platform is not only visually stimulating to the eye of the user, but its easily navigable functions also exhibit the innate behavior and habits of e-tail consumers. Svpply users feel comfortable and excited to add new product, while brands can understand what their consumers want, and more importantly, what they need. The exchange of information on Svpply strengthens the understanding in a brand-consumer relationship. And that’s exactly why e-commerce sites and brands should be paying attention to the growth of this platform.
One can view a distinctive display of who is influencing the buying power in the e-commerce space by just taking a look at the trending pages. The platform’s technology allows ‘store pages’ to be automatically created once a given user adds a new product from a particular e-tailer into its stream using the ‘Buy Later’ browser button. So, if the community has added twenty shoes from Miu Miu’s e-commerce site, then there will be twenty products in the Miu Miu store page. Brands and e-tailers can still join in on the product sharing economy on Svpply by encouraging their social media audiences to follow their store pages on the platform. Brands can also foster a connection by adding a “Svpply” button for individual product pages on e-commerce sites to inspire further engagement through the medium.
The influence of a product’s popularity on Svpply is solely based on the community’s affection for an object, garment or brand – which may lead some to believe that the brand is powerless on this platform. However, brands should take note because this is an honest, authentic way to understand the mindset in which everyday consumers are shopping online. The culture and functionality of the Svpply platform gives us insight into how we can approach service to active consumers in the personalized manner that they deserve.
