At a time when e-commerce communication too often remains confined to the familiar matrix of price, offer and delivery, it is becoming increasingly clear that this is no longer enough. Today, brands are entering the space of everyday habits and decisions, where they compete not only functionally, but emotionally as well.
In this context, McCann Beograd (AMA Group) and Shoppster have developed a new communication platform, “Tražiš. Nađeš.” (“You look. You find.”), aiming to shift the focus from products to the moments in which purchasing actually happens.
The starting point is a simple yet relevant insight: purchasing is not just a rational decision, but often the result of small, personal triggers – moments between need and solution. This “in-between space” becomes the central ground of the new platform.
Instead of the traditional e-commerce logic dominated by assortment and benefits, the communication is built around everyday situations in which people recognise what they truly need – and why. In this way, Shoppster positions itself not only as a place of choice, but as a platform that seeks to understand the context behind every purchase.
The creative solution is executed through a series of short video formats and visuals following a simple structure, “You look for X. You find Y.”, allowing for flexible application across different product categories. However, the key difference lies in the fact that the focus is not on the product itself, but on the experience and emotion that drive it.
Although the platform still relies on a broad assortment (over 800,000 products) and functional benefits such as free delivery for SMART users, the communication shift moves in another direction – from transaction to understanding.
In other words, instead of stating what it offers, Shoppster aims to show when and why it is relevant.
