Don’t Believe the Hype: 3 Core eCommerce Trends in 2019

Don’t Believe the Hype: 3 Core eCommerce Trends in 2019

Heading up an eCommerce business can feel like a brave new world every day. Total industry growth is awe-inspiring. According to data from Statista, global eCommerce sales will hit £3.2 trillion in 2021—that’s a jaw dropping 246% increase in online revenue from 2014. And all that growth is coming hand in hand with changes, too.

“Consumers seem ready to do things differently—almost 40% of our survey respondents would consider a drone as a delivery method.”
(PwC, Consumer Insights Survey 2018)

From the Internet of Things and virtual assistants like Amazon Echo, to voice search and the ongoing boom in mobile commerce, to virtual reality in-store and delivery by drone, there are some big changes afoot.

But at the same time, it’s not always clear where to draw the line between genuine game-changers and industry hype.

Here’s our quick guide to three of the core trends making a true impact on the industry in 2019, and what they really mean for retailers right now.

1. Delivery just keeps getting faster

Keep half an eye on the industry press—any press, for that matter—and you can’t miss the slew of new tech taking convenient delivery to new heights. Oh, and the one name plastered all over it…


Whether it’s delivery by airborne drone in under 16 minutes, a ‘Dash’ service that delivers over 150 brands direct to consumers’ door at the literal press of a button, or even the zero checkout brick and mortar stores of Amazon Go, the retail goliath aren’t slowing down.

And like it or not, Amazon are taking the UK retail market with them in 2019. A massive 88% of consumers are now willing to pay for same-day or faster delivery, and 40% say they’d happily take delivery by drone (PwC, Consumer Insights Survey 2018).

But that won’t make 2019 the year every other e-tailer burns their margins in pursuit of free delivery.

Yes, convenience is now a fact of life in modern e-commerce – but not at any cost.

Building a competitive delivery system still comes down to more than raw spend. We’d recommend E-Commerce businesses keep their eyes on the prize; nailing your core operations with the right partners, precise margin calculations, and the right staff management will go a lot further than a team of drones.

2. Omnichannel finally replacing multi-channel

You might be shocked to see ‘omnichannel’ retail on a 2019 trends list.

But despite being ancient as far as industry buzzwords go, omnichannel remains “one of the last frontiers of digital marketing”—and of E-Commerce itself (eConsultancy).

Partly that’s down to the continued growth in channels.

Achieving an omnichannel operation—unifying multiple channels to create a seamless customer experience—is a major investment at the best of times. Let alone when retailers are chasing down all the individual channel opportunities springing up.

Mobile commerce alone has doubled since 2010 and is set to surpass desktop buying (PwC). Meanwhile other channels are growing fast, with early adopters driving native shopping on social media platforms like Facebook, and brand new tech like virtual assistants and voice search opening new ways to engage consumers.

So is investment in omnichannel really a winner?

The short answer is ‘yes’. This is one trend we’re backing all the way.

Getting omnichannel operations in place paves the way to the seamless customer experience that 77% of shoppers are calling out for (McKinsey), meaning businesses who embrace this shift will reap the rewards.

With benefits ranging from smarter marketing to massive savings in the warehouse and logistics, omnichannel really does represent the future of E-Commerce.

3. Emotional commerce

While it’s easy to get caught up in all the shiny new tech, there are other areas where the industry is making strides—modern consumer psychology is getting smarter all the time.

Put these two together and there’s real potential for retail businesses to win consumer’s hearts and take their E-Commerce strategy to a whole new level.

After all, some of the statistics attached to emotional methods are pretty incredible…

Could ‘social proof’ seriously deliver a 270% higher conversion rate—up to a staggering 390% for more expensive luxury products? (Spiegel Research Centre) Could using simple storytelling increase the amount consumers will pay for a painting by a full 11%? (eConsultancy)

Could using simple storytelling increase the amount consumers will pay for a painting by a full 11%?

– Econsultancy

But while these results do seem incredible, the truth is using emotional strategies isn’t all that revolutionary.

You’re already tapping into consumer emotions every time you launch a sale, offer loyalty points or share your contact information. Chances are your E-Commerce trading team are already experts in the field of emotional strategies.

So expect businesses to get smarter about using emotional triggers, but expect the results to be stronger growth rather than industry transformation.

The e-commerce essentials

There you have it, three of the core trends driving change in E-Commerce this year. This list is by no means exhaustive, but we do think it pulls the hype from the genuine game-changers.

