a new yellow brick road of online retail

"Innovative minds brought us the internet, forward thinking individuals put the internet in every home & hand, and many filled the internet with thousands of products, services, and information.  We give homage to those who paved the way before us, creating the most amazing space for creativity, community, and commerce,” shares Christine Meier, visionary founder. 

Modern retailers have spent the last 100 years perfecting brick-and-mortar retail stores, advancing distribution channels, and while putting little effort into the design and structure of their eCommerce sites.  Online shopping sites were introduced as a way to increase traditional retail sales and were embraced by shoppers brave enough to venture.  While online shopping has morphed into a force to be reckoned with, it can only do so by transforming into a catalyst that is ready to embark on a bold, new journey beyond the familiar confines of traditional retail and the out of control online marketplace. 

When we step back and realize that we are not in “Kansas” anymore, we start to see the scope of possibilities of what online shopping is destined to become.  As traditional brick-and-mortar stores begin to close, some for good and some transitioning to eCommerce, we also see that they are all doing things the same way rather than explore new ways of doing things.  

Pioneers in the development of the online marketplace initially created platforms focused on increasing retail sales through the addition of eCommerce transactions. Little effort was devoted to addressing online shoppers needs, the online shopping experience, or leveraging the vast benefits the internet offers to online shopping.  Today the focus still remains on enhancing the transaction with new technology that tracks the online shopper, algorithms that allow eCommerce sites to charge for placement, and social media outreach that aims to coerce the shopper to buying random things they may or may not need. 

As the internet grows daily with more products, services and links, the entirety becomes more and more unmanageable.  Technology innovators are working tirelessly to create better search functions, new filtering options, and most recently adding AI to try and advance the organization of millions and millions of items, but they still fall short of enhancing the online shopping experience.  This is best described as a constant tornado that is using technology to jump in and try and help the online shopper to find what they are looking.  

The realization of profit opportunities from advertising, pay-for-placement, and other revenue generators has further shifted the focus of eCommerce innovation from improving user experience to targeting profit markers.  Online shopping also occupies internet space alongside news outlets, social media sites, streaming services, websites, and a vast array of information, often making navigation even more challenging for visitors focused on an online shopping experience, compounded with popup ads, targeted marketing, and relentless messaging, create obstacles that often make the journey impassable. Thus the "flying monkeys" are everywhere, making the online shopping experience nearly impossible.  

All of the noise can make it difficult to reimagine what online shopping could be, but the best way to begin is to land the house on the problem and begin by building a foundation for an online destination dedicated to online shopping rooted in principles that put the shopper first.  This begins by defining a destination that the imagination can realize just as L. Frank Baum did as he brought to life 'The Land of Oz.'   

The Online Shopping District is novel online platform that is equipped, and daring enough to introduce a revolutionary new way to shop online: ‘The District”, a 'Land of Oz' of sorts that is devoted to online shopping that is created by creating individual shops that are dedicated to every consumer products category and then connecting them all together to create 'The District.'  Every OSD Shop is filled with curated collections of merchandise, expert advice, and inspiration, all the Shops are connected and there is a  'No Flying Monkeys Policy' in place, making navigation across 'The District' a simple and online shopping a breeze, an experience we now call eShopping.  Now the Yellow Brick Road that leads to a better online shopping experience is ready for safe travels.      

But it gets better, as an Online Shopping District Shopper, we like to call you our Guest, you can tailor your online shopping experience to your shopping style.  We designed 'The District' for all shopping styles, different shopping journeys, and to help our guests find the best solutions for their shopping needs.  Each shopper type has their own personality and shopping drive.  While shoppers have tendencies every shopper has to give them up and focus on daily necessities. 

