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Drapers Digital Forum: Cohesiveness vital to creating an immersive digital experience

Stepping outside of your organisation and putting yourself in your customers shoes is key to an immersive digital experience, says New Look’s group digital director Jack Smith.

Speaking at the Drapers Digital Forum this morning, he highlighted how many individuals working within ecommerce rarely take the time out to experience the digital journey as a customer would and understand where the pain points lie stating “you don’t get that from data”.

Using an example from New Look, he said that just six months ago, the site was set up to empty the customer’s basket if they had not checked out within 15 minutes. He said: “Don’t interrupt the customer and make them think. You want them immersed in an enjoyable, relaxed mode where shopping happens naturally, not interrupted by a transactional message.”

Smith, who joined New Look 12 months ago, said the experience must be consistent and integrated across every channel and that whilst retailers often talk about the theatre of stores, they should also look at the theatre of their online proposition – “you want it to be a road trip rather than a customer journey.”

Smith also said that standing out in the competitive fashion crowd is down to “knowing who you are as a brand an creating advocacy with your customer” and focusing on delivering to meet their needs.

Readers' comments (2)

  • What about high rates of clothing return? Customers get no satisfaction at the end of these road trips if they are returning 4 of 10 purchases.

    Too little is done to reduce returns and the industry has permitted it.

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  • Jack makes a great point.

    Tech people (I know a few!) normally shy away from speaking with customers, preferring to look at data instead! It's not a slight on them. Just a personality thing.

    I'm at the other end of the spectrum. I am with shoppers every day. Whether in physical stores or buying online for them.

    I agree with the comment above that returns are too high. It is not good for shoppers and it cannot be good for margins. Returns should be a KPI measure of how well customers are served.

    Success will undoubtedly come to retailers (digital and stores) who put every shopper first. For info, Under 25s are more open to brand influence and theatre. Over 35s want hassle free efficiency. Everyone wants better service and less disappointment.

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