Ultimately, it’s a focus on concrete results that sets successful brands apart. Retail businesses that keep their focus sharp and target strategies that deliver measurable ROI will be the ones that succeed in 2019—just like any other year.

John Coyne
21st Dec 2018

Does Virtual Reality Have A Place In eCommerce?

Does Virtual Reality Have A Place In eCommerce?

Back to the Future

My first encounter with Virtual Reality (VR) was in 1992 in the Trocadero off Piccadilly Circus, London. The Virtuality 1000CS arcade machine they had was pretty much the state of the art at the time and I duly paid over the exorbitant asking price so I could have a go.

The few minutes I survived in “Grid Busters” was an experience like no other. I left feeling, maybe a little short changed, but excited to see how the technology would develop over the coming years.

Roll forward to 2018 and the “Actual Reality” of VR was a pretty slow burn and it’s taken the best part of a quarter of a century for the technology to get here. But here it is and it’s gathering pace in a way that deserves our attention.

“Virtual Reality is here and it’s gathering pace in a way that deserves our attention.”

VR Technology Bandwagon

Over the past 12 months alone, investors have put more than $1.7 billion into VR technologies according to and numerous devices have been launched onto the market.

Samsung Gear VR and Oculus Rift & Go, PlayStation VR, HTC Vive, HP Mixed Reality, LG 360 VR are some of the main players – and the technology has advanced dramatically.

High resolution, fast refresh rates, a wide field of view and 3-axis tracking is where we’re at; which all translates to a truly immersive experience.

And the market is growing. According to CCS Insight, by 2018 it’s estimated that 24 million VR devices will be sold globally, with hundreds of new start-ups and hundreds of smaller players flooding into the market.

Augment your Virtual Reality?

Alongside VR, and often mentioned in the same breath, is Augmented Reality (AR). Augmented Reality is an interactive computer-generated experience of a real-world environment that has elements “augmented” in various ways.

Augmented Reality can be experienced on your phone, tablet or laptop and has some possible advantages over VR in that simple payment mechanisms are built into the device you’re using for the experience, for example, Apple Pay or Google Pay.

Virtually Useless?

Our interest here is retail and e-commerce and how this technology could be useful in extending reach, driving conversion/sale and providing actionable data. Also, what’s the cost of all this and can ROI be achieved for a mid-sized retailer? Let’s take a look at some examples of what people are doing today with the technology today.


Ikea’s Place (AR)

Ikea’s “Place” AR app lets you browse their catalogue and place items in your living room to their scale size, helping you to not buy a sofa and get it home to find out it doesn’t fit.

The app also allows you to take a photo of an item and then it will look up similar items from the Ikea catalogue.

The app gets 4.6 out of 5 on Apple’s App Store and our quick play with it here showed it was easy to use and get going. There were some odd looking sizing issues and surely Ikea is missing a trick by not building any checkout functionality into the app?

Avametric (AR)

As many as 35% of consumers say they would shop more online if they were able to try on products virtually before they pressed the buy button (Walker Sands retail report).

Avemtic’s technology allows consumers to try on clothes within their app. Their technology advances on previous efforts in this area by accounting more accurately for body type, size and the fitting of the garment.

GAP are one of the first consumer brands to leverage the technology allowing their customers to see how clothes will look on them in an augmented reality environment.


ShelfZone (VR)

Invrsion’s ShelfZone system, pushes the boundary even further by entering the world of Virtual Reality. In this space Invrsion offer solutions for retailers looking to develop and test new concepts in point of sale as well as test category and brand communication and shopper behaviour analysis. And this perhaps is getting to the heart of where VR can start to provide ROI – the rich data that retailers can gain from consumers interaction with these virtual worlds.

On top of this Invrsion offer “v-commerce”, allowing consumers to browse and shop in a completely virtual environment.

Virtually Unaffordable?

Undoubtedly there are some interesting innovations in the field of Augmented and Virtual Reality, but what of the cost of producing these virtual worlds and is there any chance of ROI?

Costs are difficult to pin down, but anecdotally we are talking about several hundred thousand pounds to get in the game. That’s a lot of gross profit to pull back in for a mid-sized retailer. AR will also require different versions for different devices and the VR market is still much fractured with some standards starting to form but even then the user base is primarily interested in playing games and not shopping… at least for now.