Whether you are a 'Dorothy Style Shopper' who embraces the social side of shopping, enjoying the experience with friends and shopping often.  Never missing much, this shopper wants to see everything and knows what is new without being told focusing a bit more on what is trendy and less on what is a necessity.  Once the shopper who returned from a day of shopping with bags from every store, this online shoppers waits for all the boxes to arrive at their front door.  This style loves to style and create, looking for pieces of an outfit to create their own style and does the same with individual home decor accessories always keeping things updated.  Not afraid of a good bargain, but willing to pay for value if they love it.  Their creative side often shows encouraging them to make it themselves, embark on a DIY project, or help others to shop. 

The 'Toto Style Shopper' embodies the focused shopper with a single-minded approach.  This Shopper knows precisely what they want and seeks to find it without delay. Much like a pup dashing straight for its ball, this shopper zeroes in on their desired product, ignoring all else.  They can become very obsessed with being the first to have the newest smartphone, they are a diehard brand supporter, and changing their mind is rarely successful.  Price is often not an issue, they want what they want when they want it.  This shopper does not need much to make them happy and what they do have they cherish.         

The brain comes first for the 'Scarecrow Style Shopper' relying little on their gut.  This shopper     loves to do research and knowing precisely what they want before they buy.  They want to know every brand, function, and price, with shipping of course.  They enjoy a good expert opinion, brand ad, but in the end they will make the final choice based on an all the information they gather.  This shopper  may have once gone back to the store half a dozen times to find out just a bit more before making a purchase.  Most shoppers enter this mode when making large purchases, but some shoppers do this for every purchase, making buying a pair of jeans a project.  This shopper loves a good treasure hunt and is willing to track down an antique car part, to visit many sites to find the best deal, or sit on many sofas to find the most comfortable one.  This shopper shops alone and rarely tells anyone what they purchased.

'Tin Man Style Shoppers' are all about the heart, making most of their buying decisions on emotion over logic.  Falling in love with an outfit often results in a purchase, a heart-felt blog about feeding your cat homemade cat for will persuade this shopper to make a quick decision and buy everything to get started, or a post featuring special gifts for Mother's Day will be very effective.  This shopper often has a new box at the door every day from the last enticing post and it doesn't take much to encourage them to buy the latest gadget.  This shopper loves to find items that have special meaning and often find themselves in an antique store.  Once this shopper is convinced, they are sold.  They will buy the same pair of comfortable socks they worked hard to find for the rest of their lives with no need to try new each time.  This shopper loves to give unique gifts, often creating a gift basket with hand picked items. 

A little courage is all the 'Lion Style Shopper' needs to encourage a purchase, they wait for an expert to tell them what to do and are careful to not do too much research and muddy the water.  This shopper often asks 'what should I do? and hesitates to buy anything without an endorsement from an experts or authoritative figures. They seek validation or instructions from trusted sources, fearing they will be misled or will have to face too many unpredictable choices.  Most of us enter this style when we have to buy this seasons swimsuit or something new they have never tied. They rarely purchase new home decor pieces or clothing, sticking what with what is comfortable.  If they are not encouraged they will buy what they know and are more likely to buy the same brand of jeans every time.  They love when "Dorothy" shops with them, encouraging them along the way.   

‘Glinda the Good Witch Style Shopper’ loves to make everyone's wishes come true and will  spare no expense when shopping.  When it comes to planning a party, embark on a new hobby or plan a trip, they go all out and buy everything they will need, covering all bases.  Shopping is a sport to this shopper and being noticed for the bases they covered makes them feel great.  This shopper loves to add items to their cart that enhance their experience.  They may also buy two to three options to see which one works best and end up keeping them all.  When it comes to decorating, it is the whole room or whole house at one time and they welcome someone else doing the work and they will turn over the credit card.  They will walk out of the store in head to toe Prada or Nike proudly.   

