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Transform Fashion Retail Report 2015

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Transform's Fashion Retail Report 2015 analyses 10 key areas including mobile, PDP design, social, fulfilment, international, customer service and site speed, combining 93 data points to provide 58 fashion retailers with a score for each area. Each retailer can review their own performance against that of their competitors in addition to seeing key trends in the industry.

John Lewis may be leading the way but fashion houses River Island, House of Fraser and Schuh are right behind, and surpassing it in some key areas.

For more information please contact enquiries@transformUK.com

Publié dans : Business
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Transform Fashion Retail Report 2015

  1. 1. Page 2 Table of Contents Introduction��������������������������������������������������������4 Retail Survey – Overall table��������������������������������6 Experience Areas������������������������������������������������8 Checkout ��������������������������������������������������������������8 Checkout comparison����������������������������������������10 Customer service������������������������������������������������12 Customer service comparison��������������������������14 Fulfilment������������������������������������������������������������17 Fulfilment comparison ��������������������������������������21 International support�����������������������������������������25 International support comparison������������������� 29 Mobile support����������������������������������������������������33 Mobile support comparison����������������������������� 35 Product detail pages ������������������������������������������37 Product detail pages comparison��������������������� 39 Returns��������������������������������������������������������������� 43 Returns comparison �����������������������������������������44 Search����������������������������������������������������������������� 46 Search comparison�������������������������������������������48 Social�������������������������������������������������������������������52 Social comparison���������������������������������������������56 Detailed Retailer Reviews���������������������������60 Abercrombie Fitch �����������������������������������������60 All Saints������������������������������������������������������������� 62 ASOS������������������������������������������������������������������� 64 Austin Reed ������������������������������������������������������� 66 BHS���������������������������������������������������������������������68 Blue Inc��������������������������������������������������������������� 70 Boden������������������������������������������������������������������72 Burberry��������������������������������������������������������������74 Burton����������������������������������������������������������������� 76 Clarks������������������������������������������������������������������ 78 Coast�������������������������������������������������������������������80 Debenhams �������������������������������������������������������82 Dorothy Perkins�������������������������������������������������84 Dune�������������������������������������������������������������������86 Evans�������������������������������������������������������������������88 Fatface�����������������������������������������������������������������90 French Connection������������������������������������������� 92 Gap��������������������������������������������������������������������� 94 HM ������������������������������������������������������������������� 96 Harvey Nichols��������������������������������������������������� 98 Hobbs���������������������������������������������������������������100 Hollister�������������������������������������������������������������102 House of Fraser �����������������������������������������������104 Jack Wills ���������������������������������������������������������106 JD Sports�����������������������������������������������������������108 Jigsaw����������������������������������������������������������������110 John Lewis��������������������������������������������������������112 Jones Bootmaker����������������������������������������������114 Joules����������������������������������������������������������������116 Karen Millen������������������������������������������������������118 Littlewoods�������������������������������������������������������120 LK Bennett ������������������������������������������������������� 122 Marks Spencer����������������������������������������������� 124 Matalan������������������������������������������������������������� 126 Matches������������������������������������������������������������� 128 Miss Selfridge��������������������������������������������������� 130 Moss Bros��������������������������������������������������������� 132 Net a Porter ����������������������������������������������������� 134 New Look��������������������������������������������������������� 136 Next������������������������������������������������������������������� 138 Oasis�����������������������������������������������������������������140 Office����������������������������������������������������������������� 142 Peacocks����������������������������������������������������������� 144 Phase Eight������������������������������������������������������� 146 Reiss ����������������������������������������������������������������� 148 River Island�������������������������������������������������������150 Russell Bromley ������������������������������������������� 152 Schuh ��������������������������������������������������������������� 154 Selfridges ��������������������������������������������������������� 156 Superdry����������������������������������������������������������� 158 Ted Baker ���������������������������������������������������������160 Topshop����������������������������������������������������������� 162 Very������������������������������������������������������������������� 164 Wallis����������������������������������������������������������������� 166 Warehouse������������������������������������������������������� 168 Whistles������������������������������������������������������������� 170 White Stuff ��������������������������������������������������������172 Zara��������������������������������������������������������������������174
  2. 2. Page 3 Is guest checkout available? ������������������������������������������������������������������������������������������������� 8 ASOS’ guest checkout����������������������������������������������������������������������������������������������������������� 8 Debenhams’ guest checkout������������������������������������������������������������������������������������������������� 8 The Jigsaw and MS guest checkout implementations������������������������������������������������������� 9 Paypal offered as a payment method in checkout��������������������������������������������������������������� 9 Number of clicks required to checkout��������������������������������������������������������������������������������� 9 Schuh’s use of live chat������������������������������������������������������������������������������������������������������� 12 Contact methods offered by retailers��������������������������������������������������������������������������������� 12 Availability of customer service ����������������������������������������������������������������������������������������� 13 All Saints’ customer service options ����������������������������������������������������������������������������������� 13 Schuh’s video and text based chat ������������������������������������������������������������������������������������� 13 Superdry’s fulfilment options����������������������������������������������������������������������������������������������� 17 Cost of standard delivery����������������������������������������������������������������������������������������������������� 17 Spend threshold for free standard delivery������������������������������������������������������������������������� 17 Delivery promise for standard delivery������������������������������������������������������������������������������� 18 Cut-off time for next day delivery��������������������������������������������������������������������������������������� 18 Next’s 11pm cut-off������������������������������������������������������������������������������������������������������������� 18 Click collect offered��������������������������������������������������������������������������������������������������������� 19 MS UX for click collect��������������������������������������������������������������������������������������������������� 19 Debenhams’ click collect UX ������������������������������������������������������������������������������������������� 19 Retailers’ promise for when click collect will be ready in store�������������������������������������20 Retailers’ delivery options beyond weekdays, 9am – 5pm �����������������������������������������������20 Collect+ availability �������������������������������������������������������������������������������������������������������������20 Parcel tracking functionality�����������������������������������������������������������������������������������������������20 Retailers delivering to key growth markets�������������������������������������������������������������������������25 Delivery time ranges for EU, US and AU �����������������������������������������������������������������������������26 Delivery price ranges for EU, US and AU�����������������������������������������������������������������������������26 Retailers offering country-specific fulfilment