5 Ways Fashion Retailers Can Enhance Their Customers’ eCommerce Experience

Written by Harry Bray

August 26, 2021

“88% of online shoppers say they wouldn’t return to a website after having a bad user experience” – Amazon Web Service

With your brand’s reputation on the line, creating a positive customer experience that attracts new customers and retains existing ones is essential.

In today’s blog post, we’re going to take a look at 5 ways fashion retailers can improve their customers’ eCommerce experience and ultimately convert more sales from happy customers!

1. Store Navigation

There are 2 main ways that customers are going to navigate around your online store, via a drop-down menu and by a product search bar.

It’s easy to make your navigation menu over-complicated and confusing, which will instantly drive away customers. Make sure you segment your product categories in a simple and straightforward way that requires the least amount of navigating to get to their desired products.

Using the product search bar is becoming the “go-to” method to navigate through online stores. It can deliver more accurate product results in a fraction of the time compared to a drop-down menu.

“It takes just 0.05 seconds for people to form an opinion about your website” – CXL

The modern-day shopper is impatient and doesn’t want to wait for slow search results. If your search bar lags behind, the customer will presume that the rest of your store is the same and leave to a competitor.

Finally, the accuracy of the results your search bar returns is crucial. If your search bar suggests irrelevant products, it will frustrate the customer and force them to leave.


2. Visually Similar Search

In some ways, visually similar search is an expansion on the traditional search bar. It’s where customers can upload an image of a product they like, and AI will recognise the image, shapes and colours to match the customer with the exact or similar products.

Visual search drives 6.4% of eCommerce revenue” – Salesfire

This means that giving the customer the option to upload their own images creates a much more engaging and productive user experience, especially for fashion retailers.


3. Personalisation

“80% of consumers are more likely to make a purchase when brands offer personalised experiences” – Epilson

The reality is that customers react better to content that speaks directly to them. The intelligent use of real-time data enables the retailer to create a unique and personalised customer journey that resonates with their consumers’ needs.

So how can you personalise your customers eCommerce journey?

One way is with product recommendations based on the customers’ historical data or browsing history. Showing suggested products that the shopper might be interested in while browsing your online store provides an excellent opportunity to upsell or cross-sell complimentary items!

Another powerful personalisation tool for fashion retailers is Salesfire’s Behavioural Overlays. These are intelligently triggered messages and pop-ups based on the shoppers’ on-site behaviour that either accelerates customers through the shopping process or simply navigates them to an alternative section of the site.

For example, the AI could identify that the customer has been viewing their summer collection. The Behavioural Overlay would recommend that the shopper subscribe to the mailing list to receive updates on any new summer collection releases.

4. Email Retargeting

Email retargeting is designed to recover lost sales, grow subscriber lists and re-inject customers back into your sales ecosystem.

Similar to many personalised strategies, email retargeting can come in many different shapes and sizes.

Basic retargeting can be the use of personalised name tokens in the subject line or email text. More advanced retargeting can be cart abandonment emails, specific product recommendations and promo offers based on the shopper’s age, gender or interests!

By simply segmenting your customer lists into smaller groups such as age, location and gender, you can effortlessly curate personalised emails that deliver the right content at the right time.


5. On-site Prompts

The idea behind live prompts is to communicate useful information and friendly reminders to shoppers who are browsing products on your online store. Prompts are entirely customisable and make the customer feel like the notification is especially for them.

Salesfire has a complete library of effective Prompts that fashion retailers can take advantage of. Whether that’s highlighting the number of sales in the last 24 hours or encouraging the customer to read the product reviews, there’s a prompt for every situation!

Prompts are often the most beneficial in leveraging scarcity, a marketing tactic that uses the fear of loss to sell more, increasing a customer’s perceived value of a product.

Research into scarcity marketing shows that customers place a higher value on products that are of limited availability.

Aside from boosting sales, prompts are a great way to build credibility and trust.


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