fab logoIf you haven’t heard of Fab.com by now, you should look them up. Fab.com, previously a flash-sale site, has grown their business primarily through exclusivity, designers and the use of social networks. When you do see their site, you’ll be reminded of Pinterest, but they are clearly not just a jumble of cool products. They are in business to do business. And they must be doing something right. The New York based company has a staff of 650 and is now valued at more than $1 billion.

When first launched, Fab.com featured a sign-in-only approach to gain interest from the community. Unless you committed to a log in, fab.com was not committed to you. Now the site, featuring everything from furniture to bracelets, allows their community to self-select categories they are interested in, allowing for a more self-determined experience.

How Fab-ulous a Personal Fab Can Be

When creating a log in, the user self-selects (similar to selecting Pinterest boards) what categories they are interested in, and then further “personalizes” by modifying their site notifications.

Although Fab offers the user option of self-selecting their categories by interest, the products offered should be personalized based on the intent of the buyer as well. After the user selects the categories they are interested in, they should be considered known users and offered products that are of interest to them. What Fab may not realize is that by giving them this power, they are upping the ante in terms of the shopper’s expectations.

Recommend me something I will like

By including automated recommendations, based on learned product and content affinities, Fab can still personalize based on the user’s interests, but also improve the discovery experience. These recommendations will work by providing products based on the micro-behaviors of the shopper, within those categories, and giving them exactly what they want in the moment.