What can an online retailer do to make shopping for new and vintage skinny ties easy and enjoyable? Give the customer what they want and need to make the most informed decision they can. What does a person want to know before they add an accessory to their shopping cart? In a word: information.
Measurements Should Include Width (and Length)
The width of a tie is very important. Not all skinny ties look the same. A one inch wide tie is a shoe string; a two inch tie is certainly skinny, while a three inch wide tie is merely slim in comparison. A lot of men and women know the width they want, so separate your inventory by quarter inch intervals, and you might as well include the length.
If you sell vintage neckwear as well, length is the second most important factor. Mid century ties worn during the Rat Pack era can be shorter than today's counterparts which are 53 to 59 inches long; in contrast neckties from the 1950's and 1960's can run 50 to 57 inches. 1980's era ties are about the same length as today's neckwear.
Separate Neckties by Era
Some people buy ties based on the design while others only stick with certain eras. Make it easy for them to find exactly what they want by separating your inventory by decade: they are the 50's/60s's, the 80's and today's modern and brand new pieces.
Tipped versus Square End Ties
You don't know what a potential customer is looking for when they are on your website, so you might as well separate the tipped ties from the flat bottom ones. This way they can go directly where they need to without having to wade through all the pages. Quick and easy makes the sale.
Novelty Themes versus Designs and Patterns
You can't read a person's mind when they enter your virtual store in search of that perfect tie, so try to place yourself in your customers' shoes. People who buy narrow neckties might not know exactly what they want, but they probably have a general idea of the type of tie they'd like to wear or need to buy for a particular social function. If you have hundreds of items to choose from, further separate them by pattern and novelty theme.
Offer Sorting Options
For some customers, this is their first time to your site. Others come back regularly. Maybe they are on a budget. Maybe they were here last week and want to view ties you added this week. Make it super duper easy and fun for them to see the cheapest ties or the newest additions you have to offer. Let them decide how to view your stock with a drop down sorting function which sorts your inventory either pricewise from low to high and by new arrivals.
Conclusion
A happy customer is one who can easily navigate through your store to find what they want or need, and if it is snap this time, they will be sure to return!
Post Script
One thing your customer can't do is actually touch your product, so provide sharp and accurate color representations of the items for sale. Also, list all information about the manufacturer, original retailer and fabric content from any attached tags. For example, a thin tie which once sold in Las Vegas during the 50's might be enough of a reason for someone to purchase it. Your customer will appreciate the effort you make, and if they are happy with their overall shopping experience, they will most certainly come back again!
