New York – The fashion blog has launched Repeller, an e-commerce site powered by gamification.
Customers hoping to buy an item from Repeller’s debut collection of accessories can navigate an interactive digital platform, which asks them to choose what type of shopping experience they want. Those who select Play are guided through a sensorial digital playground with shoppable products, the Shop side of the website is a more traditional e-commerce platform.
For those who wish to play, interactive elements include being asked to enter an adjective and two nouns, as well as read a short essay with words hyperlinked to products. ‘Although it's very non-traditional, we find that the consumer is enjoying the discovery process and is smart enough to figure it out without explicit instruction or experience architecture that traditional UX would implement,’ Dasha Faires, director of product development at Repeller, tells LS:N Global.
While brands are increasingly creating experiential bricks-and-mortar emporiums to elevate their physical retail offer, e-commerce sites like Repeller are replicating this experience with Digital Store Fronts.