propositions�����������������������������������������������26 Range between earliest and latest possible delivery date �������������������������������������������������26 Retailers offering country-specific websites����������������������������������������������������������������������� 27 John Lewis’ multilingual support����������������������������������������������������������������������������������������� 27 Next’s Russian website���������������������������������������������������������������������������������������������������������28 Dorothy Perkins country-specific fulfilment details�����������������������������������������������������������28 Matches currency selection�������������������������������������������������������������������������������������������������28 Retailers with a responsive site ������������������������������������������������������������������������������������������� 33 Retailers having native apps������������������������������������������������������������������������������������������������� 33 Platforms for which retailers have an app��������������������������������������������������������������������������� 33 Superdry’s mobile site home page ������������������������������������������������������������������������������������� 33 Users’ ratings of retailers’ iOS and Android apps ���������������������������������������������������������������34 Location-based services built into the apps�����������������������������������������������������������������������34 ASOS’ app has strong user feedback�����������������������������������������������������������������������������������34 Mobile site speed performance�������������������������������������������������������������������������������������������34 Number of images shown on the PDP������������������������������������������������������������������������������� 37 Video included on the PDP������������������������������������������������������������������������������������������������� 37 Net-a-Porter’s strong use of imagery��������������������������������������������������������������������������������� 37 Cross-sell and up-sell features on the Next PDP��������������������������������������������������������������� 37 All Saints’ returns terms�������������������������������������������������������������������������������������������������������38 Schuh’s PDP �������������������������������������������������������������������������������������������������������������������������38 PDPs featuring user reviews�������������������������������������������������������������������������������������������������38 PDPs featuring recommendations���������������������������������������������������������������������������������������38 PDPs featuring cross-sells or up-sells���������������������������������������������������������������������������������38 Retailers offering returns to store��������������������������������������������������������������������������������������� 43 Retailers offering free returns��������������������������������������������������������������������������������������������� 43 Retailers offering Collect+ for returns��������������������������������������������������������������������������������� 43 Retailers prominently displaying returns on the PDP��������������������������������������������������������� 43 Moss Bros’ returns ��������������������������������������������������������������������������������������������������������������� 43 Facets available for search���������������������������������������������������������������������������������������������������46 Search history displayed �����������������������������������������������������������������������������������������������������46 Type-ahead / auto-suggest included in the search bar�����������������������������������������������������46 Search bar type-ahead includes pictures���������������������������������������������������������������������������46 Schuh’s search facets ��������������������������������������������������������������������������������������������������������� 47 ASOS’ search bar ����������������������������������������������������������������������������������������������������������������� 47 Schuh’s search bar��������������������������������������������������������������������������������������������������������������� 47 Total number of social elements for the retailers surveyed�����������������������������������������������52 Number of Facebook followers �����������������������������������������������������������������������������������������52 Number of YouTube subscribers�����������������������������������������������������������������������������������������52 Number of YouTube views for each retailer’s most watched video�����������������������������������52 Number of tweets ��������������������������������������������������������������������������������������������������������������� 53 Number of Twitter followers����������������������������������������������������������������������������������������������� 53 Burbery’s Twitter page��������������������������������������������������������������������������������������������������������� 53 Number of Pinterest followers���������������������������������������������������������������������������������������������54 Retailers offering some form of social sharing from the PDP�������������������������������������������55 Different social sharing options offered�����������������������������������������������������������������������������55 Net-a-Porter includes sharing to Weibo�����������������������������������������������������������������������������55 Russell Bromley social sharing support���������������������������������������������������������������������������55 List of figures and screenshots
  3. 3. Page 4 Transform’s 2015 Retail Report: Fashion focuses on 58 retailers, reviewing their digital proposition across a range of dimensions and identifying relative strengths and weaknesses, and capturing best practices. The report is designed to provide you with a mirror on your business and an easy way to benchmark against peers. But we do not advocate chasing the competition. There has been a tendency to engage in an ‘arms race’ on fulfilment, or to expand the international offering based on the success some have had. Each retailer must define its proposition against its own strategy and for its particular customers, clear in what differentiators add value in their eyes and what elements are expected core basics. But at the same time, customers do compare across brands and expectations are set by the most frequently shopped or most celebrated. Many retailers have propositions that are strong in some areas, such as fulfilment, but may be let down in areas of the site where the user experience lags behind the overall offer. Similarly, while some have great usability, the fundamental offer may not be robust. A surprising finding was that many retailers had not yet put the enablers in place to offer key multichannel propositions such as click collect and that while many had implemented best practice ideas, such as guest checkout, the actual execution was weaker than expected. Some retailers of course continue to blaze a trail, being innovative, customer-focused and commercially savvy. It’s easy to identify leaders and laggards on any one of those dimensions, but it’s their combination that matters. For example, from a customer-centricity perspective one might question a retailers such as New Look who set a minimum spend threshold on click collect, yet if we use a profitability or operational lens, that conscious choice becomes quite understandable. This need to include the basic commercial analysis alongside the CX one is apparent when reviewing the International propositions. If £3.95 is the standard fee for a 3 day delivery to Europe, is there genuine enduring benefit in moving to a free delivery offer? So while this report does score each area of the proposition and thus creates a total score for the retailer, these numbers should be used to focus thinking rather than be seen as a definitive goal in themselves. Without sales data, specific customer insight, an awareness of strategic intent and operational capability, it’s speculative to judge a retailer’s proposition. And any report contrasting a Burberry with its premium, editorial, indulgent offer to a Topshop’s mass market proposition must be used judiciously. This report is also not a UX review, in which (for example) Zara would score less well, nor a review of sales volumes (where Zara would do comparatively better). Nor is it a review of visual styling and a commentary on the high gloss, image laden feel of some sites vs the more transactional feel of others. But the scoring methodology is logical and the array of elements covered is broad and thus more Introduction Rank Retailer Score #1 John Lewis 68 #2 River Island 66 #3 House of Fraser 65 #3 Schuh 65 #5 ASOS 64 #5 New Look 64 #5 Superdry 64 #8 JD Sports 62 #8 Topshop 62 #10 Miss Selfridge 61
