As the omnichannel strategy is a flag of pride for Salsa and based on the objectives conveyed in the briefing, our starting point for achieving them was to try to understand the differences between the store experience and the online one. From this analysis we realized that the biggest lapse of the online shopping experience compared to the store experience is the difficulty in realizing which jeans are ideal for us, which suit us well and with which we feel better.
We also realized that Salsa's visual references, transmitted through young and slim models, both online and in-store, contradict what its communication objective is - to be a reference brand for everyone. Considering the enormous variety of styles and, above all, different body shapes (morphology), we started trying to understand how it would be possible to transmit a message of inclusion that resonated with the current public and at the same time that celebrate its variety.
So, we got to the motto “Everybody. Every Body."
Through this slogan, we developed an interactive design in which the user can select the products through a layout divided by Style at the top and Morphology at the bottom. For each style and morphology we associated a typography - creating an analogy between body shape and body font.
This experience, intuitive and simple, will serve as a 'Welcome' token to the site and will allow the customer to immediately self-segment by giving us crucial data about what they are looking for, allowing us to personalize their entire experience, on the product pages - something that an experienced store assistant would be able to do as soon as he saw the customer enter the store.
