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The “luxury feeling” case:
best practice in online purchasing experience
Alexandra Bertasio, Junior Data Analyst, Contactl...
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Thanks!
Alexandra Bertasio
Data Analyst
alexandra.bertasio@contactlab.com
Micaela Raimondi
Marketing & Communication Direc...
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SEND WEBINAR | The "luxury feeling" case: best practice in online purchase experience

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Digital Analyst Alexandra Bertasio comments the research by Contactlab and Exane BNP Paribas, investigating the physical and digital customer experience during the entire online purchasing process.

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SEND WEBINAR | The "luxury feeling" case: best practice in online purchase experience

  1. 1. The “luxury feeling” case: best practice in online purchasing experience Alexandra Bertasio, Junior Data Analyst, Contactlab Micaela Raimondi, Marketing & Communication Director, Contactlab
  2. 2. 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: from Milan to New York City 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… Find out more: http://contactlab.com/en/more/reports/
  3. 3. 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: from Milan to New York City Agenda Why the E-commerce experience matters in Fashion & Luxury What we did What came out How to build a good purchasing experience?
  4. 4. 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. Why the E-commerce experience matters in Fashion & Luxury The online shopping affects already more than 12% of total sales… E-commerce only and Cross-Channel Clients (% retail revenues, worldwide) Source Contactlab Analysis ca. 12% ca. 23% Customers with E-commerce only purchases Customers with Cross-Channel purchases …projected to reach 20-25% by 2020
  5. 5. 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. 36 complete Purchase Experiences on US Websites… What we did 31 Monobrands + 5 Multibrand Luxury Retailers
  6. 6. 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. ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS …from Account Registration to Product Return, going through 122 touch points… Source: Contactlab Analysis The Online Purchase Experience “Una tantum” Steps What we did ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 39 Parameters related to Physical Touch Points 41 Parameters related to Digital Touch Points 42 Parameters related to Digital Touch Points
  7. 7. 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. 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
  8. 8. 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 came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 1. Account Registration Process
  9. 9. 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. 1. Account Registration Process: Key findings What came out
  10. 10. 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 Only 3 brands asked for Preferred Boutique
  11. 11. 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: best practice example What came out Store of preference
  12. 12. 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: Key findings What came out Cross Channel engagement Data collection Only 3 brands asked for Preferred Boutique Still few brands asked for user’s contact preferences
  13. 13. 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: best practice example What came out Manage my email settings
  14. 14. 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: best practice example What came out “How would you like to be addressed?”
  15. 15. 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. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 2. Welcome email
  16. 16. 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. 2. Welcome email: Key findings What came out
  17. 17. 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
  18. 18. 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: Key findings What came out Opportunity to introduce the brand’s world Not all the brands sent Welcome email Only 7 Brands sent Welcome Email Series
  19. 19. 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: best practice example What came out Welcome to NET-A-PORTER How to stay stylishly in the know More from NET-A-PORTER How can we help you Welcome email series
  20. 20. 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: Key findings What came out Opportunity to introduce the brand’s world Not all the brands sent Welcome email Only 7 Brands sent Welcome Email Series Only 8 brands promoted their Value-Added Services
  21. 21. 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: best practice example What came out Welcome email Website Style Advisor Service
  22. 22. 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: Key findings What came out Opportunity to introduce the brand’s world Not all the brands sent Welcome email Only 7 Brands sent Welcome Email Series Only 8 brands promoted their Value-Added Services 12 Monobrands included a link to Store Finder
  23. 23. 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. 2. Welcome email: best practice example What came out Store Locator Welcome email Website
  24. 24. 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. 2. Welcome email: Key findings What came out Opportunity to introduce the brand’s world Not all the brands sent Welcome email Only 7 Brands sent Welcome Email Series Only 8 brands promoted their Value-Added Services 12 Monobrands included a link to Store Finder Some brands didn’t give any visibility to Social Media
  25. 25. 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. 2. Welcome email: best practice example What came out Dedicated email for Social Media Dedicated box for Social Media
  26. 26. 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. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 3. Abandoned Cart
  27. 27. 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. 3. Abandoned Cart: Key findings What came out
  28. 28. 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. 3. Abandoned Cart: best practice example What came out Customer Service Focus
  29. 29. 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. 3. Abandoned Cart: worst practice example What came out Too pushy approach Don't forget about your shopping bag...it's full! Don't forget about your shopping bag Reminder: Your Saks Bag is Full Last chance...your Saks bag is full.
  30. 30. 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. 3. Abandoned Cart: Key findings What came out Offer Customer Assistance Just 1/3 of Monobrands sent a specific email for Abandoned Cart Many brands missed the opportunity to link email to Store Locator
  31. 31. 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. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 4. Customer Service Assistance
