NEW EDITION! Il caso del “luxury feeling”: best practice sull’esperienza d’acquisto online

Il caso del “luxury feeling”:

best practice sull’esperienza d’acquisto online

Francesca Borgonovo, Digital Analyst, Contactlab

Micaela Raimondi, Marketing & Communication Director, Contactlab

Milan, 17 October 2017

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The Online Purchase Experience Ranking …back to Europe, in Paris

A privileged observatory on Luxury market

Our data-driven methodology led us to have a

privileged observatory on brands digital strategies

benchmarking brands position within their sector.

The Luxury Goods reports - in partnership with

Exane BNP Paribas - allow us to understand market

trends and customers needs in the Fashion & Luxury

industry.

• Digital frontier

• Digital Competitive map

• Email Competitive map

• Online Offer Dive

• Pricing Landscape

• Online Purchase Experience

• Luxury in…China / Russia / South Korea / India

Find out more:http://contactlab.com/en/more/reports/

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The Online Purchase Experience Ranking …back to Europe, in Paris

The Online Purchase Experience series

2015 2016 2017

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The Online Purchase Experience Ranking …back to Europe, in Paris

Agenda

Why the E-commerce experience matters in Fashion & Luxury

What we did

What came out

How to build a good purchase experience?

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Why the E-commerce experience matters in Fashion & Luxury

The online shopping affects already more than 12% of total sales…

4,8% 5,1%

6,7%7,0%

0%

2%

4%

6%

8%

10%

12%

14%

2015 2016

E-commerce only and Cross-Channel Clients (% retail revenues, worldwide)

11.5%

E-commerce only

Cross-Channel

12.1%

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34 complete Purchase Experiences on US Websites…What we did

30 Monobrands + 3 E-tailers + 1 French Department Store

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ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

…from Account Registration to Product Return, going through 139 touch points…

Source: Contactlab Analysis

The Online

Purchase

Experience

“Una tantum”

Steps

What we did

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

44 Parameters related to Physical Touch Points

50 Parameters related to Digital Touch Points

45 Parameters related to Digital Touch Points

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What we did

…looking for…

LUXURY FEELING

ATTENTION TO DETAILS / EXTRA TOUCHES

RESPONSIVENESS

PERSONALIZATION AND RIGHT TONE OF VOICE

CROSS-CHANNEL ONLINE/OFFLINE SYNERGIES

….AND ABOVE ALL CONSISTENCY

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What came out

ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

1. Account Registration Process

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1. Account Registration Process: Key findings

What came out

Cross Channel

engagement

Data collection

Only 4 brands asked for Preferred Boutique

Still few brands asked for user’s contact and

communication content preferences

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1. Account Registration Process: example Prada

What came out

Favourite Boutique

Favorite boutique(progressive)

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1. Account Registration Process: example Galeries Lafayette

What came out

Contact Preferences

I would like to receive information from Galeries Lafayette via Mail / Email / SMS

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1. Account Registration Process: example Farfetch

What came out

Content Preferences

Women / Men / Kids

Language

Designers

Product Categories

Newsletter lists

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1. Account Registration Process: example Hugo Boss

What came out

Favourite Brand and Interests

My interests

My brands

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1. Account Registration Process: example Prada

What came out

Social Login

Login with your social network account

FB, Twitter, G+, Instagram

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What came out

ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

2. Welcome email

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2. Welcome email: Key findings

What came out

Opportunity to

introduce the brand’s

world

Not all the brands sent Welcome email

Only 4 Brands sent Welcome Email Series

Only 3 brands promoted their Value-Added Services

12 Monobrands included a link to Store Finder

No high visibility to brand’s Social Media

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2. Welcome email: example Gucci

What came out

Welcome email series

FIRST EMAIL:Bienvenue chez GUCCI

SECOND EMAIL:Bienvenue dans la nouvelle vision de Gucci

THIRD EMAIL:Découvrez la collection Gucci Pre-Fall 2017

(female registration) (male registration)

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2. Welcome email: example Net-a-Porter

What came out

Welcome email series

FIRST EMAILBienvenue. Approchez, nous avons quelque chose pour vous

SECOND EMAILPersonnalisez votre compte NET-A-PORTER

THIRD EMAILUne expérience shopping inégalée avec NET-A-PORTER

Fashion in one clickNAP app makes your purchases easier

Join the conversation

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2. Welcome email: example Fendi

