Online fashion retailer Net-a-Porter has launched an innovative tool that allows customers to see what other people in the Net-a-Porter community are buying in real time.
The aspirational feature, called Net-a-Porter live, was developed in house and displays real time purchases on a large map of the world. It uses the Google maps API overlaid with the retailer’s product information.
It works by storing the geographic location of each purchase, only highlighting it at city level to maintain anonymity. Users can click on each purchase to see more product information, as well as an image gallery and links to add the item to a shopping basket.
The information displayed is altered depending on the user not the buyer, so pricing is local and appears in the correct currency. While some may question its usefulness in terms of driving sales, there is a clear logic behind creating strong and compelling editorial content such as this which drives customers to your site, makes them feel part of a wider community and increases dwell time.
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