  32. 32. 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: Key findings What came out
  33. 33. 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: Key findings What came out Are brands taking enough care? Surprisingly some important luxury brands did not reply to inquiries
  34. 34. 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. 4. Customer Service Assistance: worst practice example What came out No reply to inquiries Confirmation email No reply to inquiry
  35. 35. 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. 4. Customer Service Assistance: best practice example What came out Good argumentation and right tone of voice "I am pleased to confirm we do offer complimentary next day pick up in store for online purchases. This service is free, and in order to receive the item the day after you would have to place the order before 5:00pm Eastern Time" “Please note the store would not be able to directly refund an online purchase, but they would facilitate the return by shipping the order back to our warehouse. We would then refund your card as soon as we receive the item back at the warehouse.” "I am also pleased to confirm we can definitely ship an online order to the Hotel, but we are not able to do that for in-store purchases, as stores are not able to ship. Should you need to deliver an in-store purchase to your Hotel we would have to partner with the managers in the store”
  36. 36. 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. 4. Customer Service Assistance: Key findings What came out Are brands taking enough care? Collect user’s feedback Surprisingly some important luxury brands did not reply to inquiries Only one brand sent a Satisfaction Survey via email after Customer Assistance
  37. 37. 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. 4. Customer Service Assistance: best practice example What came out Satisfaction Survey after Customer Assistance
  38. 38. 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. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 5. Purchase Process: Key findings
  39. 39. 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: Key findings What came out
  40. 40. 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: Key findings What came out Easy purchase process for users Only 3 brands offered Chinese Union Pay Credit Card option Few brands offered Delivery to Store, Saturday/Sunday delivery
  41. 41. 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: best practice example What came out Delivery to Store
  42. 42. 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: Key findings What came out Easy purchase process for users Attention to Security Issues Only 3 brands offered Chinese Union Pay Credit Card option Few brands offered Delivery to Store, Saturday/Sunday delivery Only 3 brands asked for Signature at delivery Only 2 brands sent a Product Delivery Confirmation email
  43. 43. 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. 5. Purchase Process: best practice example What came out Package Delivery Confirmation email
  44. 44. 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. 5. Purchase Process: Key findings What came out Easy purchase process for users Attention to Security Issues Only 3 brands offered Chinese Union Pay Credit Card option Few brands offered Delivery to Store, Saturday/Sunday delivery Only 3 brands asked for Signature at delivery Only 2 brands sent a Product Delivery Confirmation email Show gratitude Only 1 sent a dedicated Thank-you Email
  45. 45. 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. 5. Purchase Process: best practice example What came out Thank you email
  46. 46. 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. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 6. Packaging
  47. 47. 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: Key findings What came out
  48. 48. 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: 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
  49. 49. 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 example What came out “Wow Effect” at External Box opening can be impressive…
  50. 50. 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 …but also quite desolate!
  51. 51. 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: 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
  52. 52. 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: best practice example What came out The quality and accuracy of product wrapping can be luxurious…
  53. 53. 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. 6. Packaging: worst practice example What came out …but also quite disappointing!
  54. 54. 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. 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 Only 12 brands included a dedicated Thanks card
  55. 55. 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. 6. Packaging: best practice example What came out Thanks card in evidence at external box opening
  56. 56. 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. What came out ABANDONED CART CUSTOMER SERVICE ASSISTANCE PURCHASE PROCESS PACKAGING RETURN PROCESS ACCOUNT REGISTRATION PROCESS WELCOME EMAIL 7. Return Process
  57. 57. 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: Key findings What came out
  58. 58. 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: best practice example What came out Unlimited time for Return and Exchange
  59. 59. 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. 7. Return Procedure: Key findings What came out Does it mean brands really care? Ca. 1/3 of brands applied a charge to return goods Only half panel offered Return and Exchange In-Store 2/3 of panel brands required customers to go to the Post Office to return goods
  60. 60. 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. 7. Return Procedure: best practice example What came out Cartier visual aid remaining the most appealing and useful support
  61. 61. 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. 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 HAVE WE LEARNED?
  62. 62. 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. 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
  63. 63. 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. The Online Purchase Experience Matrix – SS16 NYC Source Contactlab Analysis How to build a good purchasing experience? Versione di eva
  64. 64. 64 © 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 following us! How to build a good purchasing experience? New Reports work in progress (planned for 2017) Luxury in…Russia Luxury in…China New editions of Digital competitive Map Email competitive map Online offer dive & Pricing Landscape Digital frontier Online Purchase Experience in… Stay tuned! http://contactlab.com/en/more/reports/
  65. 65. Thanks! Alexandra Bertasio Data Analyst alexandra.bertasio@contactlab.com Micaela Raimondi Marketing & Communication Director micaela.raimondi@contactlab.com

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