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  • EXPOSITION
  • why- I believe in interactions. interactions allow for more than a exchange of goods or money- opens bigger doors with never-ending possibilities. it offers knowledge as well as the criticism. it offers the opportunitys for collaboration which makes ideas that seem unreachable become a reality.
  • RISING ACTION
  • The road to ecommerce is somewhat misleading if we look at the history of retail. Local culture – the Corner Store: 1900s Where basically you would only buy what you could carry home. With the invention of the automobile in the 1940's we saw people able to travel farther carry more thus springing up department stocking more inventory. In the 70's with the explosion of suburbia we saw the birth of strip malls and by the 90's the birth of big box and club stores that killed categories,. Next is early 2000's the rise of mail order magazines, though no brick and mortar interaction, the leaders in this category leaned on phone interactions to place orders and build relationships. Leading us to present day where digital culture sprang eccomerce and created mega corps like Amazon, But keep in mind up until this point in the 2000's every change retail has had an interaction tied to it. In the 2000's everything changed and was suddenly driven by conveince changing the fundementals of how people shopped but also replaced interactions with engagments. How did we miss this.
  • CONFLICT
  • The difference between engagements and interactions can sometime be blurred. engage mean to occupy ones attention as interact means to act one upon another. In these brief definitions we can imagine the change this may have on consumers, the difference between probing and aligning a customer for their needs in an item versus telling every customer what they need and countering the risk factor by free shipping and return label.
  • Interactions are hard to scale for large eccomerce sites, Modern day e comm focuses on convience vs the essence of retail which is an interaction between people. The focus instead is on spending millions of dollars on engaging content but fail to challenge the status quo by offering experiential e com interactions to the people supporting their web platform in places where a brick and mortar location is non existent. Basically in a nutshell Ecom is a contest about who can make the most beautiful order sheet? Thats not retail but they want you to think it is.
  • CLIMAX
  • With the advancements todays technology and access to omni channels the new opportunity is to make memorable interactions with people with common interest all over the word and not just offer free next day shipping or "come with a prepaid return label" . If we take the classic call center model applied by some of the most successful mail order companys from days yore I realize the opportunity to make brand promoters as well as offering a lasting retail experience is more possible now than ever
  • HOW
  • FALLING ACTION
  • if you grew up in the 60'70's,'or 80's convience maybe more appealing to you as it was not as accessible during your adolescents, but for millennial and gen y's the idea of a real interaction is much more appealing as it shapes culture and ideas but also offers validation. the idea of having an interaction for everyday goods may not make the most sense, but an interaction over a coveted purchase should always be a option, whether the customer wants it or not.
  • what
  • RESOLUTION
  • With this idea in mind I couldn't just create an online platform for Hathenbruck, I wanted to at least try and give a little more of an interaction and experience so I added a streaming video element offering live shopping, where I try and sell you on designers and products but also a live chat functionality where people watching can communicate with each other as well as myself to create dialogue and open up memorable interactions, much like a brick and mortar store. I also wanted to be available for people to interact with on a more personal level, so I Integrated something I call 'real talk" which uses face time to offer transparency to the interaction. A lot of times this ends with meeting new friends that share common interest and believe in the same things I believe in and a main factor in this is that to be a key player and to voice your idea you don't need to be in NY or LA, actually being in a small outlying can give you perspective and ultimately an advantage. I believe in this concept and I believe in interactions. Hathenbruck.com real talk.
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