Tmall offers new tools for retailers to revamp online storefronts
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Alibaba’s marketplace Tmall has rolled out a suite of tools for brands to customize their online storefronts and offer a more personalized 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 personalized 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 the 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 individualized product recommendations on the platform, along with privileges based on their Tmall membership status.
Questions & Answers
Q.What is the primary goal of Tmall's new Flagship Store 2.0 solution?
What is the primary goal of Tmall's new Flagship Store 2.0 solution?
The primary goal is to offer brands tools to transform their operations with digital technology, reinforcing Tmall's position as a platform for innovative e-commerce and new shopping experiences.
Q.How does Flagship Store 2.0 enhance the shopping experience for individual customers?
How does Flagship Store 2.0 enhance the shopping experience for individual customers?
It provides each consumer a personalised page based on their previous shopping patterns and offers unique, individualised product recommendations along with privileges based on their membership status.
Q.What new technologies are being integrated into the Tmall apps as part of this upgrade?
What new technologies are being integrated into the Tmall apps as part of this upgrade?
Tmall will start including 3D and augmented reality product-display technology, allowing customers to visualise products like furniture in their homes or try on lipstick virtually.
Q.How does the Flagship Store 2.0 solution bridge the gap between online and offline retail?
How does the Flagship Store 2.0 solution bridge the gap between online and offline retail?
It connects brands' Tmall online storefronts to their offline outlets, allowing online shoppers to browse and purchase from a similar product assortment as physical stores.
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