theOutnet.com certainly stands out from some of the conventions of great shopping experiences.
In online retail we often talk about how vital the customer shopping experience is.
Shoppers rarely return to websites where stock levels always seem to be low on items they like.
But theOutnet uses what would normally be frustrating to its advantage. Shoppers feel they have to check it out, even though the things they like are unlikely to be available in their size?
In an increasingly crowded market (Cocosa, Brand Alley, SecretSales, Koodos), theOutnet has created talkability by being THE discount designer store you must log on to, before everything in your size is snapped up.
For some, it’s become a pastime; with finding that something to covet, in their size, regarded an achievement.
Online stores trade on the ‘no pressure to buy, just come and have a look’ theory.
It means that the shop stays front of mind for the customer, so when they do want to purchase they come back, and if they browse and get tempted they’ll buy on impulse.
It’s not rocket science. If you always have something new, customers will keep coming just to look.
In theOutnet’s case it’s not just to look, but also to find that hidden treasure (something they like AND available in their size).
But let’s face it, for many that doesn’t matter. Hands up, how many of you have discount designer clothes or shoes in the wrong size because they were the only ones available?