30 Aug FASHION ECOMMERCE: WHAT MAKES YOUR WEBSITE STAND OUT FROM THE COMPETITION

The 2019 summer sales season is still on and the desire of many is to renew their wardrobe, hunting for the best deals and bargains.

Sales or not, statistics tell us that more and more Europeans are buying clothes, footwear and accessories on the web: they are the top product category bought by Europeans online and fashion is the largest ecommerce market segment in Europe [1], which –overall– is forecasted to be worth 621 billion euros by the end of 2019 (+13.6% compared to 2018) [2].

Even the fashion industry had to reinvent itself in light of digital transformation: today, brands and customers have completely different modalities of interaction compared to the past and, to be competitive and continue to grow, businesses need to make sure that some ‘new’ elements are integrated into their e-commerce strategy.

There are several factors that can make the difference on the online store of a fashion brand: we are certainly not referring to the importance of high quality images to display clothes and accessories, of a neat and functional design or of the social buttons to boost traffic to the website, increase visibility and users’ retention: all these elements are already a must.

Here, we would like to rather focus on some further aspects that can help a fashion e-commerce site stand out from the competition:

Guidance, assistance and quality content

The ability to meet (potential) customers’ needs and engage them, makes the website more attractive. Users want to find useful information easily and intuitively, and they do welcome additional tips and news that can help them choose the right product. Furthermore, it is essential for the user to be able to reach the brand’s customer service by phone, if needed.

On BrandsDistribution website, world leaders in online B2B designer clothing and fashion accessories sale, the FAQ section answering the most frequently asked questions as well as a “Help Center” for more specific questions. On Twin-set site, a Size Guide, a Shopping Guide, as well as a toll-free phone number for Italy-based customers are made available, all elements that help, guide, and reassure users.  Carrera offers the “Shop by Look” feature, so that users visualise a selection based on the desired outfit style, while visiting Le Silla homepage, a Personal Shopper chat bubble opens up automatically to assist users and help them find the perfect shoes.

Transparency and customer retention

Anyone purchasing online would like to stay up to date about shipping and delivery: being notified about the shipping process and receiving the relevant tracking number to follow the parcel’s journey on the courier services website is becoming increasingly important.

On Motivi and Caractere websites, both fashion brands belonging to Miroglio Group, a ‘Track your order’ section can be found, while Bertini makes a ‘Returns Form’ available: customers have easy access to all information relating to their order shipment ,and to clear instructions in case they need to return or exchange one or more products.

Apart from social network presence, a newsletter is a valuable strategy in terms of users’ retention, as it allows brands to tell more about what they do, launch special promotions and differentiate themselves from the competition through useful and engaging content.

Combining the newsletter signup with a special free shipping offer or a discount on the first order is a successful tactic that we find on Pollini and Le Silla websites, as well as on the Giglio one, where newsletter subscribers are offered, in addition to free shipping on all orders, up to 50% discounts on specific collections and further deals. A Loyalty Programme, such as the one featured by Oltre, is another excellent strategy.

User-friendly checkout and secure payments

A study carried out in the United States has revealed that abandoned carts were 70% in 2018. [3]

28% of e-shoppers leave the website due to a complicated checkout process. [4]

A smooth, intuitive and swift buying process is key for a brand’s online reputation. For the ecommerce purchase experience, security of both the website and the payment method offered to the customer are essential.

On Motivi website, Certified Security labels are displayed, to demonstrate a high level of attention towards customer’s protection. All the aforementioned brands also offer MyBank, the e-payment  solution that allows their customers to finalise their purchase directly from their internet or mobile online banking, in the highly protected digital environment of their own bank using Strong Customer Authentication. Payments are processed in just a few frictionless clicks, with no new registrations or passwords.

Conclusions

Guiding and assisting users to find their way on the website, providing useful and interesting content, interacting through social media and offering newsletters with special promotions and news on the latest trends, providing clear and transparent information on the purchase and shipping processes, ensuring ease of use and security, are all elements that can help fashion e-commerce brands attract new customers and retain existing ones.

MyBank is the perfect solution to ensure ecommerce customers finalising their purchase a smooth and secure user experience, a frictionless payment process, and a seamless checkout.

 

[1] https://www.postnord.com/globalassets/global/english/document/publications/2018/e-commerce-in-europe-2018_en_low.pdf

[2] https://ecommercenews.eu/ecommerce-in-europe-e621-billion-in-2019/

[3] Why are up to 70% of shoppers abandoning their carts? | Marketplacer

[4] Shopify Dynamic Checkout Buttons – Speeding Up The Checkout Process – Blog | QeRetail