The purchase experience at the heart of e-commerce strategies

The purchase experience at the heart of e-commerce strategies

In its April 2018 issue, Capital magazine listed the best e-commerce sites for shopping with peace of mind. Working from a base of 10,000 online retailers in France, the Statista institute identified the brands that personalise their online purchase journeys in order to offer their customers new services.

Sébastien Ramel, CSO and co-founder of Fitizzy, shares his expertise in the field in this opinion piece.

Making buying easier by personalising services: the way into e-commerce in 2018

In recent years shoppers have been changing, and so have their expectations. They are becoming more demanding and paying closer attention to the services brands offer, given how many offers there now are. In 2017, 44% of consumers switched to a rival brand after being disappointed by a purchase.

What is more, there are more and more shoppers online. Every month, 58% of them make a purchase on the internet. The advantage online is above all finding more attractive prices than in stores. 59% of French shoppers also feel there is more choice of products online, and when it comes to delivery and returns, the sheer range of options convinces shoppers to complete their purchase.

So that is where the challenge lies for retail brands: personalising purchase journeys to meet shoppers’ needs. In concrete terms, what French shoppers are looking for above all is personalised services. 66% of them buy more of a brand’s products when that brand personalises its purchase experience or its offer.

Offering personalised services: the guarantee of a successful customer experience

The brands that are furthest ahead in optimising their e-commerce sites have understood this perfectly: offering personalised, comprehensive services makes customers satisfied and loyal. An engaged customer is 23% more valuable than an average customer. So that shoppers feel better informed and better understood, brands are investing in innovative solutions for their online stores.

The stakes are just as high in ready-to-wear. The central issue remains sizes that differ from one brand to the next, and how hard it is to test and try products on. The market’s main players are therefore putting the emphasis on innovation so as to offer personalised advice and services when it comes to choosing a size.

All of these services give the online shopper a genuine customer experience. They feel listened to and reassured, and will be more inclined to come back and buy again. Personalising your customer’s digital experience means lifting your site’s conversion rate by 19%.

The best e-commerce sites are the ones that focus on their customers

The brands offering the most services to improve and personalise the online purchase experience are right here in France! And more particularly among our partners, who have answered a need that was staring the clothing industry in the face: recommending the size best suited to a body shape.

And it is paying off! We were delighted to find a number of our best partners in the top tier of the national rankings drawn up by Capital magazine in its special “e-commerce guide” issue. Promod, Helline, Celio, Brice,Dim and Cyrillus stand among the champions of French ready-to-wear sites offering an outstanding, personalised customer experience. The magazine placed them in the top 5 online retailers for shopping with peace of mind. They listen to their customers and offer the best innovative services… And we are rather proud of them!

Discover how our brilliant e-commerce partners ranked:

Would you like to offer a personalised customer experience through size guidance? Our team is here to advise you!