  4. 4. Page 5 informative of the total customer experience than traditional reviews. For future editions we can consider a weighting, noting that success in social is likely to be a less significant driver of sales than checkout or search optimisation. But absent detailed analysis to prove the relative importance of each area, we have instead weighted each component equally. We would welcome engagement from fashion retailers who can work with us to refine this model. For this report earlier this year we undertook research across more than 50 and given the pace of change and competitive jostling we might expect that already some elements will be out of date as retailers evolve their propositions. In providing a single reference point on key elements of the offer we hope to enable readers to rapidly put any proposition into a wider market context. All caveats noted, nonetheless there are digital leaders who stand out and who are the highest scoring. While in all cases there are elements to improve on, we would recognise these firms intuitively, based on their commercial results, customer feedback and the quality of their teams. There is no surprise that John Lewis, Superdry, House of Fraser or Schuh feature at the top of the table. The winning firms are very digital, are omnichannel in their thinking, have developed a capability in innovation and have a strong service orientation. Others might have been expected to feature, but are let down by their proposition or capability in particular areas. Boden, a trailblazer in non-physical fashion retailing, scores less well in social, mobile international. Austin Reed is a retailer recognised as being severely challenged, and it’s no surprise it has failed to embrace digital (whether that be the cause or a symptom of its difficulties could be discussed) . Perhaps surprisingly, the younger, trendier brands (such as Jack Wills), especially if global (eg Hollister), may be adequate by US standards but deliver a comparatively poor offer to their UK customers. As ever though in retail, the most fundamental ingredient is having the right product. When those manufacturing or buying decisions come together with superb execution and excellent customer experience, as John Lewis, Superdry and others show, then great outcomes happen for both retailer and customer. We hope this report is informative and stimulating, and drives the discussion, analysis and action needed so British fashion retailers continue to succeed and excel. We very much welcome feedback on this first report and invite you to join the debate on #RRF15 Introduction
  5. 5. Page 6 Abercrombie Fitch 42 50 77 11 57 12 8 8 2 3 8 3 0 4 6 All Saints 56 20 30 57 26 57 8 8 9 7 4 4 8 3 5 ASOS 64 5 46 55 44 45 7 8 8 7 6 4 8 8 8 Austin Reed 34 57 60 37 49 37 4 8 3 3 0 5 5 5 1 BHS 52 30 61 35 51 34 8 8 7 0 5 6 8 6 4 Blue Inc 56 20 73 15 46 41 8 8 6 6 4 5 8 8 3 Boden 37 55 69 22 55 19 3 8 4 3 1 6 3 6 3 Burberry 50 37 55 47 65 4 6 8 7 10 4 4 3 2 6 Burton 57 14 57 41 55 19 5 8 9 5 7 5 10 6 2 Clarks 57 14 78 8 68 2 4 8 6 8 4 6 10 6 5 Coast 52 30 52 50 35 56 5 8 6 3 6 4 10 6 4 Debenhams 51 34 64 32 53 27 3 8 7 5 4 6 8 5 5 Dorothy Perkins 57 14 59 39 58 10 4 8 6 5 7 5 10 6 6 Dune 53 26 26 58 45 42 8 8 5 5 1 7 8 7 4 Evans 59 12 63 33 43 48 8 8 5 7 5 6 10 6 4 Fatface 53 26 68 28 49 37 8 8 6 6 2 4 10 6 3 French Connection 55 23 68 28 40 52 8 8 3 6 4 9 5 6 6 Gap 45 45 57 41 53 27 6 8 3 n/a 5 6 10 3 4 HM 41 52 85 1 65 4 2 8 3 n/a 6 6 3 5 8 Harvey Nichols 37 55 51 51 55 19 0 8 4 0 1 6 8 3 7 Hobbs 55 23 69 22 56 15 7 8 5 5 4 8 10 6 2 Hollister 31 58 73 15 53 27 4 8 0 n/a 4 4 0 4 7 House of Fraser 65 3 73 15 57 12 8 8 7 5 7 6 10 7 7 Jack Wills 39 54 75 12 58 10 3 8 2 1 6 5 5 2 7 JD Sports 62 8 57 41 43 48 8 8 6 7 9 6 8 5 5 Jigsaw 51 34 79 3 36 54 8 8 3 6 1 7 8 7 3 John Lewis 68 1 57 41 39 53 8 8 7 4 8 8 10 8 7 Jones Bootmaker 43 48 62 34 54 24 6 8 7 0 4 5 7 6 0 Joules 53 26 55 47 41 50 9 8 7 5 1 6 8 5 4 Retail Survey – Overall table Overall Site speed Mobile speed Checkout Score Customer service Score Fulfilment Score Interna- tional Score Mobile Score Product detail Page Score Returns Score Search Score Social ScoreScore Rank Score Rank Score Rank
  6. 6. Page 7 Retail Survey – Overall table Overall Site speed Mobile speed Checkout Score Customer service Score Fulfilment Score Interna- tional Score Mobile Score Product detail Page Score Returns Score Search Score Social ScoreScore Rank Score Rank Score Rank Karen Millen 53 26 53 49 50 35 4 8 5 6 6 6 10 6 2 Littlewoods 50 37 69 22 45 42 2 8 9 0 4 8 5 8 6 LK Bennett 48 43 57 41 45 42 6 8 5 6 3 7 5 6 2 Marks Spencer 57 14 79 3 50 35 6 8 7 4 6 6 8 6 6 Matalan 51 34 79 3 53 27 6 8 5 0 6 6 8 7 5 Matches 43 48 74 13 56 15 2 8 3 7 3 5 3 5 7 Miss Selfridge 61 10 39 56 57 12 8 8 8 6 5 6 10 5 5 Moss Bros 55 23 79 3 66 3 8 8 6 5 4 4 10 5 5 Net a Porter 56 20 60 37 52 32 8 8 2 7 8 6 3 6 8 New Look 64 5 58 40 70 1 8 8 8 6 5 4 10 7 8 Next 50 37 67 30 56 15 0 8 9 8 7 2 5 6 5 Oasis 49 41 49 53 36 54 4 8 6 1 6 6 7 6 5 Office 57 14 71 20 54 24 8 8 6 3 4 6 10 5 7 Peacocks 42 50 79 3 44 45 7 8 6 2 1 5 5 5 3 Phase Eight 48 43 73 15 47 40 8 8 6 3 0 7 8 5 3 Reiss 52 30 69 22 55 19 7 8 5 7 1 7 5 6 6 River Island 66 2 73 15 n/a n/a 8 8 8 5 8 7 10 5 7 Russell Bromley 40 53 70 21 61 9 4 8 4 2 0 4 7 5 6 Schuh 65 3 78 8 64 7 8 8 9 2 4 9 10 9 6 Selfridges 50 37 69 22 53 27 8 8 4 5 1 5 8 4 7 Superdry 64 5 81 2 55 19 9 8 10 10 4 6 8 6 3 Ted Baker 52 30 74 13 41 50 6 8 7 7 2 4 7 6 5 Topshop 62 8 61 35 56 15 4 8 6 7 8 8 7 6 8 Very 45 45 66 31 44 45 2 8 9 0 4 3 5 8 6 Wallis 58 13 56 46 65 4 8 8 7 6 4 8 10 5 2 Warehouse 57 14 51 51 52 32 4 8 5 7 6 6 10 6 5 Whistles 60 11 47 54 54 24 8 8 8 7 1 7 10 6 5 White Stuff 45 45 69 22 63 8 4 8 4 5 1 8 8 4 3 Zara 49 41 78 8 49 37 9 8 3 n/a 6 6 8 4 5
  7. 7. Page 8 The checkout is of course the most critical user experience component to get right. Determining when to enter the HTTPS section, whether to allow a click back to the homepage or PDP, when to expire the session, how to insert the fulfilment options, how (whether?) to present support for vouchers etc. are just a few of the commercial, brand and UX issues to work through. And across the array of potential features, the right answer is unclear and needs to be established on a case by case basis. However, there are certain uncontroversial basics: 1. The overall process should be as simple and fast as possible 2. Guest checkout should be enabled 3. Taking payment should be as low a barrier as possible Reviewing these dimensions, it’s surprising therefore that 31% still don’t offer a guest checkout capability. And of those that do, many (such as Jigsaw) put up substantial registration and data-capture components.. Often these will have sub-optimal signage to the user about why the data is being captured eg “Enter your email so we can alert you when your item’s despatched” is preferred to “Email:” simply being one of a long collection of fields. Best practice around guest checkout design is still in flux but it’s clear that many retailers are only paying lip service to it, with the more sophisticated approaches reducing data entry at point of sale in combination with subsequent follow-ups for data enrichment. Experience Areas Checkout Top retailers in checkout 9/10Zara 9/10Superdry 9/10Joules 31%69% No: 31% Yes: 69% Is guest checkout available? ASOS uses social network logins in its guest checkout Debenhams’ guest checkout is explicit on how registering with email helps
  8. 8. Page 9 Paypal, which is perhaps the closest most retailers will get to a ‘one-click’ type payment solution, is increasingly common. Understandably so, given its heritage and consumer’s affection for the brand, its privacy and simplicity. But noting its substantial impact on commercials, especially for smaller baskets, and the difficulty in proving ROI indisputably, it’s unsurprising that almost one quarter of the researched retailers have yet to implement it. However, the checkout research also proves incontrovertibly that ultimately it’s all about the product proposition. In our research, Next scored zero for its checkout – it’s a lengthy, process with enforced registration and no Paypal support. But Next is undeniably a giant in online sales, because ultimately it has great product at great prices. However, one is left wondering how much better it could be if it adopted more of the best practices. 7+ – 17% 6 – 31% 5 – 22% 4 – 22% 3 – 7% 7% 3 4 5 6 7+ 31% 17% 22% 22% Yes: 76% No: 24% Experience Areas Checkout The Jigsaw and MS guest checkout implementations Paypal offered as a payment method in checkout Number of clicks required to checkout
  9. 9. Page 10 Abercrombie Fitch 4 Yes Yes Yes All Saints 6 Yes Yes Yes ASOS 4 Yes No Yes Austin Reed 6 Yes No No BHS 6 Yes Yes Yes Blue Inc 4 Yes Yes Yes Boden 8 No No Yes Burberry 6 No Yes Yes Burton 5 Yes Yes No Clarks 6 Yes No No Coast 8 Yes No Yes Debenhams 13 No No Yes Dorothy Perkins 6 Yes No No Dune 5 Yes Yes Yes Evans 5 Yes Yes Yes Fatface 4 Yes Yes Yes French Connection 5 Yes Yes Yes Gap 6 No Yes Yes HM 5 No No No Harvey Nichols 9 No No No Hobbs 5 Yes No Yes Hollister 6 Yes No No House of Fraser 6 Yes Yes Yes Jack Wills 3 No No No JD Sports 6 Yes Yes Yes Jigsaw 6 Yes Yes Yes John Lewis 6 Yes Yes Yes Jones Bootmaker 7 No Yes Yes Joules 3 Yes Yes Yes Checkout comparison No of clicks (from product to checkout completion) Is Paypal offered Can you checkout without registering at all? Guest checkout
  10. 10. Page 11 Checkout comparison No of clicks (from product to checkout completion) Is Paypal offered Can you checkout without registering at all? Guest checkout Karen Millen 4 Yes No No Littlewoods 6 No No No LK Bennett 9 Yes Yes Yes Marks Spencer 5 No Yes Yes Matalan 8 Yes Yes Yes Matches 4 No No No Miss Selfridge 4 Yes Yes Yes Moss Bros 6 Yes Yes Yes Net a Porter 6 Yes Yes Yes New Look 4 Yes Yes Yes Next 8 No No No Oasis 5 Yes No No Office 7 Yes Yes Yes Peacocks 6 Yes No Yes Phase Eight 4 Yes Yes Yes Reiss 4 Yes No Yes River Island 6 Yes Yes Yes Russell Bromley 5 Yes No No Schuh 5 Yes Yes Yes Selfridges 5 Yes Yes Yes Superdry 3 Yes Yes Yes Ted Baker 8 Yes Yes Yes Topshop 4 Yes No No Very 5 No No No Wallis 4 Yes Yes Yes Warehouse 6 Yes No No Whistles 4 Yes Yes Yes White Stuff 5 Yes No No Zara 3 Yes Yes Yes
