Brands provide luxurious retail experiences, experiences unique to the brand, experience that are the brand. While brands have managed to own the in store experience, the brand experience is not replicated online. Each website only gives you more of the same inconvenient browsing and shopping carts. The virtual browsing and carts do not mirror the in-store brand experience.
Granted, some online brand experiences are better than others. Burberry successfully created one of the best online brand experiences out there today. They have great pictures and a sleek website. Their models actually are wearing the clothing as opposed to it being photo-shopped on. The Burberry site learns what you are interested in and after a short data collection period it is obvious their system harnesses the power of analytics turning data into insight in the form of relevant product suggestions. Moreover, the Burberry ADD TO BAG button uses the word bag and not the word cart, making it obvious the brand manager focuses on the experience.
BUT it is still the same click to add to a virtual shopping cart mentality. You do not get the same experience as in the store, where hands are involved as a product is touched, examined and then purchased. It does not matter the type of store; online shopping is not the same as in-store shopping.
Grability co-founder and CEO Sebastian Mejia and his team took this issue to heart when creating their solution. He explained that the Grability product is “an online customer experience so simple that no one is excluded from using it. It takes the real life shopping experience and brings it to your mobile device. Grability, based in New York, is the new paradigm of how shopping should be: immediate, gratifying, fun, universal and simple.”
Grability is working with large retailers all over the world, including Europe’s largest department store El Corte Ingles. Have a peek at Grability’s solution for grocery retail:
(Click to play video demo)
No online shopper will want anything but the ease and simplicity of shopping with their fingertips ever again. The Grability retail experience pales all existing solutions by magnitudes and is the perfect example of technology working for you to make life simpler. Retailers who fail to provide experiences like Grability’s patented technology will be left behind.
Marketers who see this solution know it is the perfect setup for A/B testing. But something is more important: Virtual shelf space will become more valuable than the most expensive physical shelf space in any retail store. The world of brand management in every retail space just changed.
It changed most for online retailers offering products from multiple brands because online shoppers can now shop in virtual aisles much the way they browse physical store aisles. “Forget about banners,” Mejia said. “This is the most valuable form of mobile advertisement; non obtrusive, targeted and closest to the purchase intent.”
With high quality data, Grability enables further segmentation and new niches can be found. The real power of the Grability solution is that brands can now pay for placement within the online shopping environment exactly the same way they pay for placement in store. With insight from Grability into every individual placement, the value of those placements just went way up.
For decades retailers have only been able to analyze a basket of goods after that basket is filled. Now they have the ability to see exactly how people shop. With the insight gained, they can provide a virtual store designed for the individual that is so personal there is no reason to shop in any other way or in any other place. In the coming decade customers will be disinterested when they are not presented with what they want and completely turned off when the experience is not easy, simple and beautiful.
“Grability is not stopping with food,” Mejia told me. “Grability will spread to every product, especially the products of luxury retailers who wish to optimize the best mobile experience and enable brands to leverage their brand equity in the online world.” His team is able to produce some very convincing sample solutions with high end brands such as Clinique, Dior, Jimmy Choo, and Valentino as well as samples for retailers like Walgreens and Rite Aid. In every case, the gentle swipe of a finger guides the product to your cart, bag or scale.
These interfaces represent effortless mobile shopping that mirrors the real experience in such an innovative way it is actually a better experience than shopping in the store. Shopping is no longer about the retailer getting a consumer into their experience; retailers must now bring their experience to the consumer wherever they are in the world with whatever device they are using. In online markets, brand promiscuity is only a click away. When your branded experience is in the pockets of everyone in the world and it feels as natural as the Grability solution, the chances of brand abandonment go down.
Grability’s superb report card includes reducing cart abandonment by 70% over other solutions offered by the same retailer. They rightfully earned a place among the winners of the Intel Challenge and were selected as one of the top 25 finalists to compete in the global challenge in Silicon Valley last fall.
Grability boasts a 600% increase in mobile sales and 300% increase in total online sales over a four month period for Colombian retailer La Rebaja. Is some of this cannibalization? Probably but a big chunk of it is coming from competitors and it is better to cannibalize on your in store shopping, where margins are thinner, inventory costs are higher and operations eat at your profitability, than to see yourself eliminated by innovative competition. Does anyone remember a book store called Borders
I mentioned Grability to a friend on Facebook:
Instacart beware: this is one of your customers and Grability has you beat with just a video clip! I’ve looked at Instacart as well as Netgrocer, Peapod, Safeway Online Grocery Delivery, Walmart To Go, Meijer and Costco among other online shopping solutions. Every one of them could benefit from working with Grability. “Our goal is to continue making customers happy by providing the best shopping experience and make Grability the standard way of buying products in mobile” said Mejia
It comes as no surprise that Grability has been profitable since delivering their first product. They’ve also built their product with no outside investment, no seed, no A round (at least not yet and Mejia declined to comment). Investors and brand managers can only imagine what some well managed capital will do inside this company that puts technology to work for you.