Categorization with online shopping

One online store for a variety of home-goods, furniture, jewelry, functional or random home decor items is catering their website to a different form of marketing. They advertise their product using a different form of categorization by refraining from typical websites that sell items by major titles of the type of product and rather, they sell an experience and offer multiple lines each with various products that are used to create a cohesive space. Their website allows for creating a unified space and easily offers a range of items within one category that can be purchased to design and decorate your personal space with a specific feel and ambiance (such as industrial modern or shabby chic); they create chains of themes, leading to purchases that might have otherwise been avoided by consumers. On regular websites (classic online retail, such as westelm.com) a consumer is more likely to limit their search and they have a direct reason or item in mind, they search less and do not necessarily look outside of the type of item they wish to purchase. At Joss and Main, by grouping an array of items under one title, from lamps to couches and beds, to vases or knic-knacs or paintings, a consumer is forced to shop through additional items, potentially increasing their purchases to outside of their original need. Also in this way of categorization they are taking a taxonomic approach where there are similar objects in the same category but they are similar in colors and creation of physical space or perception and feel of experience.

(above is a small clip of the heading for shopping categories according to the classical categorization: westelm.com)

(above is a clip of their homepage from https://www.jossandmain.com)