  11. 11. Page 12 Customer service is receiving increased attention now that organisations have understood that multichannel means more than simply web and physical. Enabling a single customer view and consistent, seamless experience across all channels has become key. And while it was originally hoped that online would drive down contact centre costs, the reality has been different. For many, the ‘where is my order’ calls have led to significant volume impacts. Additionally, average handling times have risen, as the contact centre is handling more complex queries rather than the simpler ones that customers can self-answer through FAQs and the like. For the most sophisticated retailers, contact centres are now a profit-centre, with the employee able to not just resolve customer issues but to save lost sales and upsell products into the customer’s order. However, some 10% of retailers (ASOS, Hollister and those associated with the Aurora group) do not offer a phone based approach to customer service. Experience Areas Customer service Top retailers in customer service 9/10Wallis 9/10Next 9/10Littlewoods 9/10Burton 10/10Schuh 10/10House of Fraser 10/10Burberry Yes 90% No 10% Contact Us 0100 111 234 55 Yes 12% No 88% Chat Now Yes 95% No 5% Email Us The range of channels used is increasing to match the range that customers use. But not all channels are equal. Some, such as social, are used more for complaints than for support, and are used more by the younger audience. Recent research (Oracle Retail Report 2015 – Delivering Retail) found 42% of retailers did not respond to an enquiry, and 15% took more than one day (a lifetime in today’s digital world). Where social is undertaken, it must therefore be undertaken fully. This is most key for Millennials in particular, where social is preferred to email, and indeed they may have an email address only in order to register for Snapchat, Instagram, WhatsApp and the like. Email is of course also an asynchronous medium and the ping-pong contacts are far less efficient than chat, for example, in resolving many issues. The same Oracle report found 24% of its (different) respondents did not reply at all. And only 43% could manage to respond on the same day. Given Live Chat tends to be more effective at upselling than email and that the concurrent contact handling makes it more efficient than Schuh uses Live Chat to support sales from the PDP Contact methods offered by retailers
  12. 12. Page 13 telephone response, we might anticipate more retailers offering chat options. Live chat is however comparatively uncommon, with just seven retailers using it despite its superiority in fully resolving issues. Given chat also tends to be more effective at upselling than email and that the concurrent contact handling makes it more efficient than telephone response, we would anticipate more retailers offering chat options. As in so many areas, Schuh is at the leading edge here. Their PDPs are already best in class from an information perspective, but additionally there is also full live chat support over both text and video, and while it can be intrusive when browsing, it is clear they are committed to using customer service to make the sale and support the consumer throughout their journey. Partially driven by the increasing international footprint of the retailers, available support hours have expanded. Round the clock coverage is perhaps surprisingly common with 22% of retailers offering it, and while that might be expected from global brands such as HM and Gap, it is also offered by retailers such as All Saints. Retailers have very clearly recognised that fashion shopping is not a 9-5 activity, and with delivery cut-offs edging closer to midnight (and reaching it in some cases), supporting the shop with customer service should quickly follow. Certainly weekend and evening support has now become normal, with a majority offering it. Weekdays, beyond 9-5 Saturdays Sundays 24 hours Yes 64% Yes 66% Yes 53% Yes 21% No 36% No 34% No 47% No 79% Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Mon Tue Wed Thur Fri Sat Sun Experience Areas Customer service Availability of customer service All Saints presents a clear, simple and extensive set of 24x7 customer service options Schuh offers video and text based chat
  13. 13. Page 14 Abercrombie Fitch email, phone Yes 24 hrs Yes No No All Saints email, phone, post, social media Yes 24 hrs Yes No No ASOS email, social media Yes None Yes No No Austin Reed email, phone, post Yes 9am - 5pm Monday to Friday Yes No No BHS email, phone, post Yes 9am - 11pm Monday to Friday Yes No Yes Blue Inc email, phone, post Yes 8:30am - 5.00pm Monday to Friday Yes No No Boden email, phone, post Yes 8am-10pm Monday - Saturday, 10am-6pm Sunday No No No Burberry email, phone, chat Yes 24 hrs Yes Yes Yes Burton email, phone Yes 24 hrs Yes No Yes Clarks email, phone, post Yes 8.30am - 8pm Monday to Friday, 8.30am - 6pm Saturday Yes No No Coast email Yes None Yes No No Debenhams email, phone, post Yes 8am - 11pm Monday to Friday, 8am - 8pm Saturday Sunday Yes No No Dorothy Perkins email, phone Yes 9am - 11pm Monday to Friday, 9am - 6pm Saturday Sunday, 9am - 5:30pm UK Bank Holidays Yes No No Dune email, phone, post Yes 9am - 6pm Monday - Friday, 9am - 1pm Saturday Yes No No Evans email, phone Yes 9am - 11pm Monday to Friday, 9am - 6pm Saturday Sunday, 9am - 5:30pm UK Bank Holidays Yes No No Fatface email, phone Yes 8.30am - 6pm Monday to Friday Yes No No French Connection email, phone, post, social media Yes 9am - 8pm Monday - Friday No No No Gap email, phone, post, chat Yes 24 hrs No Yes No HM email, phone Yes 24 hrs Yes No No Harvey Nichols email, phone, post Yes 9am - 8pm Monday to Saturday, 11am - 6pm Sunday No No No Customer service comparison Contact us via Email Telephone hours Dynamic FAQ's Click to chat Click to call
  14. 14. Page 15 Hobbs email, phone Yes 9am - 5pm Monday to Friday Yes No No Hollister email Yes None No No No House of Fraser email, phone, post, chat, social media Yes 7am - 10pm Monday to Friday, Saturday Sunday 9am - 10pm Yes Yes Yes Jack Wills email, phone, post Yes 8am - 10pm Monday to Friday, 9am - 10pm Saturday and Sunday Yes No No JD Sports online form, by phone, twitter No 8am - 8pm Monday to Friday, 9am - 5pm Saturday, 10am - 6pm Sunday Yes No No Jigsaw email, phone Yes 8am - 6pm Monday to Friday Yes No No John Lewis email, phone, post Yes 7am- midnight, 7 days a week Yes No No Jones Bootmaker email, phone, post Yes 9am-5pm Monday to Friday. Yes No No Joules email, phone Yes 8am – 8pm Monday to Friday, 9am - 5pm Saturday and Sunday Yes No No Karen Millen email Yes None Yes Yes No Littlewoods email, phone, post, social media Yes 24 hrs Yes Yes No LK Bennett email, phone Yes 9am - 5.30pm Monday to Friday Yes No No Marks Spencer email, phone, post, social media Yes 8am - 11pm Monday - Friday Yes No No Matalan email, phone Yes 8am- 6pm Monday to Sunday Yes No No Matches email, phone, post Yes 24 hrs Yes No No Miss Selfridge email, phone, post Yes 9am - 11pm Monday to Friday Yes No No Moss Bros email, phone, post Yes 9am - 5pm Monday to Friday Yes No No Net a Porter email, phone Yes 24 hrs Yes No No New Look email, phone, post Yes 10am - 6pm Monday to Saturday No No No Customer service comparison Contact us via Email Telephone hours Dynamic FAQ's Click to chat Click to call
  15. 15. Page 16 Next email, phone, post Yes 24 hrs Yes No Yes Oasis none No None Yes Yes No Office email, phone, post Yes 24 hrs Yes No No Peacocks email, phone, post Yes 8.30am - 5.00pm Monday to Thursday, 8.30am - 4.00pm to Friday Yes No No Phase Eight email, phone, post Yes 8am - 8pm Monday to Friday, 9am - 6pm Saturday Yes No No Reiss email, phone, post Yes 8.30am - 5.30pm Monday to Friday , 9am - 3.30pm Saturday Yes No No River Island email, phone, post Yes 8am - 8pm Monday to Sunday Yes No No Russell Bromley email, phone Yes 24 hrs Yes No No Schuh email, phone, post Yes 8:30am - 8:30pm Monday to Thursday, 8:30am-8pm Friday, 9am-6pm Saturday, 9am - 5pm Sunday Yes Yes Yes Selfridges email, phone, post Yes 9am - 10pm Monday to Saturday, 10am - 6pm Sundays Yes No No Superdry email, phone, post Yes 8am - 8pm Monday to Friday, 9am - 5pm Saturday, 10am - 4pm Sunday Yes No No Ted Baker email, phone Yes 9am - 10pm Monday to Friday, 9am - 6pm Saturday No No No Top Shop email, phone yes 9am - 11pm Monday to Friday, 9am - 6pm Saturday Sunday, 9am - 5:30pm UK Bank Holidays Yes No No Very email, phone, post, social media Yes 24 hrs Yes No No Wallis email, phone, post Yes 9am - 11pm Monday to Friday, 9am - 6pm Saturday Sunday, 9am - 5:30pm UK Bank Holidays Yes No Yes Warehouse email Yes None Yes No No Whistles email, phone Yes 9am- 5pm Monday to Wednesday, 9am - 7pm Thursday - Friday, 10am - 6pm Saturday Yes No No White Stuff email, phone Yes 9am - 7pm Weekdays, 9am - 5pm Saturdays, 10am - 4pm Sundays Yes No No Zara email, phone, social media No 7:30am - 6:30pm Monday to Friday, 9:00am - 3:00pm Saturday Yes No No Customer service comparison Contact us via Email Telephone hours Dynamic FAQ's Click to chat Click to call
  16. 16. Page 17 Where standard isn’t free, it’s usual for it to be so above a certain spend level. For the savvy shoe retailers (LK Bennett, Office, Schuh) there’s a token minimum spend (less than £5), but otherwise 28% see £50 as the standard threshold (indeed the handful that set it between £20 and £50 might wish to A/B test their choice if they haven’t done so). Of those above £50, Net-a-Porter’s £200 threshold is perhaps understandable, in contrast to Fat Face’s £60. But 15% of the retailers never offer it, and we might assume that some are missing out on the larger baskets, except it includes retailers such as Very, Next and Boden, who focus on yield management and whose free returns may mean the AOV is naturally larger. Standard pricing has now stabilised at two distinct levels – it’s either free (25% of retailers) or it’s £3.99 (52%). Some retailers are at £3 or £3.50 but are arguably eating into margin unless they’ve proven their specific demand exhibits elasticity around this delivery price point. And a small number of retailers are substantially above this level. This will become unsustainable in the customers’ eyes, and these retailers will need to fix whatever their operational challenges are and/or wean themselves off delivery-related profits which customers will come to resent. Experience Areas Fulfilment £4+: 9% £4: 52% £3.00 to £3.50: 14% Free: 25% 25% 14% 52% 9% More than £50: 26% Never: 15% £50: 28% Less than £50: 15% Any spend: 17% 17% 15% 26% 28% 15% Top retailers in fulfilment 9/10Very 9/10Schuh 9/10Next 9/10Littlewoods 9/10Burton 9/10All Saints 10/10Superdry Cost of standard delivery Spend threshold for free standard delivery Superdry has an extensive range of fulfilment options with a strong free offer
