The power of personality: Would you take fashion advice from a really dull friend? (eTail insights #2)

The Internet is the most massive, overwhelming department store in the universe (unless there is a bigger one on another planet, but that's a topic for another day). Sarah Shopper is inundated with options - an endless variety of stores, product information and reviews are plentiful and just a click away. It's the most horrifying (and cool) mall ever. Price shopping is super easy. Shipping is expected to be quick and cheap. Looking in multiple places before making a purchase is de rigueur, especially when it comes to higher price point items.

Sarah can get awfully overwhelmed. And when she's overwhelmed at a mall, she doesn't choose a store according to how much she trusts the cash register or how fast the sales people can put her stuff into bags. Nope, she looks for an enjoyable shopping experience.

Take a look at your voice.

Is it fun to shop at your store? Barney's and NetAPorter have the same dress, and the one at Barney's is on sale. But what's the experience?

NetAPorter welcomes me at the door to the Diane von Furstenberg boutique with runway shots and a blurb about the designer.

The Internet is the most massive, overwhelming department store in the universe (unless there is a bigger one on another planet, but that's a topic for another day). Sarah Shopper is inundated with options - an endless variety of stores, product information and reviews are plentiful and just a click away. It's the most horrifying (and cool) mall ever. Price shopping is super easy. Shipping is expected to be quick and cheap. Looking in multiple places before making a purchase is de rigueur, especially when it comes to higher price point items.

Sarah can get awfully overwhelmed. And when she's overwhelmed at a mall, she doesn't choose a store according to how much she trusts the cash register or how fast the sales people can put her stuff into bags. Nope, she looks for an enjoyable shopping experience.

Take a look at your voice.

Is it fun to shop at your store? Barney's and NetAPorter have the same dress, and the one at Barney's is on sale. But what's the experience?

NetAPorter welcomes me at the door to the Diane von Furstenberg boutique with runway shots and a blurb about the designer.
Barneys dumps me into an assortment page.

NetAPorter welcomes me at the door to the Diane von Furstenberg boutique with runway shots and a blurb about the designer. Barneys dumps me into an assortment page.

Assortment and product pages on Barneys.com (left) and NetAPorter.com (right).

Next, let's move on to product page content. NetAPorter sounds like a fun, informed shopping guru. Barney's mwah-mwah-mwahs at me like the teacher from the Peanuts. Check it out:

NetAPorter: The St Kitts dress is a lesson in fall's magenta and plum color palette. Wear with tonal hued accessories. Shown here with Marc by Marc Jacobs clutch, Sergio Rossi shoes and Monica Vinader bangles. For style advice, contact our Fashion Advisors. (and there's even more on the 'details' tab, including a note that 'this style runs true to size.')

Barney's: Printed silk jersey sleeveless v-neck dress with tie detail at neckline and slightly ruched sides. Unlined. 40" length. Available in Purple/Pink. Imported. Silk. Dry clean.

So, Tamara, what am I supposed to do?
Get your virtual pen out, get brave, and start writing. When you walk into a brick and mortar store, the editorial voice of a brand wafts up from the merchandising, the scent and the décor. The voice also is delivered through the attitude and appearance of the sales staff, their tone and delivery - and the kind of information they provide about items.

Online, there are no aromas. There's no one to talk to, no one to fetch a size for you or tell you that something looks great or is perfect for you. No actual person to strike up a conversation - so you've got to do more with your product content. The solution isn't to create some kind of wacky 'social shopping' feature (remember Clippy? Don't let that happen to you). It's something much easier. Talk to Sarah. Let Sarah talk to Phyllis, who bought the dress last week. Be as brave as you are in brick and mortar. Have a voice and an opinion. Typing in what's on the tag in the dress and calling it content is not going to close a sale.

How does your site differentiate? Comment! Comment! Comment!