What came out

Value-added services

Pick-up in Boutique

Book an appointment

Premium services

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2. Welcome email: example Valentino

What came out

Store Locator

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2. Welcome email: example Zegna

What came out

Brand Heritage

The company was founded in 1910 in Trivero, northern Italy, by the young entrepreneur Ermenegildo Zegna, whose mission was to make "the most beautiful fabrics in the world"

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What came out

ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

3. Abandoned Cart

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3. Abandoned Cart: Key findings

What came out

Offer Customer Assistance Almost half panel sent a specific email for Abandoned Cart

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3. Abandoned Cart: example Balenciaga

What came out

Series with recommendation

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3. Abandoned Cart: example Zegna

What came out

Right tone of voice

Your order is waiting for youWe have saved the content of your cart,to be ready when you are

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What came out

ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

4. Customer Service Assistance

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4. Customer Service Assistance: Key findings

What came out

Are brands taking

enough care?

Collect user’s feedback

One brand did not reply to inquiries

Only 2 brands sent a Satisfaction Survey via email

after Customer Assistance

Overall good responsiveness and quality in

argumentation, both via email and chat

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4. Customer Service Assistance: examples 24 Sèvres and Galeries Lafayette

What came out

Confirmation Message on web

Your message was sent

Thank you! Your message was correctlytransmitted, we will reply to you shortly.

24 Sèvres Galeries Lafayette

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4. Customer Service Assistance: example Dior

What came out

Good argumentation and right tone of voice

"Our Dior ambassadors will be delighted to help you purchase the item of your dreams.

To do this, we invite you to provide us with your complete contact details, including your phone number and address.

In order to benefit from our consultants’ expertise, we would like to ask you to provide us the details of the product that caught your attention…’’

Reply via email Web Live Chat

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4. Customer Service Assistance: example 24 Sèvres

What came out

Good argumentation for Cross-Channel Services

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4. Customer Service Assistance: example Brunello Cucinelli

What came out

Practical Support for clients

Reply email

Attachment in email showing how to select pick-up instore

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4. Customer Service Assistance: examples Farfetch and Ray-Ban

What came out

Satisfaction Survey after Customer Assistance

Farfetch with a dedicated email Ray-Ban with link in Reply email

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What came out

ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

5. Purchase Process: Key findings

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5. Purchase Process: Key findings

What came out

Easy purchase process

for users

Attention to

communications

Not all brands offered French Credit Cards (Carte Bleu

and/or Carte Bancaire) option

Few brands offered Wire Transfer and Cash on delivery

options

All brands sent Shipping Confirmation emails

Only 3 brands sent a Product Delivery Confirmation email

Show gratitude No brand sending specific Thank-you Email after purchase

More brands give now information on Packaging

Six brands sent Surveys via email

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5. Purchase Process: examples Brunello Cucinelli and Chanel

What came out

Information about packaging

Brunello Cucinelli Chanel

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5. Purchase Process: example Tod’s

What came out

Number of steps

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5. Purchase Process: example Galeries Lafayette

What came out

French cards and Installment payment

Installment PaymentCofinoga

Carte Bancaire

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5. Purchase Process: example Ray-Ban

What came out

Apple Pay

Apple pay

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5. Purchase Process: example Cartier

What came out

Shipping confirmation via SMS

Receive an SMS from the courier before the delivery

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5. Purchase Process: example Saks from NYC Report

What came out

Thank-you email after purchase

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5. Purchase Process: example Galeries Lafayette

What came out

Feedback after purchase

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What came out

ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

6. Packaging

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6. Packaging: Key findings

What came out

Quality and accuracy

Some brands offered a real “Wow effect” at box

opening, others made a “Not so Luxury” first impact

Some brands stood out for Product Box accuracy,

others adopted cheaper solutions

15 brands included a dedicated Thanks card

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6. Packaging: examples 24 Sèvres and Galeries Lafayette

What came out

Messages on External Box

Open with joy

Thank you for your order#galerieslafayette

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6. Packaging: example 24 Sèvres

What came out

“Wow Effect” at External Box opening

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6. Packaging: examples Burberry and Brunello Cucinelli

What came out

Improvements in External Box opening

2017 Paris Test2016 NYC Test

Burberry

Brunello Cucinelli

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6. Packaging: worst practice examples

What came out

Some bare effects remain

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6. Packaging: best practice examples

What came out

Quality of product boxes

Louis Vuitton Brunello CucinelliGucci

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6. Packaging: worst practice example

What came out

Product box not included

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6. Packaging: examples Brunello Cucinelli and 24 Sèvres

What came out

Thanks cards with handwritten format

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6. Packaging: example Brunello Cucinelli

What came out

Luxury details

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What came out

ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

7. Return Process

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7. Return Procedure: Key findings

What came out

Does it mean brands

really care?