  17. 17. Page 18 If choosing standard, for many (44%) up to five days is the standard wait time for the item, though in several cases we know that the retailer will typically exceed the expectation (other than at Peak). For a small group though the promise is now within 1 day (7%) and for 26% it’s no longer than 3 days. No clear relationship exists between the fee for standard and the delivery time (other than “Free” typically being a 5 day promise). We might expect a three day promise is probably the future for most retailers, with click collect supporting those customers who are price sensitive or time sensitive, but insufficiently to pay for next day delivery. Next day cut-offs are increasingly a battleground for retailers. Anecdotally each extra hour of prime online shopping time in the evening can deliver double digit lifts in sales. With peak shopping being 7pm-10pm for many, that so many have an afternoon cut-off (49% are 2pm to 6pm) or even a lunchtime cut-off (11%) reflects the difficult logistical challenges many retailers have. At the other end of the spectrum, Next has pushed its cut- off to midnight, and 10pm is the benchmark for several. For others though, the cut-off for collection is high but not delivery. 5 days (44%) more than 5 days (13%) 4 days (17%) 3 days (13%) 1 or 2 days (13%) 13% 13% 44% 17% 13% 8pm 9% 9pm 13% 10pm 9% between 2pm and 6pm 49% 7pm 9% Before 2pm 11% Experience Areas Fulfilment Delivery promise for standard delivery Cut-off time for next day delivery Next’s 11pm cut-off is prominent on the home page
  18. 18. Page 19 However, often the next day price architecture is set up to encourage the incremental spend, which for many retailers makes the difference between fulfilment costing profit versus contributing to it. Some 30% of retailers offer next day at £5 or less, and in many cases that’s an additional £1 to the consumer. Equally, 37% price it between £5 and £7, clearly therefore either looking to profit from the customer’s need, or else having carrier rates that necessitate it. More than a handful of retailers do not in fact offer next day at all, and typically this is consistent with an absence of click collect, or a long delivery promise, suggesting these retailers struggle with their fulfilment operations. Click collect is for some retailers becoming the dominant fulfilment route for their online trade. During Peak trading, 56% of John Lewis orders were collected via the service, and most organisations who shared specifics with us were in excess of 35% (many above the 50% mark). Getting this experience right, making it operationally efficient and ensuring it is profitable will be a key focus for retailers over the next 12 months. Reviewing some organisations, it becomes clear that when end-to-end costs are evaluated (including store staff, call centre costs etc.) and contrasted with average order values (which are typically lower), click collect is not always the economically optimal preference for retailers. Improving the financials will become more of a focus as the volume scales. However, a surprising number of retailers still don’t offer the service. Stylish young fashion brands like Jack Wills and Hollister are amongst those that have yet to implement it. Indeed these retailers in general lag perceived best practice on fulfilment. And where the service does exist, the digital experience is often lacking in terms of usability (especially around store locations – see screenshots) and on messaging the specifics of the proposition. Many retailers make it Experience Areas Fulfilment MS UX for click collect store selection is well designed Debenhams’ click collect UX is compact while informative and supporting home delivery also Click collect offered Yes 72% No 28%
  19. 19. Page 20 extremely challenging to discover how long the item will be available at the location (56% don’t declare this), nor indeed when it will arrive there. It may be that those retailers have yet to develop their operational processes, or that they simply haven’t chosen to communicate this in an easy fashion pre-purchase. The variability in wait times reflects the stock levels maintained in store, the stock visibility, use of couriers vs store fleet and of course the focus the retailer has placed on this area. So while one quarter of retailers can now do click collect for next day, another 25% has either a long promise (7+ days) or a sufficiently broad range (3-7 days). So the immediacy and store integration value is for some still quite a way off operationally. Arguably fulfilment is moving to a 365 day model, and weekend delivery is now available from more than 50% of these retailers. But evening delivery (17%) and timed delivery slots (13%) remain rare and there seems to be limited appetite for expanding these. Given the explosion in click collect and the widespread availability of Collect+, these additional options may not become mainstream. Collect+ clearly has, with 52% of retailers offering it - though the array of prices charged is surprising and not always well aligned with the overall delivery price architecture. What is surprising is that only 61% offer track trace functionality, given the extent to which ‘where is my order’ enquiries drive contact with customer service (typically 50% of contacts for many retailers). With carriers focusing on enhancing their capabilities here (including real-time maps with named drivers and their contact numbers), this surely is an area where we’d expect almost ubiquitous adoption. 54% 44% Timed delivery slots offered 13% Evening slots offered 17% Experience Areas Fulfilment Yes 52% No 48% Track ParcelEnter your tracking number Yes 61% No 39% Longer 26% 3-5 days 32% 1 to 2 days 16% Within next day: 26% 26% 16% 32% 26% Retailers’ promise for when click collect will be ready in store Retailers’ delivery options beyond weekdays, 9am – 5pm Collect+ availability Parcel tracking functionality
  20. 20. Page 21 Abercrombie Fitch No n/a n/a £5.00 n/a 5-7 days £10.00 All Saints No n/a n/a Free Free 2 days £5.00 ASOS n/a n/a n/a £3.00 £20.00 6 days £5.95 Austin Reed Yes n/a n/a £4.95 £150.00 5 days n/a BHS Yes 4-8 days n/a £3.95 £50.00 4-5 days £5.95 Blue Inc Yes 3-5 days 10 days £3.99 £50.00 3-5 days £4.99 Boden n/a n/a n/a £4.00 n/a 2-3 days £8.00 Burberry Yes 1 day 10 days Free Free 1 day Free Burton Yes 3-7 days n/a £3.95 £30.00 4 days £5.95 Clarks Yes 3-5 days 9 days Free Free 3-5 days £5.50 Coast No n/a n/a £2.99 £100.00 3-5 days £4.99 Debenhams Yes 3 days 14 days £3.49 £30.00 4 days £3.99 Dorothy Perkins Yes 3-7 days n/a £3.95 £50.00 4 days £5.95 Dune Yes 3-5 days 14 days £3.50 n/a 2-5 days £6.50 Evans Yes 3-7 days 10 days £3.95 £40.00 3-7 days £5.95 Fatface Yes 4-6 days 14 days £2.95 £60.00 3-5 days £5.95 French Connection Yes 3-5 days n/a £3.95 £50.00 3-5 days £7.00 Gap No n/a n/a £4.00 £50.00 3-5 days £6.00 HM No n/a n/a £3.90 n/a 4-6 days n/a Harvey Nichols Yes 2-5 days n/a £6.00 n/a 2-5 days £10.00 Hobbs Yes 3-5 days n/a £3.95 n/a 3-5 days £6.00 Hollister No n/a n/a £10.00 £75.00 3-5 days £20.00 House of Fraser Yes next day at Noon 7 days £3.00 £50.00 3-5 days £6.00 Jack Wills No n/a n/a £4.00 £75.00 4-8 days n/a JD Sports Yes 3-5 days n/a £3.99 £60.00 3-5 days £5.99 Jigsaw Yes 2-4 days 28 days £4.95 £100.00 2-4 days £8.00 John Lewis Yes 1 day 7 days £3.00 £50.00 5 days £6.95 Jones Bootmaker Yes 5 days 10 days £3.95 n/a 4 days £4.99 Joules Yes 1 day n/a Free Free 2-3 days £5.95 Fulfilment comparison Click collect offered When ready for collection How long do you have to collect Cost for standard delivery Standard is free if spend is… Standard delivery promise Cost of next day Table 1 of 4
  21. 21. Page 22 Karen Millen No n/a n/a £3.99 £150.00 5 days £5.99 Littlewoods n/a n/a n/a Free Free 2 days £4.95 LK Bennett Yes 2 days 14 days £5.00 £4.95 1 day £4.95 Marks Spencer Yes 1 day 7 days £3.50 £50.00 6 days £3.99 Matalan Yes 3 days 29 days £3.95 £50.00 3-5 days £4.95 Matches No n/a n/a £6.00 n/a 2-3 days £10.00 Miss Selfridge Yes 7 days 14 days £3.95 n/a 4 days £5.95 Moss Bros Yes within 7 days 10 days Free Free 4-6 days £8.00 Net a Porter n/a n/a n/a £5.00 £200.00 3 days £8.00 New Look Yes 3-5 days 10 days £3.99 £45.00 2-4 days £4.99 Next Yes 1 day 14 days £3.99 n/a 1 day £3.99 Oasis No n/a n/a £3.99 n/a 3-5 days £4.99 Office No n/a n/a Free £3.50 2-5 days £5.00 Peacocks Yes 7-10 days n/a £3.99 £50.00 3-5 days n/a Phase Eight Yes 3-5 days n/a £2.95 £50.00 3-5 days £5.95 Reiss Yes 2-3 days n/a £3.95 n/a 2-3 days £7.00 River Island Yes 4 days 14 days £3.95 n/a 3-4 days £5.95 Russell Bromley Yes 3 days n/a £5.00 n/a 3 days n/a Schuh Yes 2-3 days n/a Free £5.00 2-3 days £4.99 Selfridges Yes 1 day 14 days £4.95 £1001 (technology only) 5 days £8.00 Superdry Yes 1 day n/a Free Free 2 days £3.95 Ted Baker Yes 2-5 days 7 days Free Free 3-5 days £5.00 Topshop Yes 3-7 days n/a £4.00 £50.00 4 days £6.00 Very n/a n/a n/a £3.95 n/a 1 day £3.95 Wallis Yes 3-7 days n/a £3.95 £50.00 4 days £5.95 Warehouse No n/a n/a £3.95 £50.00 3-5 days n/a Whistles Yes 3-5 days 14 days Free Free 3-5 days £6.00 White Stuff Yes 3-5 days 14 days £3.95 £50.00 3-5 days £7.95 Zara Yes 3-5 days 14 days £3.95 £50.00 3-5 days £9.95 Fulfilment comparison Click collect offered When ready for collection How long do you have to collect Cost for standard delivery Standard is free if spend is… Standard delivery promise Cost of next day Table 2 of 4
