La presentazione della nuova edizione della ricerca “The Online Purchase Experience Ranking” realizzata da Contactlab ed Exane BNP Paribas, che analizza l’esperienza di acquisto online nel fashion&luxury.

1. 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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© 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/

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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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 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

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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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

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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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 correctly
transmitted, 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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© Copyright 2016 Contactlab
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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 Payment
Cofinoga
Carte Bancaire

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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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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© Copyright 2016 Contactlab
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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 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%

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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
DigitalCustomerEngagementTouchPoints
How to build a good purchasing experience?

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© Copyright 2016 Contactlab
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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

64. 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

65. Q&A

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67. Grazie!
Francesca Borgonovo
Digital Analyst
francesca.borgonovo@contactlab.com
Micaela Raimondi
Marketing & Communication Director
micaela.raimondi@contactlab.com

68. SONDAGGIO