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What shoppers really want

ModCloth lets its shoppers choose which products it manufactures and has become a social media hit.

US vintage etailer ModCloth has launched a new section on its website which determines whether a particular product will be produced and sold based on votes from the consumer.

The site, which sells product from more than 100 independent designers, has a ‘Be The Buyer’ section that displays pictures of items from different designers. The consumer can either ‘pick it’ or ‘skip it’, depending on if they like the particular product. If that item receives enough votes it will be manufactured and sold on the site. Customers can also leave comments, allowing brands to judge whether to create the product based on a mixture of votes and suggestions.

Potential designs are displayed for 14 days and by clicking on designs users are taken to the product page, where the process is set out in a step-by-step guide. Once users have chosen to ‘pick it’ or ‘skip it’ they can move onto step two, ‘promote it’. This allows users to share the item through social networking channels such as Facebook and Twitter or email it to a friend.

This interaction with social media will not only promote the item but will also introduce the ModCloth site to new customers from trusted sources.

Step three is ‘talk about it’. Users can upload their comments (good or bad) and these are then available for others to read. The comments area appears to be extremely popular, with the majority of items live on site receiving at least 50 comments. This interaction between users gives a real sense of community and allows ModCloth to get an honest view of whether an item will sell if produced. Step four then encourages users to vote on more product.

This innovative idea is a great way to get to know the site’s audience and hear truthful and honest opinion on designs. It allows the user to feel in control of product choice in an interactive format which encourages them to spend longer on the site and return. The recently added option of pre-ordering product will only further encourage return visits and push customers towards the ‘Shop’ area of the site and increase sales.

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