  22. 22. Page 23 Abercrombie Fitch 12pm Yes No No n/a No No All Saints 9pm Yes No No n/a Yes No ASOS 10pm Yes Yes Yes £7.95 Yes Yes Austin Reed n/a No No No n/a No No BHS 8pm Yes No No n/a Yes No Blue Inc 5pm No No Yes £7.95 Yes Yes Boden 7pm Yes Yes No n/a No No Burberry 7pm Yes No No No No No Burton 9pm Yes No No n/a Yes Yes Clarks 6pm No No No No No Yes Coast 7pm Yes No No n/a Yes No Debenhams 7pm Yes Yes Yes £6.99 Yes No Dorothy Perkins 2pm Yes No No n/a No Yes Dune 6pm Yes No No n/a No Yes Evans 2pm No No No n/a Yes Yes Fatface 5pm No No No n/a Yes Yes French Connection 2pm No No No n/a No No Gap 2pm No No No n/a Yes Yes HM n/a No No No n/a Yes No Harvey Nichols 12pm No No No No Yes No Hobbs 4pm Yes No No n/a Yes No Hollister n/a No No No n/a Yes No House of Fraser 12am Yes Yes Yes £8.00 Yes Yes Jack Wills n/a No No No n/a Yes No JD Sports 8pm Yes No Yes £7.99 No No Jigsaw 4pm Yes No No n/a No No John Lewis 8pm Yes No Yes £19.00 Yes Yes Jones Bootmaker 3pm Yes No No n/a Yes Yes Joules 8pm Yes No No No No No Fulfilment comparison Cut-off time for next day delivery Is Weekend delivery an option? Timed delivery options Evening options Evening delivery cost Track trace Is Collect+ offered? Table 3 of 4
  23. 23. Page 24 Karen Millen 2pm No Yes Yes £7.99 No Yes Littlewoods 9pm Yes No No n/a No Yes LK Bennett 2pm No No No n/a Yes No Marks Spencer 10pm No No No n/a Yes No Matalan 5pm No No No n/a Yes No Matches 12pm No No No n/a Yes No Miss Selfridge 9pm No No No n/a Yes Yes Moss Bros 5pm Yes No No n/a Yes Yes Net a Porter 3pm No No No n/a Yes No New Look 8pm Yes No No n/a Yes Yes Next 12am Yes No Yes £6.99 No No Oasis 6pm Yes Yes Yes £5.99 No Yes Office 3pm No No No No Yes Yes Peacocks n/a Yes No No n/a Yes No Phase Eight 12pm No No No n/a Yes No Reiss 3pm No Yes No n/a Yes No River Island 9pm No No No No Yes Yes Russell Bromley n/a No No No n/a No Yes Schuh 10pm Yes No No n/a No Yes Selfridges 5.30 pm Yes No No No Yes No Superdry 10pm No No No No Yes Yes Ted Baker 4pm Yes No No n/a No Yes Topshop 9pm Yes No No n/a Yes No Very 9pm Yes No No No No Yes Wallis 2pm Yes No No n/a Yes Yes Warehouse n/a Yes No No n/a No Yes Whistles 5pm Yes No Yes £10.00 Yes Yes White Stuff 1pm Yes No No n/a No No Zara 2pm No No No n/a No No Fulfilment comparison Cut-off time for next day delivery Is Weekend delivery an option? Timed delivery options Evening options Evening delivery cost Track trace Is Collect+ offered? Table 4 of 4
  24. 24. Page 25 It did not take long for UK retailers to recognise that they led much of the world in their eCommerce capability, that their products have great appeal internationally and that while domestic competition was fierce, selling overseas by comparison appeared to offer greater opportunity. As pure-play retailers like Asos and Wiggle started announcing that more than 50% of sales were coming from international, overseas selling went from an interesting but complicated idea to an item right at the top of almost everyone’s to-do list. No surprise then that more than 91% of the firms looked at have an international offering. And for 52% that offer exists across 50 markets. While the US, CA and AU were the obvious easy pickings, retailer Ridley took on the multilingual and multi currency challenges of the nearby European markets and then went fully fledged into the rest. The potential in the large markets of Brazil, China, Russia and Turkey still present challenges to some, but International is for many retailers clearly a major focus area. Those more emergent markets are wonderful opportunities for some, with the premium retailers in particular having China specific sites. But Russia remains a market that few are supporting. Recognising the potential, retailers are still open to the opportunities – Burberry for example allows Brazilian customers to browse (in English), but then funnels users into live chat or other contact mechanisms to complete the transaction. Harvey Nichols invites all non-UK shoppers to contact customer services. For others, even the more mature markets are not yet part of the offering: HM’s Australian users cannot buy from the UK site yet. While the HM Australian site shows the product range, it does not support online purchasing (an improvement at least on Ted Baker’s AU site, which is a holding page). Despite the ecosystem that’s sprung up around international, with a plethora of small service organisations sitting alongside the logistics behemoths, the delivery pricing suggests that not everyone has got it working smoothly. At one end of the spectrum, and perhaps unnecessarily, Clarks and Superdry choose to offer free shipping internationally, All Saints is free to Europe and three of the Arcadia brands (Miss Selfridge, Wallis Evans) are free to the US. In contrast, LK Bennett charges £20 to Europe. Perhaps this reflects sound commercial decisions with some retailers recognising they can (temporarily?) make profits on shipping. There is no current evidence to suggest that international will go the same way as domestic, with an inevitable slide towards fast and free. Instead retailers appear to be settling down at a ‘sensible’ shipping charge to the consumers. The variation across markets is however substantial. Shipping to the US is for most significantly more expensive, but different Experience Areas International support Top retailers in international support 8/10Next 8/10Clarks 10/10Superdry 10/10Burberry Yes 51% Yes 63% Yes 43% Yes 59% No 49% No 37% No 57% No 41% Retailers delivering to key growth markets
  25. 25. Page 26 retailers clearly either have different carrier arrangements across different markets, or are able to (or are forced to) charge quite differentiated prices. Dune for example is low-cost to EU US at £3.50, but charges £20 to Australia. Our research did not explore returns policies and time, but it may be that reverse logistics is driving some of the variation. Norms in each market of course also vary, and not all markets have experienced the same focus on ever cheaper, faster, more convenient fulfilment options that has characterised the UK market in recent years. For the US, standard delivery of 5 days or more was typical from the retailers reviewed, while for Australia the standard terms were slower still Presentationally, while several retailers present each country’s options distinctly (usually via a table), some favour displaying groups of countries. At its extreme, some, such as Fat Face, present a very simple, clean statement of “£10 anywhere in the world”. However, noting that the consumer is most likely researching only their own one specific country, leaving any positive or negative feelings from comparing with other countries, they would most probably prefer the more specific presentational styles. Especially where the range of possible delivery dates is exteme: for more than a third of retailers, citing a range between earliest and latest possible deliveries of more than 7 days is considered reasonable, Jack Wills states its delivery price as £12 whether Europe or International, and more experienced continental shoppers will perhaps feel aggrieved that they are charged the same rates as customers in Australia or China. Experience Areas International support Delivery time ranges for EU, US and AU EU US AU 1 – 3 days 38% 32% 24% 4 – 5 days 46% 32% 24% 5 - 6 days+ 4% 13% 19% 7+ days 13% 24% 33% Delivery price ranges for EU, US and AU EU US AU Free 10% 14% 10% £4 22% 7% 7% £4 - £6 16% 21% 5% £6 - £8 24% 12% 2% £8 - £10 12% 17% 21% £10 - £15 10% 10% 31% £15+ 4% 19% 24% Yes 51% No 49% Range between earliest and latest possible delivery date EU US AU No range 25% 29% 33% 1 – 3 days 50% 39% 38% 4 – 6 days 19% 21% 14% 7 days+ 6% 11% 14% Retailers offering country-specific fulfilment propositions
  26. 26. Page 27 International support varies widely, with most assuming overseas customers will be comfortable with English language and paying in sterling. However, some retailers are making small efforts to better serve these customers. John Lewis delivers to a limited range of countries, but does provide its international shipping information in local language, with seven languages offered in addition to English. And Matches enables customers to switch display currencies as well as set a delivery destination (from over 200 choices). Increasingly, sites have a country specific variant, which better caters for localised shipping, currency and pricing. The most internationally optimised retailers such as ASOS and especially Next fully localise, including language, tone and sometimes range and merchandising. In several cases the product is still served from the UK (and declared as such on some sites), while for others there is a local or regional fulfilment operation. For most such retailers, the available sites are typically UK, US, Australia and either an EU wide option, or German and French specific variants. Retailers usually have a ‘country’ or ‘region’ link or flag in the header to enable to switch, though not always (JD Sports has no such link, and offers no delivery to France in its list, but the sophisticated user can deduce that a jdsports.fr exists). Note that for the purposes of this report, the tabular data and statistical analysis reflects the experience of international shoppers coming to the UK site. Several retailers reviewed are not UK based (eg Abercrombie Fitch, Gap, HM, Hollister Zara) and are therefore excluded from the analysis. Experience Areas International support Retailers offering country-specific websites John Lewis features multilingual support for its fulfilment proposition Yes 52% No 48%
