The Apparel eCommerce market is worth – as of today – almost 4 billion euros, winning the third step of the podium as the merchandise sector that contributes most to the growth of B2C online product purchases. An exponential growth that forces us to rethink the business models adopted to date and, necessarily, to envisage an online strategy capable of making up for the decline in retail sales. So here are some useful tips that a fashion eCommerce business cannot – or should not – ignore to improve the shopping experience of its customers and, consequently, increase its conversion rate.
Just like in-store … or almost
In general, the goal of any online sales channel should be to offer an experience that can enhance and complement, if not replace, the shopping experience experienced in store.
In the fashion industry, perhaps more than for any other industry, the purchase of a good has an extremely high symbolic value: consumers expect to take home much more than just a piece of clothing, and replicating this experience online is much more complex than for any other merchandise area.
The value proposition, that is, the aspects that make a product unique and desirable and the needs to which it responds, takes on a strategic role here. Making sure that one’s site reflects and highlights these elements will certainly be an incentive for the consumer, but it is not enough. The key is to motivate eShoppers by offering them benefits that cannot be replicated elsewhere.
10 tricks to improve the customer experience
1. Breadth of supply: with online, there are no space limitations imposed by store size, warehouse capacity or other factors. The customer expects to find much more choice online than they might in a physical store.
2. Presence of as much information as possible about the fit and composition of garments: the inability to try on a garment and touch the material from which it is made is perhaps the most common deterrent to online shopping. That’s why making up for this lack by providing as much accurate product information as possible is essential to ensure that a purchase intention converts into a sale.
3. Easy, fast, intuitive and guided buying process: among the most common reasons why people choose to opt for eCommerce instead of a physical store is the inability to travel or lack of time. In this context, from buying online it is expected that the sales process can be as fast, simple and above all clear.
4. Convenience of online buying compared to traditional sales channels: many of the digital consumers expect to be able to find online offers, discounts and, in general, cheaper prices than offline. Providing customized or dedicated offers for the eCommerce channel is a good way to boost online sales.
5. Managing payment and after-sales services: no one feels all the way secure about entering their credit card details online, which is why it is crucial to ensure a secure payment process and dedicated support.
6. Clear and precise directions regarding returns: returns management is a key aspect of an eCommerce. Providing clear directions from the outset regarding how, how much and when to return goods is critical to convincing a consumer to “take a chance” on the wrong size.
7. Personalizing the logistics process: consumer needs are increasingly varied and lifestyle-and consumption habits-increasingly flexible. Knowing how to meet these needs by offering, for example, on-demand delivery solutions or the integration of traditional delivery methods with lockers and pickup points will be a great way to attract the most pretentious customers.
8. Offering more sustainable shipping and return services, such as with electric vehicles or longer delivery times: sustainable transportation is an issue that is gaining in importance among consumers. Providing sustainable solutions will also attract greener eShoppers.
9. Using sustainable packaging for product packaging: the materials with which you choose to package products for shipping also have an impact from an environmental perspective, and consumers know this well. Choosing packaging that is as green as possible is of paramount importance in strengthening your brand image (and your eCommerce).
10. Omnichannel integration to enable multiple sales and delivery solutions, optimize costs and efficiency: by integrating across different channels throughout the buying process, you not only ensure a “seamless” customer eseprience, but you can reduce costs and optimize the efficiency of your channel.
Are you an eCommerce and need to implement your online store with sustainable solutions, for example by integrating your pickup points? You are in the right place! Contact us now.
