Last year, Father’s Day spending was $20 billion, with consumer expenses reaching $3.1 billion on clothing, $1.35 billion on home improvement/gardening tools, and $1.15 billion on sporting goods.
While having an idea of how much consumers spend on Father’s Day is key, knowing what their money is going towards and improving the shopping journey in each vertical is all the more important.
Find out how Syte’s customers are creating online shopping experiences that encourage shoppers to find inspiration for Father’s Day gifts, keep them moving through the eCommerce sites, and help them buy the perfect gift for all types of dads.
This could be anything from recommendation carousels to shop similar pieces, suggestions for out-of-stock items, and even options for shopping an entire look or room.
The Outdoorsman
This one is for the dad who downloads every hiking app known to mankind, scouts the best bike trails off the beaten path, and seeks out the most intrepid of adventures. He may have made it to Everest base camp or even taken on the Pacific Crest Trail in his heyday.
Vans keeps shoppers clicking through its website with the Discovery Button on product detail pages. Customers may have their eyes set on Vans’ rugged and durable Original Backpack for its resistance to abrasion, tearing, and scuffs but settle on the Startle Backpack instead for its compactness after browsing through similar styles.
The Homebody
The name of the game for this dad is coziness, so comfort and simplicity are top of mind for him. Think sofas you can melt into, plush rugs, and the fluffiest of pillows and cushions.
McGee & Co. knows how frustrating it can be for customers to run into out-of-stock items. The softest cotton bed sheets in a palette of cream and tan may be right up someone’s alley, but won’t be back in stock for weeks. McGee & Co. keeps the fun going by listing a “Similar Items” carousel right below the product.
The Tech Whiz
He’s no developer and doesn’t know his secure socket layer from his hypertext transfer protocol, but he does love his tech gadgets. They make life easier and are fun gizmos after all. He seemingly has it all — from his Apple Watch to his Bose speakers and nifty DSLR camera.
Your customers have their eyes set on buying dad a new set of trendy headphones, but it’s sold out everywhere including Farfetch. As they’re scrolling down the product detail page, they spot a “Complete the Look” carousel with earbuds instead. Scrolling further down to the “Recommendations” section, they also spot a special edition case and head to check out.
The Sportsman
Tennis, check. Boxing, check. Swimming, check. Weight lifting, check.
You get the picture. The sportsman in your life may be wish-listing anything from a brand-new all-graphite racket to mirrored lens goggles and a complete set of cast iron weights.
If a shopper has spotted a nearly perfect pair of gym-proof, moisture-wicking shorts but wants to forgo the cargo pockets, Decathlon makes it easy to find a comparable pair by clicking on the product detail page and scrolling to its “Shop Similar” recommendation carousel. It also comes in handy when a specific size or color of a given style is out-of-stock.
The Sartorialist
He’s not one for designer brands, per se, but will invest in a bespoke suit if given the opportunity and is perpetually on the hunt for the best staple tee. He’s all about quality, well-tailored pieces that stand the test of time and can be mixed and matched ad nauseam. He knows what he likes when he sees it.
Luisaviaroma gets that customers like to have options. One shopper might come across a standout long sleeve linen shirt that fits the bill, but the Discovery Icon on the product shots grabs their attention and they soon have multiple tabs open with a variety of button-down shirts, with and without pockets, logos, or collars and in several sleeve lengths.
The Bookworm
He’s an avid consumer of fiction and non-fiction books and knows a good coffee table book when he spots one. His weekly haunt could be at a local Barnes & Noble or an off-the-grid book shop. Either way, he knows where to find a good nook for reading.
Maybe “The New York Times 36 Hours, Europe” was originally on your customer’s shopping list, but it’s out-of-stock at Harry Rosen. Sure, they could head elsewhere, but there are so many other jewels to choose from. Just a simple scroll to view recommended options below the first viewed book turns up a whole other world of opportunities. Your customer lands on “Marvel Comics Library. Avengers. Vol. 1. 1963–1965.” Who would have thought?
The Foodie Insider
He’s the inveterate cook in the family and knows his heavy-bottomed stainless steel saucepan from his weathered copper milk pan. He loves the odd stick of butter just as much as a good bottle of truffle oil and gourmet vinegar.
Lord & Taylor knows you can never have enough kitchen towels. If the navigation menu isn’t turning up all the results for kitchen linens that shoppers are looking for, they can head directly to the “Similar Items” carousel for a slew of alternatives.
In Summary
There’s something out there for everyone this Father’s Day. No matter the shopper persona, it’s a matter of offering up a variety of on-site tools to connect them with the right products and similar alternatives when specific items don’t quite check the box or are out-of-stock.