Promoting innovation is a challenge, which is necessary in the midst of so many novelties that arise in the digital world. Many of these innovations arise from personalization and power of choice in the user's shopping experience.
Technology has been an ally in converting the purchasing process into something unique for each person, and this has been becoming a trend since mid-2018.
Many say that personalization and experience are characteristics sought after by the new generations who gradually stop being influencers and become effective buyers. But what happens here is connected to people's emotions, driving curiosity and the desire to live new experiences that give the impression or in fact were, created especially for the individual.
It was through this thought of product customization and unique experiences that B.blend, a brand that brings in its DNA innovation and creativity, reinvented the sale of one of its products through the functionality of assorted capsules.
About the need for the functionality
B.blend is a brand that produces beverage machines for the final consumer. What stands out in its products is the variety in types and flavors of drinks, which are made through the capsules marketed by the brand. The flavors range from the most popular soft drinks, juices, iced teas, and even alcoholic beverages.
With so much variety, it would be unfair to the consumer not to offer the option to buy personalized batches of capsules, in the quantities they want, encompassing their experience with the product and the brand.
Hence the need for the tool arose, which has its main focus on the user experience and consequently on increasing sales conversion, since it makes the buying journey more personalized to the customer.
Development
The functionality for the "Assorted Capsules", was developed within the VTEX environment through Assembly Options, Attatchment of the VTEX platform and later added a field for the customApp, taking new business rules to the site, through a new and customized landing page.
It basically consists of the creation of SKU (Stock Keeping Unit) boxes with several other SKU's of several beverage capsules sold by the brand. The process of creating these SKUs demanded time, since the flow needed to be fluid and allow the customer to add and remove the quantities they wanted.
Results
- Amore pleasant experience for the customer: Once made that the consumer has the option to customize the product they want to purchase, the website shopping experience became more enjoyable, increasing the chances of repurchase.
- Improvements in the conversion rate: The customization of the product reduces the dropout rates and improves the conversion rates, which are more recurrent and performed by customers who already use the brand, as well as new consumers, also resulting in an increase in the average ticket of the store.
We have seen through this feature that the personalization of the purchase journey is something to be explored in digital businesses, since the consumer expects to have access to new experiences that are just like him.
If you liked this feature for the VTEX platform, developed by our team, be sure to check out our other success cases and learn about other features in our Plugins store.
