Voice matters in online retail, here’s why

by MR Magazine Staff

Though each shopper’s Achilles’ heel is different, a skilled sales associate always has an arsenal of both obscure and mainstream reference points to compliment a shopper. With this flattering knowledge in hand, they regularly help escort a “maybe” item over to the “definitely” pile. Combined with the atmospheres and aesthetics of particularly well-designed stores, customers don’t stand a chance against the charm of someone doing a retail sales job well. But as online shopping experiences replace in-store ones, clothing brands are left without opportunities to provide the reassuring and personalized service of a skilled associate to their customers. From within this context, fashion copy at online-focused brands has emerged as some of the most recognizable voices in the industry. Read more at Racked.