Always Let the Shopper Drive the Experience

Ana Ono Intimates is a store in Philadelphia that sells bras for women who’ve had breast reconstruction, breast surgery, or mastectomy.

On their site you’re greeted with this popup …

… where you can select your treatment stage:

This dropdown does something powerful: it changes the dynamics of the ask. Now the customer feels they are being heard because the retailer is asking them to describe themselves. Even if the email messages for each selection are the same it doesn’t matter. Why? Because the idea of choice is what makes all the difference.