There are some shoppers who actually hate to shop and 'The Wicked Witch Shopper' represents this shopping style.  They are vocal about their distain for shopping and engage in the act only when it is a necessity, whether for themselves or others. This shopper aims to complete the shopping task as swiftly as possible, preferring a no-fuss experience, though they might benefit from guidance.  They do however often go on a shopping spree, buying a year's worth of clothing at one time or three pairs of the same shoes if they fit.  When this shopper puts on a few pounds and needs to buy a swimsuit, this shopping style comes in full force. Many minimalists tend to come across as hating to shop, but in fact they are steadfast in their lifestyle, only buying what they need.      

Those who must shop out of necessity, always need everything, or have a problem they need solved fall into the 'Munchkin Shopper Style.'  Every shopper is in this shopping mode when adding weekly groceries to the cart, buying pet food, or picking out school supplies.  Children of all ages who are pretty sure they need one of everything also fit into this category, often shopping but never buying or wanting it all but settling for what the budget allows or Mom and Dad say is ok.  This shopper might indulge in a few extra treats, but they remain focused on their essential list or their budget.  This shopper often looks at shopping as a game to make it more fun.  They love to find 2 for 1 sales, clipping coupons, or getting up to shop on Black Friday in the middle of the night.  They rarely buy just to buy, they like to have a purpose. 

Shoppers often embody a mix of these archetypes, with their dominant shopping type coming into focus often. Expensive purchases tend to bring out the 'Scarecrow' in us, while significant events like weddings might summon our inner 'Glinda the Good Witch,' ready to splurge without hesitation. While some individuals maintain a consistent shopping style, many adapt their habits based on specific requirements or influence of someone else. Unlike most eCommerce Websites that require their shoppers to 'click the heels' of their 'ruby slippers,' to magically find out  precisely what they need, or a more 'Toto' approach, 'The District' offers different shopping methods that are effective for every shopping style and it adapts to changing shopping styles. 

The Online Shopping District platform was inspired by in-person shopping experiences, the 'customer first' practices set forth by revolutionary retailer, Sam Walton, and the infusion of the benefits the internet has to offer.  Rather than putting a focus on how to use the shopper to enhance profits, the emphasis has been placed on meticulously vetting, curating and organizing one of every product the guest may need or want, making navigation across 'The District effortless, and providing information with merchandising offering the guest solutions. Products regain their voice, brands reaffirm their commitment to quality, and shoppers reclaim control over their browsing and purchasing experience.

Just as Dorothy and her companions learned after seeking the wisdom of the 'Wizard,' that they had what they thought they needed inside of them already. When faced with an internet that is so expanse and filled with information of varying levels of accuracy, reliability, and credibility, relying on it for your online shopping needs is not very effective.  Although online information can be useful, the reassurance that comes from knowing others have had positive experiences, that brands are trustworthy, and that information has been vetted, empowers shoppers to make informed decisions. It also ensures confidence to find their way 'home'  when making a purchasing decision that feels right for them.

As a mall invites shoppers to enter, explore, and browse at their leisure with minimal intrusion, the current landscape of internet shopping often demands that shoppes tell you what they are looking for form the start, while bombarding them with 'Flying Monkeys' and adopting a 'big brother is watching' approach.  'The District' does not require guests to ever log in and the guests information is never shared for the purpose of tracking from the site.  What other sites  do is not under our control, but we can set a new gold standard and show the online shopping market how it should be done.    

As we journey from the familiar landscapes of 'Kansas' to the expansive, uncharted realms of 'Oz,' we too are pioneering a new path beyond the traditional confines of shopping into the vibrant, undiscovered territory of online commerce. We've embarked on this bold venture, which we call eShopping™, envisioning a clean, organized, and visually appealing space free from 'Flying Monkeys.' where freedom of movement is paramount, and every shopper finds exactly what they're looking for, effortlessly.

This piece draws inspiration from L. Frank Baum's 'The Wizard of Oz,' aiming to re-vision of the realities of today's online shopping experience and its potential for transformation. By looking through the lens of Baum's work, we see a fresh perspective on how online commerce can evolve to meet the needs and desires of all shoppers, making their journey as magical as a trip to Oz itself.