  27. 27. Page 28 Experience Areas International support Next has an extensive set of country-specific websites, including Russia Dorothy Perkins presents country-specific fulfilment details cleanly Matches allows the user to manage the currencies they use
  28. 28. Page 29 Abercrombie Fitch 27 Yes Yes £5.00 5-7 days All Saints 66 No No Free 3-5 days ASOS 245 No Yes € 3.00 3-5 days Austin Reed 60 No No € 10.00 10 days BHS None n/a n/a n/a n/a Blue Inc 182 No Yes £6.99 5-7 days Boden 60 No No £6.00 8-10 days Burberry 60 Yes Yes Free 3-5 days Burton 100+ No No £5.00 3-7 days Clarks 18 Yes Yes Free 3-5 days Coast 45 Yes No € 15.00 10 days Debenhams 64 No Yes £7.00 5-6 days Dorothy Perkins 100 No Yes € 6.00 5 days Dune 26 No No £3.50-£15 5 days Evans 100 Yes Yes € 6.00 5-7 days Fatface n/a No No £10.00 5-12 days French Connection 230 No No £10.00 1-5 days Gap n/a Yes Yes n/a n/a HM 59 Yes Yes n/a n/a Harvey Nichols None n/a n/a n/a n/a Hobbs 50 Yes No £12-£16 10 days Hollister n/a n/a Yes £10-£25 5-7 days House of Fraser 130 No Yes £6.00 8 days Jack Wills 30 No No £12.00 10-14 days JD Sports 200 Yes No £6.99 3-10 days Jigsaw 20 Yes No £10.95 5-10 days John Lewis 30 No No £7.50 2-7 days Jones Bootmaker None n/a n/a n/a n/a Joules 43 Yes No £9.00 5-7 days International support comparison Claimed number of countries supported Country specific sites available Fulfilment proposition specific to each country Delivery charge to EU Nr of days to deliver Table 1 of 4
  29. 29. Page 30 Karen Millen 26 Yes Yes € 4.95 7 days Littlewoods 1 Yes Yes n/a n/a LK Bennett 53 No No £20.00 2-8 days Marks Spencer 30 Yes Yes £3.95 4-6 days Matalan None n/a n/a n/a n/a Matches 212 No Yes £8.00 2-3 days Miss Selfridge 100 Yes Yes € 6.00 5-7 days Moss Bros 120 Yes Yes £8-£35 2-10 days Net a Porter 173 No Yes £10.89 3-4 days New Look 129 Yes Yes £5.00 5 days Next 72 Yes Yes € 3.00 1-2 days Oasis 24 No No € 10.00 n/a Office 30 No No £5-£15 5-10 days Peacocks 24 No No £9.99 5-7 days Phase Eight 29 Yes No € 12.00 3-7 days Reiss 55 Yes No € 10.00 3-4 days River Island 100 Yes No £6.00 7 days Russell Bromley 13 No No €12-€20 5 days Schuh 28 No No € 10.00 5-7 days Selfridges 60 No No £15.00 4 days Superdry 236 Yes Yes Free 5 days Ted Baker 200 Yes Yes Free 2-6 days Topshop 110 Yes Yes € 6.00 5-7 days Very None n/a n/a n/a n/a Wallis 100 Yes Yes € 6.00 5-7 days Warehouse 43 Yes Yes € 4.95 5-7 days Whistles 56 No No £5.00 3-5 days White Stuff 196 No No £8.00 3-6 days Zara n/a Yes Yes n/a n/a International support comparison Claimed number of countries supported Country specific sites available Fulfilment proposition specific to each country Delivery charge to EU Nr of days to deliver Table 2 of 4
  30. 30. Page 31 Abercrombie Fitch n/a n/a n/a n/a No No No No All Saints £18.95 5-7 days £18.95 5-7 days Yes Yes Yes No ASOS $4.00 6 days $5.00 7 days Yes Yes Yes Yes Austin Reed $32.00 Up to 10 days $32.00 10 days Yes Yes No Yes BHS n/a n/a n/a n/a No No No No Blue Inc £9.99 7-14 days £9.99 7-14 days Yes Yes Yes Yes Boden n/a n/a £12.00 12-14 days Yes Yes Yes Yes Burberry Free 3-5 days Free 3-5 days Yes Yes Yes No Burton n/a n/a £10.50 3-12 days Yes No Yes Yes Clarks Free 3-5 days $9.95 3-10 days No No No No Coast € 25.00 10 days € 25.00 10 days Yes No No Yes Debenhams £10.00 5-10 days £14.00 8-10 days No No No Yes Dorothy Perkins $10.00 11 days £10.50 9 days Yes No Yes Yes Dune £3.50 5 days £20.00 5 days No No No No Evans Free 5-10 days £9.00 9 days Yes No Yes No Fatface £10.00 5-12 days £10.00 5-12 days Yes Yes Yes Yes French Connection £10.00 2-6 days £14.00 4-8 days Yes Yes Yes Yes Gap n/a n/a n/a n/a n/a n/a n/a n/a HM n/a n/a n/a n/a Yes Yes Yes No Harvey Nichols n/a n/a n/a n/a n/a n/a n/a n/a Hobbs $5.00 8 days $7.50 8 days Yes Yes Yes No Hollister n/a n/a n/a n/a n/a n/a n/a n/a House of Fraser £6.00 10 days £9.00 6 days Yes Yes Yes Yes Jack Wills £12.00 10-14 days £12.00 10-14 days Yes No No No JD Sports £9.99 3-10 days £9.99 3-10 days Yes Yes Yes Yes Jigsaw $13.00 2-7 days Free 1-5 days No No No No John Lewis £25.00 4-11 days £25.00 5-11 days No No No No Jones Bootmaker n/a n/a n/a n/a n/a n/a n/a n/a Joules $9.95 4-7 days £16.00 7-10 days No Yes No Yes International support comparison Delivery charge to US Nr of days to deliver Delivery charge to AU Nr of days to deliver Ships to China Ships to Russia Ships to Turkey Ships to Brazil Table 3 of 4
  31. 31. Page 32 Karen Millen Free n/a Free 5 days Yes Yes No No Littlewoods n/a n/a n/a n/a n/a n/a n/a n/a LK Bennett $10.00 1-7 days £20.00 5-7 days Yes No Yes Yes Marks Spencer £15.00 7-10 days £15.00 10-14 days Yes No No No Matalan n/a n/a n/a n/a n/a n/a n/a n/a Matches £12.00 1-3 days £12.00 2-3 days Yes Yes Yes Yes Miss Selfridge $10.00 10 days £9.00 9 days Yes No Yes Yes Moss Bros £20.00 5-7 days £25.00 6-9 days No Yes Yes No Net a Porter £30.00 3-4 days £20.00 3-4 days Yes Yes Yes Yes New Look £7.50 7-9 days £9.00 7-9 days No No Yes No Next £5.00 n/a $5.00 3-5 days Yes Yes Yes Yes Oasis n/a n/a n/a n/a No No No No Office £25.00 7-10 days £12.00 7-10 days No No Yes No Peacocks £9.99 10-14 days £14.99 14-21 days No No No No Phase Eight $15.00 n/a n/a n/a n/a n/a n/a n/a Reiss $15.00 2-3 days $25.00 3-4 days No No Yes Yes River Island £10.00 8 days £10.00 10 days Yes Yes Yes Yes Russell Bromley n/a n/a n/a n/a No No No No Schuh n/a n/a n/a n/a No No No No Selfridges £25.00 5 days £25.00 6 days Yes No Yes No Superdry Free 5 days Free 4-7 days Yes Yes Yes Yes Ted Baker $10.00 3-5 days n/a n/a No No Yes Yes Topshop Free 4-7 days £9.00 9 days Yes No Yes No Very n/a n/a n/a n/a n/a n/a n/a n/a Wallis $10.00 10 days £10.50 9 days Yes No Yes Yes Warehouse $10.00 3-8 days $10.00 3-8 days No No No Yes Whistles £7.00 3-5 days £8.00 5-7 days Yes Yes No No White Stuff £12.00 5-8 days £12.00 5-8 days Yes No No Yes Zara n/a n/a n/a n/a n/a n/a n/a n/a International support comparison Delivery charge to US Nr of days to deliver Delivery charge to AU Nr of days to deliver Ships to China Ships to Russia Ships to Turkey Ships to Brazil Table 4 of 4
  32. 32. Page 33 With 40% of online sales typically coming from mobile, the area is naturally receiving substantial focus. However, the old decision of ‘responsive or an app’ still seems to confuse some, when the answer is surely always ‘build a responsive site’ (or better yet, an adaptive one). This is recognised by 88% of the retailers reviewed, and sometimes the answer is additionally to also ‘build an app’. An app is if course only useful when your customers install it. We can anticipate the customer experience benefits from downloading apps to increase as stores increasingly digitise and enable beacons, scan and pay, loyalty features, add social proofs and shares and so on. But nonetheless we do not expect that any user will have a pre-ponderance of retailer specific apps on their device. However, as solutions such as the PhoneGap framework Experience Areas Mobile support 61% 14%25% 2+ apps: 14% 1 app: 61% No app: 25% Yes 88% No 12% Top retailers in mobile support 7/10Burton 8/10Top Shop 8/10River Island 8/10Net a Porter 8/10John Lewis 8/10Abercrombie Fitch 9/10JD Sports Yes 59% Yes 41% No 41% No 59% Retailers with a responsive site Retailers having native apps Superdry’s mobile site home page Platforms for which retailers have an app
  33. 33. Page 34 increasingly make developing apps a more marginal extension on core site development, we do expect more apps to be offered. Today however it is surprising that 24% of retailers do not have an app. And where retailers have written an app, they have in general chosen to do so for iOS rather than Android, despite the iPhone’s market share traditionally being far below that of Android devices (though it now exceeds 40% and is trending up following the release of iOS8). iPhone apps are generally rated less well by users. On average, they score 3.3 out of 5 from users compared to Android apps’ 3.8. And overall it appeared that the iOS apps were more polarised, with many being quite poorly rated, while a few were very positively regarded, including ASOS, rated 4.9 and with one of the larger download levels. On mobile, enabling store locators and the like is a basic requirement, and unsurprisingly 86% of retailers offer this. Of greater importance is satisfying the immediacy needs some customers have by offering information on local store’s stock levels. Unfortunately, in fashion retailing in particular very few have sufficiently accurate inventory levels. Marks and Spencer leads the way on using RFID to enable this and many retailers are working on a single view of stock, so we can anticipate this functionality being more broadly available within a few years. Mobile performance remains challenging for many. While some retailers, such as HM, Superdry and Moss Bros, performed well in Google’s performance tests, more than one third of those tested scored less than 60 out of 100. Yes 86% No 14% 8% 0% Less than 2.5 4% 42% 2.5-3.0 16% 11% 3.0-3.5 40% 11% 3.5-4.0 32% 13% 4.0-4.5 8% 16% 4.5+ Experience Areas Mobile support Score % Less than 50 10% 50-60 28% 60-70 28% 70-80 31% 80+ 3% Users’ ratings of retailers’ iOS and Android apps Location-based services built into the apps ASOS’ app has strong user feedback Mobile site speed performance
