Retailers should take small but significant steps to improve customer’s online shopping experience, Mango’s online sales director Roger Graell told delegates at today’s Drapers Digital Festival.
Graell stressed that Mango had focused on “excellent execution” to improve customer’s journeys around its website.
“When we plan the customer experience, we must execute it properly – that’s the key to success,” he said. “We have to make sure every single step the customer takes in ecommerce is done properly. It’s better to take small but well-executed steps, rather than go fast and not deliver the expected response.”
Personalisation was one of the key themes at the Drapers Digital Festival and Graell added that Mango had applied the same steady to approach to customising the online experience.
“Rather than making a 180-degree change in the way we communicate with customers, we go step by step to personalise the point of contacts where we can really add value. From there, we keep improving and improving. The first steps is to add some personalised content and a personalised check-out, so you know which card or other payment method customers will want to use. You have to keep moving forward to make customer journeys easier and faster every time.”
He also urged retailers to improve data collection in store to match the amount of customer information collected online.
“Millions of customers interact with the business through stores. Ecommerce is evolving and some customers are really taking advantage of ecommerce, but we can’t lose focus on the millions of store customers. We must be able to collect data across every single channel.”