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.