Tmall has given brands a sneak peek into its next generation of flagship stores
Tmall to offer users the new format called Flagship Store 2.0, designed to feature more personalized experiences for consumers. For example, likely purchases are placed on a store’s first page rather than making shoppers search for the things they want. In addition, algorithms collect and compare vouchers and cash-back promotions, calculating the best prices-after-discount available, instead of consumers having to do it themselves.
The updated stores also cater content offerings to individual preferences. Users who love watching videos, for example, will see more short-form video content than those who enjoy shopping via livestream.
Jiang Fan, president of Taobao and Tmall, said the next-generation flagship stores are part of a series of service and technological innovations that Alibaba is planning to roll out this year, including search and recommendation, marketing and brand operations, “which would further improve platform efficiency and generate growth for merchants, while bringing all-new, online-to-offline shopping experiences for consumers,” he said.
Tmall has not said when exactly the new format will go live, but the site said it plans to launch ahead of the 11.11 Global Shopping Festival in November.