  34. 34. Page 35 Abercrombie Fitch Yes 1 Yes Yes Yes 1,444 2.9 Yes 10,099 4.2 All Saints Yes 2 Yes Yes No n/a n/a Yes 23,525 3.8 ASOS Yes 2 n/a Yes Yes 586 4.9 Yes 32,394 4.4 Austin Reed No 0 n/a n/a No n/a n/a No n/a n/a BHS Yes 2 Yes Yes Yes 21 2.7 Yes 222 3.4 Blue Inc Yes 2 Yes Yes Yes 30 4.0 Yes 45 4.1 Boden Yes 0 n/a n/a No n/a n/a No n/a n/a Burberry Yes 1 Yes Yes No n/a n/a No n/a n/a Burton Yes 1 Yes Yes Yes 129 4.0 Yes 508 3.6 Clarks Yes 1 Yes Yes No n/a n/a No n/a n/a Coast Yes 1 Yes Yes Yes 354 2.9 No n/a n/a Debenhams No 2 Yes Yes No n/a n/a Yes 4 3.3 Dorothy Perkins Yes 1 Yes Yes Yes 170 3.3 Yes 681 3.0 Dune Yes 0 n/a n/a No n/a n/a No n/a n/a Evans Yes 1 Yes Yes Yes 162 3.3 No n/a n/a Fatface Yes 3 Yes Yes No n/a n/a No n/a n/a French Connection Yes 1 Yes Yes No n/a n/a No n/a n/a Gap Yes 1 Yes Yes No n/a n/a Yes 137 3.4 HM Yes 2 Yes Yes Yes 247 3.1 Yes 77,031 4.1 Harvey Nichols Yes 0 n/a n/a No n/a n/a No n/a n/a Hobbs Yes 1 No No Yes 13 4.8 No n/a n/a Hollister No 2 No No Yes 1,444 2.9 Yes 10,101 4.2 House of Fraser Yes 1 Yes Yes Yes 214 3.4 Yes 158 4.1 Jack Wills Yes 1 Yes Yes Yes 68 4.4 No n/a n/a JD Sports Yes 1 Yes Yes Yes 811 4.5 Yes 6,561 4.1 Jigsaw Yes 0 n/a n/a No n/a n/a No n/a n/a John Lewis Yes 1 Yes Yes Yes 272 2.9 Yes 1,004 3.9 Jones Bootmaker Yes 1 Yes Yes No n/a n/a No n/a n/a Joules Yes 0 n/a n/a No n/a n/a No n/a n/a Mobile support comparison Responsive site Number of apps Is there a store finder on the app? Is it geo aware? Is there an iOS app? Nr of iOS ratings Average iOS rating Is there an Android app? Nr of Android ratings Average Android rating
  35. 35. Page 36 Karen Millen Yes 1 Yes Yes Yes 901 3.0 Yes 4 4.8 Littlewoods Yes 1 No No Yes 93 2.7 No n/a n/a LK Bennett No 1 Yes Yes No n/a n/a No n/a n/a Marks Spencer Yes 3 Yes Yes Yes 898 2.8 Yes 587 3.5 Matalan Yes 1 Yes Yes Yes 42 3.5 Yes 788 3.5 Matches Yes 1 No No Yes 10 3.3 No n/a n/a Miss Selfridge Yes 2 Yes Yes Yes 17 2.6 Yes 247 3.6 Moss Bros Yes 1 Yes Yes No n/a n/a No n/a n/a Net a Porter Yes 1 Yes Yes Yes 2,481 2.8 Yes 1,118 3.9 New Look Yes 1 Yes Yes Yes 681 2.1 No n/a n/a Next No 1 Yes Yes Yes 12,800 2.9 Yes 2,067 3.5 Oasis Yes 1 Yes Yes Yes 1,699 2.6 No n/a n/a Office Yes 1 Yes Yes Yes 115 2.3 No n/a n/a Peacocks Yes 0 n/a n/a No n/a n/a No n/a n/a Phase Eight No 0 n/a n/a No n/a n/a No n/a n/a Reiss Yes 0 n/a No No n/a n/a No n/a n/a River Island Yes 1 Yes Yes Yes 2,690 3.5 Yes 3,844 4.0 Russell Bromley No 0 n/a n/a No n/a n/a No n/a n/a Schuh Yes 1 Yes Yes Yes 143 2.4 No n/a n/a Selfridges Yes 0 n/a n/a No n/a n/a No n/a n/a Superdry Yes 1 Yes Yes No n/a n/a No n/a n/a Ted Baker Yes 0 n/a n/a Yes 33 4.5 No n/a n/a Topshop Yes 1 Yes Yes Yes 5,525 2.5 Yes 1,967 3.6 Very Yes 1 No No Yes 1,502 2.7 No n/a n/a Wallis Yes 2 Yes Yes Yes 46 3.6 Yes 75 3.7 Warehouse Yes 1 Yes Yes Yes 1,216 2.5 No n/a n/a Whistles Yes 0 n/a n/a No n/a n/a No n/a n/a White Stuff Yes 0 n/a n/a No n/a n/a No n/a n/a Zara No 1 No No Yes 313 4.5 Yes 38,066 4.1 Mobile support comparison Responsive site Number of apps Is there a store finder on the app? Is it geo aware? Is there an iOS app? Nr of iOS ratings Average iOS rating Is there an Android app? Nr of Android ratings Average Android rating
  36. 36. Page 37 Imagery is critical in selling fashion, and many of the retailers have invested heavily in this area, with most now having at least five images . The very best don’t just include an array of images, but they include detail shots of specific elements of the clothing, or full 360 degree rotations (eg Dune, noting that this is much easier for shoes). For most, not showing the model’s head remains the approach, reflecting both the additional cost of doing so and beliefs around whether this helps or hinders the customer’s purchasing process. Video remains relatively uncommon, and while retailers such as ASOS will include catwalk video prominently, only 15% of retailers use video so they are in the minority, and there is no real correlation with breadth of range or product price. The Net-a-Porter PDP is a stand-out, as might be expected from a brand that can afford to invest behind this page, given the average selling price. Their imagery is extensive, their support facilities prominent, and not only are they keen to enable social sharing, but Weibo is also included as a posting destination. The visual design too has clearly been an area of focus. At an entirely different price point, the Next PDP also features a number of interesting aspects. With a great set of images and zoom tools, the page also works the upselling very hard by putting together its collections and enabling their purchase all from within the same PDP. Whether customers are comfortable buying capsules and whether these recommendations are sufficiently accurate (personalised or otherwise) remains to be seen. Experience Areas Product detail pages 7% x2 19% x3 20% x4 26% x5 28% x6+ Top retailers in product detail pages 8/10White Stuff 8/10Wallis 8/10Top Shop 8/10Littlewoods 8/10John Lewis 9/10Schuh 9/10French Connection Yes 15% No 85% Video included on the PDP Net-a-Porter’s strong use of imagery Cross-sell and up-sell features on the Next PDP Number of images shown on the PDP
  37. 37. Page 38 Key for many customers is knowing the returns policy and understanding the delivery costs impacts, but surprisingly few retailers build on their strong propositions by highlighting this on the PDP. For some retailers, the information is challenging to find till much later in the purchase process, and not because it is expensive. As ever, each retailer will have nuances that make best practice guidelines more or less relevant – the Net-a-Porter customer is less focused on delivery charges when viewing £2,000 dresses. All Saints nicely presents its returns offer and also uses a counter to focus the mind on the cut-off, though this is potentially unhelpful when the cut-off is a number of hours away. For information content, Schuh’s PDP is exemplary. Its delivery and returns are very prominent, it handles colourways smoothly, has an excellent array of visuals and supporting tools, brings reviews to the fore and sensibly incorporates a ‘fitting’ appraisal, and even integrates store stock well. Its visual design is also very coherent, with calls to action well differentiated, promotions clear and different page components nicely orchestrated. Were it not for a lack of video, which would be low on the priority list for a shoe retailer, the Schuh PDP would have scored 10 out of 10. Experience Areas Product detail pages Recommendations for you... Yes 81% No 19% Yes 50% No 50% Yes 59% No 41% All Saints’ returns terms are prominent on the PDP Schuh’s PDP is a lesson in best practice PDPs featuring user reviews PDPs featuring recommendations PDPs featuring cross-sells or up-sells
  38. 38. Page 39 Abercrombie Fitch 2 No Yes No Yes No No All Saints 3 No Yes No No Yes No ASOS 4 Yes Yes Yes No Yes No Austin Reed 2 No Yes No Yes No No BHS 4 No Yes No Yes No Yes Blue Inc 3 No Yes No No No No Boden 10 Yes Yes Yes Yes Yes Yes Burberry 6 No Yes No No Yes No Burton 4 No Yes No No No Yes Clarks 7 No Yes No No Yes Yes Coast 4 No Yes No No n/a Yes Debenhams 4 No No Yes Yes No Yes Dorothy Perkins 5 No Yes No No No Yes Dune 7 No Yes n/a Yes Yes Yes Evans 4 No Yes No Yes No Yes Fatface 2 No No n/a No Yes Yes French Connection 5 Yes Yes Yes Yes Yes No Gap 5 No Yes Yes Yes Yes No HM 4 No Yes Yes Yes Yes No Harvey Nichols 5 No No No No No Yes Hobbs 4 No Yes No Yes Yes Yes Hollister 4 Yes Yes No No No No House of Fraser 4 No Yes No Yes Yes No Jack Wills 4 No Yes Yes Yes Yes No JD Sports 5 No Yes Yes Yes Yes Yes Jigsaw 3 No Yes Yes Yes Yes Yes John Lewis 5 No Yes No Yes No Yes Jones Bootmaker 5 No Yes n/a No Yes Yes Joules 2 No Yes Yes No Yes Yes Product detail pages comparison No of images Video Image tools Models faces shown Images of clothing detail Images in colour variations Reviews provider
  39. 39. Page 40 Karen Millen 5 Yes No Yes Yes Yes No Littlewoods 3 No Yes Yes Yes Yes Yes LK Bennett 6 Yes Yes n/a Yes Yes No Marks Spencer 5 No Yes Yes No Yes Yes Matalan 3 No Yes No No Yes Yes Matches 6 No Yes No Yes No No Miss Selfridge 3 No Yes No No Yes Yes Moss Bros 6 No Yes n/a No No No Net a Porter 8 No Yes No Yes No No New Look 3 No Yes No No No No Next 3 No Yes Yes Yes No No Oasis 3 Yes Yes Yes No Yes Yes Office 7 No Yes n/a Yes No No Peacocks 6 No Yes No Yes Yes Yes Phase Eight 6 No Yes No Yes Yes Yes Reiss 6 No Yes No Yes Yes No River Island 4 No Yes No Yes Yes No Russell Bromley 5 No Yes n/a Yes No No Schuh 8 No Yes n/a Yes Yes Yes Selfridges 5 No No No Yes Yes No Superdry 7 Yes Yes Yes Yes No Yes Ted Baker 5 No No No Yes Yes No Topshop 5 Yes Yes Yes Yes Yes Yes Very 4 No No Yes No No Yes Wallis 5 No Yes No Yes Yes Yes Warehouse 5 No Yes Yes No Yes Yes Whistles 5 No Yes Yes Yes Yes No White Stuff 3 No Yes Yes Yes Yes Yes Zara 6 No Yes Yes Yes Yes No Product detail pages comparison No of images Video Image tools Models faces shown Images of clothing detail Images in colour variations Reviews provider
  40. 40. Page 41 Abercrombie Fitch Yes No Yes Medium No No All Saints Yes No Yes No High No ASOS Yes Yes Yes No No No Austin Reed Yes Yes Yes Medium Medium Yes BHS Yes Yes Yes Medium Medium Yes Blue Inc Yes No Yes High High No Boden No Yes Yes Medium No Yes Burberry Yes No Yes No No Yes Burton Yes Yes Yes Medium Medium No Clarks Yes Yes Yes Medium Medium Yes Coast Yes Yes Yes No No Yes Debenhams Yes Yes Yes High Medium No Dorothy Perkins Yes Yes Yes Medium Medium No Dune Yes Yes Yes Medium Medium Yes Evans Yes Yes Yes High Medium No Fatface Yes No Yes Medium Medium No French Connection Yes Yes Yes High High Yes Gap No No Yes High High Yes HM Yes Yes No High Medium No Harvey Nichols Yes Yes Yes High High Yes Hobbs Yes Yes Yes Medium High Yes Hollister Yes Yes Yes Medium No No House of Fraser Yes Yes Yes Medium Medium Yes Jack Wills No No Yes Medium Medium Yes JD Sports Yes No Yes Medium Medium No Jigsaw Yes Yes Yes Medium Medium Yes John Lewis Yes Yes Yes High High Yes Jones Bootmaker Yes No No Medium Medium Yes Joules Yes No Yes High High Yes Product detail pages comparison Recommendations Cross-sells/upsells Size Guide Delivery options prominent Returns policy prominent Stock availability per size

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