Interactive Content Spotlight: Godiva, Madewell, and Target

Toys"R"Us – Big Holiday Catalog

What it is: A holiday buying guide for children's gifts

Why we love it: This experience makes holiday shopping a little easier for anyone shopping for kids this season. We love how the long-form page begins with a sliding carousel – it’s bright, animated, but best of all, features brief stories written by real children. It’s a thoughtful touch to this experience, and makes the content stand out from the online shopping noise. Customers can scroll down to continue shopping by age or toy category. Our favorite addition is the “Elf Emergency” game. Toys"R"Us understands that it’s not just adults searching through their website during the holiday season, but children too. This fun mini-game offers a little something for them as well.

What it’s missing: To make the sliding carousel a true revenue generator, and to keep shoppers on the page, we recommend adding integrated quickviews for instant purchases.    

Madewell – The Gift Well Guide

What it is: A long-form holiday buying guide

Why we love it: This experience is a one-stop shop for that friend who has everything. Organized by “Madewell BFF,” each section has a highly curated collection of products specially chosen by a woman in the fashion or skincare industries. With helpful styling tips, this experience feels less like a buying guide, and more like getting shopping advice from your best friend. Customers can also switch between collections to purchase from the Madewell Top 30, or to shop by price. We love the use of subtle gifs to add a sense of fun to the page, and integrated quickviews mean shopping is quick and easy – just what shoppers need during the holiday season!

What it’s missing: To make it easier to navigate, we recommend placing each Madewell BFF section within a sliding carousel. Instead of scrolling down the page, shoppers can simply click to progress to each collection. 

Target – Hearth & Hand with Magnolia

What it is: A long-form home goods experience

Why we love it: Target’s experience does a great job bringing the Magnolia brand to life. An embedded video introduces the brand and its creators, Chip and Joanna Gaines, and helps the customer establish a connection to the brand. To truly engage shoppers, the page features a 360-degree shop-the-room experience, where customers can explore a dining room and living room decorated for the holiday season. And integrated quickviews make it instantly shoppable, providing a seamless path to purchase. To top it all off, shoppers can scroll through Instagram posts by real-life customers, showcasing the products featured in the page.

What it’s missing: We love how the page includes styling tips and tricks from Joanna, but to access them, shoppers are directed away from the experience. By featuring them in a lightbox, customers would remain on the page. 

Godiva – How Do You Holiday?

What it is: An interactive digital quiz

Why we love it: Good holiday experiences make shopping easier, and nothing makes this apparent quite like a digital quiz. Customers are literally guided to the perfect gift through Godiva’s “holiday vibe” quiz. With questions ranging from the shopper’s preferred holiday party outfit to Christmas tree decorations, the quiz is fun and whimsical, bringing the Christmas spirit to life. After completing the quiz, shoppers are given a final holiday personality and a curated collection of corresponding products. It’s holiday shopping done right!

What it’s missing: This experience is already richly interactive; adding gifs and animations would be a perfect final touch.