So in summary, if you’re a higher tier retailer with a full optimised omnichannel strategy there probably is a business case split across data capture, press opportunities and who knows – even sales; but our advice for mid-tier retailers, for now, is “watch this space” – there is almost certainly lower hanging fruit to pick before you pop your virtual cherry.

Chris Maule
19th Sep 2018

10 Tips On Clearing Surplus Sale Stock

10 Tips On Clearing Surplus Sale Stock

Are your stockrooms and warehouses getting more and more jam-packed by the day? Are you struggling to shift your surplus summer stock and still make a profit? Fear not! Our top 10 tips for clearing sale stock will have you freeing up storage space for your new autumn product ranges in no time at all.

1. Summer isn’t over yet!

Autumn stock may have started to land in stores and online but the summer has only just begun, especially for families who are planning to go away during the school holidays. This is great news if you’ve still got lots of summer stock left. Make sure that you aren’t focusing too heavily on autumn stock when planning your marketing activities and merchandising your landing pages. Your customers may not be ready to start shopping for wooly jumpers and coats just yet, so show them all the beachwear and sunglasses you still have in stock.

2. Short of sizes

This tip stands for both full price and reduced items. One of the most frustrating things about browsing a website is seeing something you want on the category page, clicking into the product page and realising that they don’t have the size you need. To prevent your users from experiencing this negative feeling (and associating it with your site), if you don’t have full size ranges then display available sizes clearly on the category listing page so that the user can see whether or not you have what they are looking for before clicking through. You can also provide size filters on large category listing pages so that customers can easily identify the products that meet their requirements.

Many users browse sale sections of websites without a specific item in mind. Depending on the size of your sale section, it’s unlikely they will go through every single item. Therefore the quicker you can get suitable items in front of them, the more likely they are to buy.

3. Be clear on delivery charges

Many retailers exclude sale items from counting towards their free delivery thresholds. If you are one of those retailers, make sure you are displaying the delivery pricing clearly on sale items. Delivery charges are a big cause of basket abandonment so make sure you are clear from the outset.

4. Make it as easy as possible for users to find what they are looking for

We see many retailers adding all of their sale items (sometimes hundreds) to a single listing page. Some don’t even offer category or product type filters! This is a nightmare for users in this time-poor age of impatience. Why make your customers work to find what they are looking for? A few additional landing pages will save them time and improve your chances of ranking organically for sale-related search queries. Break your sale into sensible categories but don’t go overboard – make sure you have enough product to fill each of the sub-categories.

5. Create a sense of urgency

It’s likely that you’ll only have few units per size/colour left by the time you go into sale. Use this to your advantage and highlight when there are only one or two left. This will create a sense of urgency and encourage the user to order now so they don’t miss out.


6. Marketplaces and comparison engines

As you’re in a hurry to sell your stock, make sure that it can be found in as many places as possible. Lots of users visit sites like Amazon, eBay and Google Shopping when looking to find the lowest price for an item. If you aren’t already, get your products listed and make sure that the feeds to sites like these – and any other third party sites – contain up-to-date pricing.

7. Highlight your returns policy

Let your users know that it is within their rights to change their mind and make sure that the returns process is as simple as possible. Offer a collection service and the ability to return to a local store, for instance. This will encourage them to act on impulse and not put too much thought into completing their purchase. Offering this kind of customer service may increase returns in the short term but it is likely to give you a competitive edge and increase lifetime value through repeat custom.

8. Cross selling

Don’t exclude sale items from the related/complementary items displayed on your basket and product pages. Their lower prices make them ideal as ‘add ons’ as users are far more likely to purchase discounted items on a whim. So long as you have your targeting set up right, this feature could be a great way to increase your average basket value during sale time.

9. Checkout optimisation for devices

As the purchases of many sale items are completed with less thought and consideration, the customer is also less likely to have a real need for these items. This means that if they have any problems completing their journey through the checkout they are more likely to drop out than persist.

Make sure you know which devices your visitors are using and ensure the checkout is optimised accordingly. Many retailers make their checkouts responsive but fail to optimise them for touchscreen users. Typing on a touchscreen can be painful so avoid making the user type where possible. Add placeholders to your fields and add validation ticks as confirmation that they’ve been filled out correctly – this will prevent them from having to go back and re-enter their details if they get them wrong. Offering options like PayPal, postcode look-up and saved card details all make the process much easier for a touchscreen user.

