fashion webinar: how to ensure successful seasonal shopping in q4
TRANSCRIPT
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Fashion webinar:
How to ensure successful seasonal shopping in Q4
Agenda
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Q4: what’s at stake for your business
Optimising your ecommerce strategy for Q4
How Turnbull & Asser is preparing for Q4
Deep dive into the online fashion industry
Q&A
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Business first
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eCommerceConsultancy Platform evaluation & implementation Creative vision, strategy & ideation UX & CX design System integration Optimisation
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15Offices
200Employees
200+Clients worldwideTM
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Clients
Retail Pureplay Fashion Media Entertainment Publishing Health & Beauty Tech
Trusted partner across a wide range of sectors, experts in:
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1st Nov - 26th Dec 2015£24bn
compared to 2014+12%
£5bn predicted cyber for
weekend 2016
Q4 Online Spending
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60% increase in online traffic
on cyber Monday
Some of the sites that struggled…
Stability & Performance
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Client Success
Stability and performance enhancements increase conversion
7,000 to 15,500 concurrent users
1.1 orders per second
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Performance considerations
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Compressing images
Investing in a CDN
Using caching effectively
During peak, focus on simplifying the journey to conversion
Keep it personal(not creepy)
14% of orders were click and collect on Black Friday 2015
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Beyond the purchase
Preparing For Peak
Improving the customer experience, why not to relaunch in peak, and some quick wins…
Disclaimer: Terrible use of stock images within…
The foolproof guide to relaunching your site in peak…
UAT + testing will be squeezed
Don’t Do It!
Why? So What?
Mistakes are likely to hit the live website, meaning customers will spot them leading to a bad
experience…
For small to medium businesses, the people trading your current site will often be the ones helping to
launch the new site. During peak trading this comes with difficulties!
There’s no room for error! Critical items may fall off the launch plan due to an absolute delivery date which can’t be moved…
You’ll distract the team from trading
You may face extended periods of downtime, find that the hosting infrastructure isn’t suitable and
ultimately lose revenuesGoing live with high traffic = risky!
So, You’re Doing It Anyway…
Gain the support of the wider business
Action Because…?
You may find you can pull from internal business units outside of ecommerce to help with testing / UAT of repetitive pages, helping your team focus on new sign-offs and trading the current site…
Focus your stakeholders (and yourself!) on the elements of the launch that matter most. Which
could you live without; HTML5 video on the homepage, or PayPal integration? Mapping out
these elements will help you to prioritise.
Talk hosting…now!
My CEO once said ‘there’s nothing worse than a newly launched website going down’ I proved him
wrong.‘There’s nothing worse than a newly launch
website going down during peak’
Focus
Going live during peak is always going to carry more pressure than at other times. With strong technical competencies from your chosen development agency, and equally strong project management both internally and through your agencies, it’s
possible to have a smooth transition to your new functionality or website.
The Luxury Consumer & Their Expectations (or not!)
Customer Services
Function Expectations
Packaging
Fulfilment
• Expects a reply immediately• Would rather a considered response than a templated one• Would like to deal with the same person for each query• Needs a customer service at non-work times - weekends + evenings are key• Wants to be able to pay in a way that suits them - PayPal, gift card, local currency etc.
• Expects a luxury gift wrapping option• Appreciates a degree of personalisation via packaging• Doesn’t want boxes within boxes…minimum wastage + easy to carry
• Wants you to deliver the goods at a time that suits them• Expects a free shipping option - but willing to pay for convenience• Does NOT want to queue anywhere to return or have to ask to return• Wants regular, accurate tracking updates and a ‘signed for’ service• Expects to be able to collect in store• Doesn’t consider stock outages to be an option - if it’s there, it can be purchased!• Wants a premium courier - DPD / branded couriers etc.
The Luxury Consumer At Christmas
How we’re preparing for peak…
Get close to your hosting partner…
Handy Tips / Quick Wins
Load testing alongside your hosting partner will minimise the risks of the site going down when
under extreme pressure throughout peak trading. Increase concurrent users to
above your current forecasts, force as many people through the checkout as possible, tweak your infrastructure and test again until you’re 100%
happy…
Group your products suggestively
From Nosto to Inviqa, your email platform provider and 3rd party logistics company, all of the businesses you work with have incredible
experience with clients larger, smaller, more intricate and complicated businesses than your own
- this experience will prove invaluable in a face to face meeting to discuss peak planning. Lean on
them as much as possible…
Localised PPC…for the store
Ensure you have enough visuals!
Give forecasts to 3rd party logistics partner
Split up your database…
Showcase your services
In fact, get close to all of your partners…
Don’t miss out on market opportunities
Work with businesses in your vertical to sell your goods for you…
Use your stores for visual cue ideas
Get your stock levels up - high enough to cope with your forecasts!
In this webinar we will look at the following KPIs…
✓ Traffic
✓ Conversion rate
✓Average order value
✓ Bounce rate
TRAFFIC
28.7% Largest increase in
traffic - UK
YEAR ON YEAR NUMBER OF VISITS %
Traffic
TOP THREE TIPS FOR Q4:
✓ Engaging content - e.g. gift ideas
✓ Tailored email
✓ Qualified traffic
Traffic
CONVERSIONRATE
3.85% Average conversion
rate in UK
Conversion rate
CONVERSION RATE (CR) %
TOP THREE TIPS:
✓ Free shipping and clear returns
✓ Streamline payments
✓ Create urgency
Conversion rate
AVERAGE ORDER VALUE
£135 Average order value in UK
Average Order Value
AVERAGE ORDER VALUE (AOV) €
TOP THREE TIPS:
✓ Product exposure
✓ Dynamic upselling
✓ Fill gift budget
Average Order Value
BOUNCERATE
41% Average bounce rate
in UK
Bounce rate
BOUNCE RATE %
TOP THREE TIPS:
✓ Dynamic content
✓ Landing page optimisation
✓ Relevant alternatives
Bounce rate
Brett Lawrence [email protected]
Lewis Hamilton [email protected]
Patrick Obolgogiani [email protected]
Q&A