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

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
2 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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/
3 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. The Online Purchase Experience Ranking …back to Europe, in Paris The Online Purchase Experience series 2015 2016 2017
4 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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?
5 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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%
6 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 34 complete Purchase Experiences on US Websites… What we did 30 Monobrands + 3 E-tailers + 1 French Department Store
7 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
8 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
9 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 1. Account Registration Process
10 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
11 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 1. Account Registration Process: example Prada What came out Favourite Boutique Favorite boutique (progressive)
12 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
13 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 1. Account Registration Process: example Farfetch What came out Content Preferences Women / Men / Kids Language Designers Product Categories Newsletter lists
14 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 1. Account Registration Process: example Hugo Boss What came out Favourite Brand and Interests My interests My brands
15 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 1. Account Registration Process: example Prada What came out Social Login Login with your social network account FB, Twitter, G+, Instagram
16 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 2. Welcome email
17 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
18 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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)
19 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2. Welcome email: example Net-a-Porter What came out Welcome email series FIRST EMAIL Bienvenue. Approchez, nous avons quelque chose pour vous SECOND EMAIL Personnalisez votre compte NET-A-PORTER THIRD EMAIL Une expérience shopping inégalée avec NET-A-PORTER Fashion in one click NAP app makes your purchases easier Join the conversation
20 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2. Welcome email: example Fendi What came out Value-added services Pick-up in Boutique Book an appointment Premium services
21 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2. Welcome email: example Valentino What came out Store Locator
22 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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"
23 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 3. Abandoned Cart
24 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3. Abandoned Cart: Key findings What came out Offer Customer Assistance Almost half panel sent a specific email for Abandoned Cart
25 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3. Abandoned Cart: example Balenciaga What came out Series with recommendation
26 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3. Abandoned Cart: example Zegna What came out Right tone of voice Your order is waiting for you We have saved the content of your cart, to be ready when you are
27 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 4. Customer Service Assistance
28 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
29 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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 correctly transmitted, we will reply to you shortly. 24 Sèvres Galeries Lafayette
30 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
31 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4. Customer Service Assistance: example 24 Sèvres What came out Good argumentation for Cross-Channel Services
32 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
33 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
34 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 5. Purchase Process: Key findings
35 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
36 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5. Purchase Process: examples Brunello Cucinelli and Chanel What came out Information about packaging Brunello Cucinelli Chanel
37 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5. Purchase Process: example Tod’s What came out Number of steps
38 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5. Purchase Process: example Galeries Lafayette What came out French cards and Installment payment Installment Payment Cofinoga Carte Bancaire
39 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5. Purchase Process: example Ray-Ban What came out Apple Pay Apple pay
40 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5. Purchase Process: example Cartier What came out Shipping confirmation via SMS Receive an SMS from the courier before the delivery
41 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5. Purchase Process: example Saks from NYC Report What came out Thank-you email after purchase
42 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5. Purchase Process: example Galeries Lafayette What came out Feedback after purchase
43 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 6. Packaging
44 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
45 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6. Packaging: examples 24 Sèvres and Galeries Lafayette What came out Messages on External Box Open with joy Thank you for your order #galerieslafayette
46 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6. Packaging: example 24 Sèvres What came out “Wow Effect” at External Box opening
47 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6. Packaging: examples Burberry and Brunello Cucinelli What came out Improvements in External Box opening 2017 Paris Test2016 NYC Test Burberry Brunello Cucinelli
48 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6. Packaging: worst practice examples What came out Some bare effects remain
49 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6. Packaging: best practice examples What came out Quality of product boxes Louis Vuitton Brunello CucinelliGucci
50 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6. Packaging: worst practice example What came out Product box not included
51 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6. Packaging: examples Brunello Cucinelli and 24 Sèvres What came out Thanks cards with handwritten format
52 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6. Packaging: example Brunello Cucinelli What came out Luxury details
53 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 7. Return Process
54 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
55 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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.
56 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7. Return Procedure: example Farfetch What came out Return Instore
57 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7. Return Procedure: examples Fendi, Gucci and 24 Sèvres What came out Visual aid
58 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
59 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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?
60 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Criteria performances How to build a good purchasing experience? Online Purchasing Experience Criteria 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%
61 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
62 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. The Online Purchase Experience Matrix – SS17 Paris Avge Avge Max Score Max Score Min Score Min Score Physical Customer Engagement Touch Points DigitalCustomerEngagementTouchPoints How to build a good purchasing experience?
63 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 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
66 © Copyright 2017-2019 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. WEBINAR CONTACTLAB http://contactlab.com/it/landing/webinar/ HOME > EVENTI E RISORSE > WEBINAR Prossimi webinar: • Contactlab e Salesforce Commerce Cloud: un’integrazione per potenziare il tuo business (14 dicembre) Rimani aggiornato sui prossimi Webinar
Grazie! Francesca Borgonovo Digital Analyst francesca.borgonovo@contactlab.com Micaela Raimondi Marketing & Communication Director micaela.raimondi@contactlab.com
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NEW EDITION! Il caso del “luxury feeling”: best practice sull’esperienza d’acquisto online.

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