World Market: Virtual Holiday Store

Role: Content Design Lead & Copywriter

Assignment: In 2020, when the world changed with the COVID-19 pandemic, the holidays looked different and so did in-store shopping. World Market, an American chain of specialty/import retail stores, is known for its unique in-store shopping experience. They came to us looking for a solution to enhance their website experience with something to “surprise and delight” customers during the holiday shopping season while supporting their holiday campaign, “A World of Joy.”

Informed by voice of customer research and accelerated by the pandemic, the concept was launched as a way to give our loyal
customers an experience that afforded them the ability to delight in their discovery as they meander through the aisles in this virtual store.

Strategy: In a time when finding comfort and familiarity was difficult, we wanted to bring the familiar sparkle, joy, and sentiment of in-store holiday shopping and gifting to World Market customers and reach them where they were most comfortable: at home. 

To allow shoppers to safely and happily wander the aisles of World Market, we created a virtual holiday store experience. This seasonal pop-up experience allowed customers to wander the aisles in our virtual holiday store, discovering unique gifts, inspirational ideas, and joy around every corner.

I was the Content Designer and Copywriter on this project, working closely with our UX, design, and development teams. In addition to writing all of the copy within the store experience, I created and executed a digital messaging strategy, communicating the overall messaging strategy within the store and within each channel.

WELCOME TO A WORLD OF JOY

The virtual store allowed customers to buy and browse more than 550-holiday products in a realistic online store setting. Developed with Matterport, the digital store experience recreated an in-store layout and featured a storytelling layer of content designed to inspire customers to explore, add products to their cart, and learn more about seasonal trends. The store was shoppable on mobile devices as well as on the website.

SURPRISE & DELIGHT

I worked with developers to tag each part of the store to a “Story” or “Collection” based on how the store was merchandised. Using different colored tags and visual indicators, users could click on tags to learn more about individual products, place orders, or receive holiday tips.

Customers received inspirational hints on one-of-a-kind gifts and ideas on how to use products as they browse the store displays. Strong visuals and cheerful copy led customers to collections of curated products that inspire and excite, replicating that in-store feeling of discovering something unexpected.

MESSAGING STRATEGY

In addition to the experience outside of the store, I collaborated with the brand’s internal marketing team to create social and digital collateral to drive people in-store, making sure the messaging strategy across channels and customer entry points were holistic and on-brand.