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Online Ready to Wear: customer experience, expectations and loyalty Feedback from more than 8,800 web users and competitive benchmark

e-Performance Observatory-Ready to Wear

YUSEO gathered feedback and expectations of more than 8,800 online buyers purchasing clothing via Internet

London, 14th June 2012 – Ready-to-Wear is undoubtedly one of the major e-commerce fields of business where numerous retailers with different backgrounds and strategies face each other on a daily basis. Pure players as well as high street retailers are clearly looking to deliver a “top of the breed” customer experience with seduction as well as loyalty at stake.

For the 2nd edition of its online customer experience competitive benchmark on this secor, YUSEO gathered feedback and expectations of more than 8,800 online buyers purchasing clothing via Internet. With only 16% of them declaring they never gave up (over the last 12 months) when purchasing / looking for clothing goods online, it pinpoints the importance of the online customer experience facing more demanding clients.

In this context, the results of YUSEO’s Observatory focused on the seduction and attractiveness of the sites of 12 major retailers (such as Asos, Boohoo, H&M, Next, Net a Porter, M&S, New Look, Top Shop or Zara) are all the more meaningful. With Top Shop and River Island doing quite well, M&S being the only one consolidating its position from 2011, other retailers position themselves probably at a slightly unexpected place …


The competition being one click away never sounded as strong …

When, for more than 8,800 online buyers (who purchased at least 1 clothing item online over the last 12 months, with an average between 4 and 5) only 16% of them declare they never gave up their browsing, the issues at stake in relation to the quality of the online customer experience are set. In fact, 29% of the online consumers admit they gave up often enough, up to once out of twice or even more.
The main reasons identified when giving up are « too expensive delivery service » (65%) well ahead, followed by « missing or unavailable products » (36%) and « prices and promotions not attractive enough » (34%). It is also interesting to note that with 33% the quality of the online merchandising is in a close 4th position (smoothness of the navigation and efficiency of the customer journey) followed by a surprising 26% related to an insufficient payment security.

Also, a crucial question is what did they do once giving up on the web site they were on? On this matter, there is little questioning regarding the risk to make the competitors’ day: 53% of the “giving up consumers” went to the competition (48% online, the others in a shop). Only 23% gave a « second chance » to the brand they were using, 60% of them finally deciding to purchase in the shop!

Online customer experience: competitive review of the sites’ attractiveness…

The second part of the survey involved more than 1,500 female online buyers in a real use situation where they actually navigated on the 12 sites tested to measure their online experience. It enabled to pinpoint the impact of the design and the online merchandising of the different e-retailers on their « attractiveness » as a direct consequence of the navigation in accordance to their expectations and needs.

In perspective of the data related to the « giving up » frequency, more than ever every detail matters to reassure and build up loyalty with a web user discovering a site.

Because the Observatory relies on the principle of “comparing comparable things », the competitive benchmark delivers actionable insights on the topics directly and significantly impacting the online customer experience and the satisfaction.

Beyond the quality of the products and their price, which are obvious key topics to compete on such market, the specific focus is on “how the goods are actually presented and accessible online” to favour a pleasant and satisfying purchase experience … Overall, as shown on the mapping, Top Shop and River Island are doing pretty well compared to the others in terms of consistency and quality of the customer journey and the satisfaction induced.

All results are available on www.eperformance-observatory.com

For any additional details contact us on 0207 903 5102 - Julie Mallet (jmallet@yuseo.com)
The study took place between April 28th and May 12th 2012

Yuseo– specialist in digital behavioural analysis – Where Usability and utility meet Marketing
Leader in France in the digital User Experience surveys, Yuseo has dedicated itself for 11 years in managing customer behavioural studies to deliver hands-on recommendations on different interfaces (Internet, Tablets, Software, Cell Phones …) in projects with significant international exposure (Europe, USA, Japan, China). Awarded in the DELOITTE EMEA «Technology Fast 500», Yuseo offers a unique positioning based on its proprietary online behavioural analysis tools (WebBehave and Yuscard) developed by its in house R&D team to deliver a relevant and actionable measure of the customer experience. Introduced in 2005, such qualified and quantitative measure of the online customer journeys enables to prioritise the drawbacks directly impacting the satisfaction, image and attractiveness of the site.