Return procedure generally free and easy

Only half panel offered Return and Exchange In-Store

7 brands required customers to go to the Post Office or

Courier drop-off point for returning goods

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7. Return Procedure: examples Saint Laurent and Farfetch

What came out

Max time for Return

Saint Laurent Direct

Saint Laurent via Farfetch

30 days max

14 days max

vs.

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7. Return Procedure: example Farfetch

What came out

Return Instore

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7. Return Procedure: examples Fendi, Gucci and 24 Sèvres

What came out

Visual aid

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7. Return Procedure: example 24 Sèvres

What came out

Return communications

Email 1: RETURN REQUEST RECEIVED Email 2: RETURNED PRODUCT RECEIVED Email 3: REFUND CONFIRMATION

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How to build a good purchasing experience?How to build a good purchasing experience?

ABANDONED CART

CUSTOMER SERVICE ASSISTANCE

PURCHASE PROCESS

PACKAGING

RETURN PROCESS

ACCOUNT REGISTRATION PROCESS

WELCOME EMAIL

…AND SO, WHAT DID WE LEARN?

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Criteria performances

How to build a good purchasing experience?

Online Purchasing ExperienceCriteria

Score over Maximum Potential %Touch Point Prevalence

Physical Digital

RETURN COMMUNICATIONS 62% X

CUSTOMER SERVICE ASSISTANCE 55% X

RETURN PROCEDURE 53% X

DELIVERY 52% X

PURCHASING COMMUNICATIONS 51% X

INTERNAL PACKAGING 48% X

ORDERING 47% X

DOCUMENTS INSIDE PACKAGING 44% X

ABANDONED CART 33% X

EXTERNAL PACKAGING 33% X

Total Panel 48%

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There are still some possible areas for improvements

How to build a good purchasing experience?

Links with Socials still very limited

Links with Stores still limited

No brand sending Thank-you email after purchase

Still some bare effect at box opening

Some brand not using fillers at all, or using cheap plastic fillers

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The Online Purchase Experience Matrix – SS17 Paris

Avge

Avge

Max

Score

Max

Score

Min

Score

Min

Score Physical Customer Engagement Touch Points

Dig

ital

Cu

sto

mer

En

gage

men

t To

uch

Po

ints

How to build a good purchasing experience?

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Keep the Luxury Feeling!

How to build a good purchasing experience?

Pay attention to details and try to add a luxury touch in all the steps

Clients look for experiences and expect the best

Create Cross-Channel synergies

Forget borders between online and offline

Collect information and data to know your clients better

Make engagement more personal

Want more? Go premium!

The PREMIUM version gives full access to the complete database ( ca. 4700 excel cells) evaluating the Online Purchasing Process of

34 major players in the Fashion & Luxury industry, a unique source for benchmarking and improving the Ecommerce experience of

your brand. This offer is available exclusively for fashion and retail brands.

Online Offer Dive & Pricing Landscape

What you get Full Pack Bronze

Analyses of additional

brand(s) not included in the

Purchase Experience in Paris

2017 panel*

Full deck Purchase Experience in Paris 2017:

• Key findings and slide deck with ca. 150 pages of in-depth analysis

• 12 summary tables

For each of the 34 brands analyzed:

• Customer Assistance Dialogues ( via Email and Chat)

• Accounts registration forms

• Payment options table

• Communication Emails ( welcome, abandoned cart, purchasing,

returns)

• Packaging pictures ( external, internal, product box, fillers,…)

• Documentation inside packaging pictures (thank you cards, gift cards,

envelopes, return forms and labels, product care leaflets…)

X On demand

Total 4,000 euro + VAT On demand

Q&A

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Francesca Borgonovo

Digital Analyst

francesca.borgonovo@contactlab.com

Micaela Raimondi

Marketing & Communication Director

micaela.raimondi@contactlab.com

SONDAGGIO