According to a Kurt Salmon survey across 25 UK fashion
retailers carried our between January and March this year, whilst some
retailers are significantly ahead of average in some areas, there is still room
for improvement in others.
The consultancy concluded that if fashion retailers want to
be more than average they need to include the following elements in their offer
to customers:
Online: virtual
fitting rooms/outfit builders, wish lists, customer reviews, help via instant
messaging and ability to pay with gift cards In store: wifi, mobile ePos, staff
equipped with tablets or terminals so they can see what the customer sees, as
well as access to live. inventory availability, personal shopping service
Mobile: filter
options when browsing, customer reviews, total spend visible, and a GPS store
locator.
Social: strong
engagement with customers, with frequent updates, blogs and inspiration
Cross
channel/fulfilment: free home delivery (or a threshold to activate this),
next day click and collect, reserve and collect from store option, same day delivery
and specified delivery slots.
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