10. Highlight the saving

Make sure that your users know exactly how good your offer is. If you believe that you are selling at a competitive price then be clear and display the amount the customer is saving. Highlight this in red along with the sale price so that it stands out on the page.

To discuss unified commerce for one great customer experience, why not give John or Chris a call on 0845 521 0444 to see if we can help!

Stephanie Fenton
6th August 2018

Irrational Shoppers: 3 Ways to Boost eCommerce Conversions With Behavioural Economics

Irrational Shoppers: 3 Ways to Boost eCommerce Conversions With Behavioural Economics

It’s easy to slip into thinking that consumers do their shopping based on cold, hard facts. Get the right product, set the right price, display it clearly on your site and there: conversions will take care of themselves. Right?

Well not quite.

The truth is emotion goes right to the heart of every purchase. Appealing to consumers’ hearts is a fact of life in E-Commerce, and business returns have been proven time and time again in ‘behavioural economics’—a buzzword-heavy but highly useful take on things.

Ultimately, growing your business means engaging consumers on a human level. Giving them reasons to connect with your business and build a relationship with your brand.

So how can we create these relationships and drive conversion in E-Commerce?

Well it turns out taking advantage of consumer behaviour to boost conversions and sales might be easier than you think—the secret is just staying smart about consumers’ motivations.

So here are three simple strategies built on consumer behaviour…

1. Price Anchoring

The strategy behind ‘price anchoring’ is simple: price is always relative.

“Nothing is cheap or expensive by itself, it is only in comparison to something else,” say eConsultancy. “After seeing a £250 hamburger on a menu, a £65 steak seems quite reasonable. An £89 T-shirt looks cheap next to an £18,000 bag.”

“Nothing is cheap or expensive by itself, it is only in comparison to something else”

– Econsultancy

Truth is, consumers hitting your pricing pages don’t know whether your products offer good value straight away. Instead, they work it out by comparing the price of your products to others—finding an ‘anchor’ price.

To boost conversions all you need to do is make sure you have the right ‘anchors’ on display.

How The Economist Do It

The Economist magazine infamously nailed this tactic on their website, as Dan Ariely explains in his TED Talk. The website gave consumers three prices for three subscription options:

Online only: $49.99/year
Print only: $99.99/year
Online + print: $99.99/year

Seeing these options, 84% of consumers went for a bigger spend with the online and print package, while just 16% bought the cheaper online only package. Meanwhile zero consumers went for the print only option.

So why did the Economist offer a third option—the print only package—that they never sold?

Because of price anchoring.

Given a straight choice between the cheap online only, and the expensive print and online package, a massive 68% of consumers went for the cheaper option instead.

But keep the expensive print only package on display, and the revenue-boosting online and print version looks like a bargain, which dramatically changes consumer behaviour.

Of course, you don’t need to invent whole new packages—and you definitely don’t need to start manipulating your prices. You just need to make the most of your careful pricing calculations by making sure consumers see your prices in a context that helps them see the value.

2. Social Proof

If you’ve made a single online sale then you already have a massive marketing asset—your existing customer(s).

“The science is telling us that rather than relying on our own ability to persuade others, we can point to what many others are already doing.”

– Dr Robert Cialdini

No matter how on point your marketing strategy is, consumers will always listen to other consumers before they listen to you. This hands your business another easy way to boost conversions: let your existing customers do the persuading for you.

The simple way to nail social proof is putting customer reviews front and centre.

When products with over five online customer reviews enjoy a massive 270% higher conversion rate—up to a staggering 390% for more expensive luxury products—the results speak for themselves.

But even with numbers like these many retail businesses still hesitate to set up transparent online reviews. We get it: nobody wants to broadcast negative reviews.

So here’s the upside. Social proof works better with a sprinkling of bad reviews. In fact, products displaying an average of 4.5 stars from customers are more likely to convert and sell, than products with 5 stars.

Simply put, honesty is your best policy online.

Consumers want to see what your current customers think before they’ll make a purchase, but they also know when your story is too good to be true. So boost your marketing budget with ‘social proof’ by enabling reviews, and embrace the less than stellar responses too.

3. Scarcity

Scarcity has to be one of the oldest tricks in the E-Commerce handbook, and for good reason—it’s built on instinctive human behaviour.

As consumers, we’re all wired to want what we can’t have. The ‘scarcity bias’ means we’ll just assume that a product in short supply must be worth having.

Managing scarcity is at the core of successful E-Commerce. You’re already grappling with changing online demand and running low on warehouse stock—simply spelling that out for consumers actually makes your products more exciting, so it’s a great way to encourage conversions and sales.

Highlight high demand and limited supply with messages like these on your product pages:

‘2 left in stock in UK Warehouse’‘127 people looked at this’
‘6 people are looking at this’
‘Order in the next 1 hour 17 minutes for next day delivery’

Scarcity tactics like these have been proven time and again. But handle with care…

Getting scarcity wrong can harm your conversion rates. One study found that “when consumers interpreted scarcity claims as a sales tactic, the positive effect of scarcity claims on product evaluation would be diluted.”

That means you have to genuinely run low on the stock before you advertise it. If consumers think you’re just dressing up your stock levels or delivery policies to drive sales, they’ll abandon your site in droves.

So while scarcity is a great trigger to add to your web pages, it has to be built on a solid back end. At minimum, you’ll need an E-Commerce platform that can accurately track orders and stock levels in real time before you can pass that information over to consumers.

Once again, making the most of consumer behaviour comes back to being transparent across your operations, not just on one webpage.

Behaviour is bigger than a webpage

Get behaviour right and strategies like price anchoring, social proof and scarcity can transform your conversion rates.

But real results take more than a few nifty tricks on your product pages. Like we’ve seen, these behavioural strategies only work when you use them transparently—when consumers trust that you aren’t just using these triggers as cheap sales tactics.

And earning that trust is always a bigger commitment, a push for quality and consistency that goes right to the heart of your E-Commerce strategy.

To get more behavioural strategies and discover how they work in your wider E-Commerce growth strategies, download our eBook Beyond the Hype: Four Fundamentals For Sustainable E-Commerce Growth now.

John Coyne
19th April 2018

How To Make Your Clearance Sale Work Harder

How To Make Your Clearance Sale Work Harder

Are your stock rooms overflowing but January sales losing momentum by the day?

If you feel like you’re struggling to clear last season’s stock to make way for your new arrivals then here are our five tips on how to make your clearance sale work harder.

1. Upselling at the basket/cash desk

This trick works especially well in bricks-and-mortar stores but also translates to the web: entice users into making impulse purchases by adding small, low-value items on the basket page or near your cash desk. By the point the customer has decided to buy from you they are more likely to think “why not” to spending a small additional amount. Be careful not to add products that require consideration to your basket page – you don’t want to distract the user from their original purchase. And always provide the user with an add-to-basket button from the basket page so that they aren’t taken out of the purchase funnel.

2. Multi-buy offers

Setting up BOGOF or 3 for 2 offers when you have lots of similar items can get stock moving really fast – everyone likes to feel like they’ve got a great deal and most people snap up the chance to get something for free. The customer may have only needed a single item, but with the chance of getting the third for free they are much more likely to purchase a second on impulse. Similarly with buy-one-get-one-free, a customer might not need the product right now but they will be far more tempted if they feel like they’re getting it at half the normal price.

Examples of multi-buy offers that work well:

  • Buy one get one free
  • 3 For 2 (or similar)
  • 2 For £20 (or similar)
  • Free gift per order
  • Free gift when buying certain products
  • Percentage off certain products when bought with other products

3. Size filters and overlays

Hopefully by mid-January you’ll have cleared a good chunk of last season’s stock. This means that you’re likely to be short of certain sizes or product variants. Customers are likely to become frustrated and leave your site if they click onto several product pages only to realise the size/model they want is out of stock. To prevent this poor experience always offer size or variant filters and provide overlays to show which variants are still available.

4. Take advantage of the weather 

Your pre-spring stock may be landing but it’s still freezing outside – this is great news if you’ve still got lots of winter stock. Use social, email and PPC to push this winter stock on particularly cold days. It’s also worth having emotive artwork/adverts ready so that they can be put live as soon as it becomes particularly cold. In your adverts be careful not to focus too heavily on the negatives of cold weather and highlight better aspects such as snuggling up in warm clothing, spending time indoors with friends, winter walks with the family, etc.

5. Retargeting

Use dynamic remarketing to retarget users who visited your product pages during the Christmas shopping period but didn’t make a purchase. These people may be more likely to purchase the products they were unsure about at their new discounted price. To ensure your remarketing campaign works well;

  • Break down your audience by the time since they last visited your site. You can then experiment with bids to find out which time period provides the best ROAS.
  • Maximise your reach by making sure that you are using all available ad sizes and formats.
  • Set up frequency caps so that visitors don’t become annoyed by being served the same advert too many times.

Stephanie Fenton
11th Jan 2018

Reducing Online Returns – What Can Fashion Retailers Do?

Reducing Online Returns – What Can Fashion Retailers Do?

In a competitive online market, how you handle online returns can be a key differentiator between you and the competition, but still it remains one of the more difficult areas of eCommerce customer service to get right.

How helpful, quick, simple and flexible your returns policy is can be the difference between gaining repeat customers and sending them into the arms of a competitor. Making the returns process as painless as possible is one thing, but what if you could actually reduce the number of goods sent back to you in the first place? Surely this is the ideal situation?

One sector with a high number of returns compared to others is fashion retail. There are now solutions on the market that enable retailers to help their customers choose the right fit, saving them the hassle of trial and error online ordering and the potential frustration of purchasing the wrong size.

Some examples from across the industry are:

ASOS – Virtusize

US retailers report return rates of between 20 and 40 percent for online sales*, with wrong size and poor fit being cited as the number one reason for returning goods. On top of that, nearly 75% of retailers cover the cost of delivery and/or returns – an expensive exercise if return rates are high.

ASOS offer customers free shipping and free returns, allowing them to give customers the ‘changing room experience’ at home – essentially ‘buy and try’. But it all costs money.

The online fashion giant has reduced fit-related returns by almost 50% with the introduction of a virtual fitting solution, Virtusize. This allows customers to compare measurements of an item they are looking to buy with an item they already own – displaying 2D silhouettes of both garments so customers can accurately compare and contrast sizes. Although many people are still taking advantage of the free shipping and returns, integrating a tool such as Virtusize helps to inspire confidence during the purchasing process.

One extra selling point for Virtusize is that once a user has an account and uploads garment templates, they can use the saved images on any retail site that has the tool.

Running Warehouse – Shoefitr

Running Warehouse, has managed to reduce fit-related returns by up to 23% with the introduction of an app which allows customers to find out more accurate information about shoe sizes. They are already seeing a high percentage of orders coming from customers who have utilised the Shoefitr app, using a database of internal shoe measurements acquired using 3D imaging.

The app compares the size and shape of a shoe a shopper is currently wearing with the one they want to purchase. It then recommends the best size and offers the customer more details about the shoe fit, comparing it with other sizes.

House Of Fraser – True Fit

One of the UK’s leading department stores now uses a sizing tool, True Fit, as part of a redesigned touch-screen optimised site. With a significant volume of traffic coming from mobile devices, House of Fraser adapted its strategy to a ‘mobile-first’ approach, including the addition of True Fit in order to help decrease fit-related returns and issues.

Once True Fit was integrated into the House of Fraser site, customers filled in the details of their size, weight, body shape and other measurements. True Fit then uses that data to make a recommendation of the size that’s best suited to that individual. Importantly, from a customer UX perspective, this size then appears on subsequent product pages meaning customers are directed to the right fit as they shop.

Sojeans – Soselect


Sojeans integrated sizing tool, Soselect, offers customers a size profiling interface that produces personalised product recommendations.

In just four clicks, users of the site are able to find a perfect pair of jeans in terms of shape and style. Soselect asks for basic details of height and weight and then some more specific body shape questions. A smart addition to the tool then asks users to select what type of shoes they wear, further helping the site to give an informed and targeted product search result.

Some experts have noted that the tool is great for customers who have a ‘price is no object’ approach to online shopping. If the 100% shape and style fit is too expensive but a less suitable pair is in the right price range, then Soselect essentially becomes obsolete. However, if free delivery/returns is offered in conjunction, then it may be the case that customers purchase two or three different styles and sizes across a range of prices to find the best option.

With competition in the online fashion sector at a very high level, it’s important that customers have a simple and cheap way of returning goods that don’t quite match their expectations from a fit perspective. But the importance of repeat business is obvious and assisting customers with regards to sizing and fit during their purchasing journey can only help in reducing returns and increasing customer satisfaction. ‘Getting it right’ for customers is key to ensuring they continue to spend money on your site and with high expectations in terms of site performance and post-purchase customer service, user experience in fashion retail now includes making it simpler and easier to find a product that’s the right size and shape.

*Econsultancy –

Stephanie Fenton
22nd May 2017