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The most successful fashion retailers continually improve their product offering to new and existing customers as well as nurture their customers’ shopping experience in a way that continuously makes customers welcome and happy shopping with them.
As the key for every online fashion retail businesses, longevity is growing and retaining its loyal customer base. And for keeping customers happy and loyal requires a fine blend of optimizing both your product offering and customer experience. This blog is to help people who are keen to find the best fashion e-commerce script or solution to launch their trending online fashion store.
And to produce that fine blend fashion eCommerce businesses use a very well-established technique: Personalisation.
The cornerstone of personalizing any step in your customers’ journey – from discovery to purchase and to repeat purchase is data collection.
Read more about 10 amazing facts about eCommerce personalization
What is personalisation in eCommerce?
The ability to serve tailored content to an otherwise anonymous segment of users (web traffic) is the first step in personalization.
And online fashion retailers do not hesitate to collect a customer’s critical data points to power their eCommerce store which varies from personal details and their interests based on the history of what they surf on the online store.
With the infrastructure in place to efficiently and accurately collect data in real time, all best-in-class personalization platforms are driven by artificial intelligence and machine learning; which track on-site and customer data points in real time and then deliver a unique personalized experience to each online store visitor (whether window shoppers or customers).
Leaving every potential customer question their privacy.
While 22% of the shoppers are unhappy about the personalization experience they get from technical cookies thing, adding to that the highest vulnerable industry is e-commerce by experiencing 32.4% attacks in various forms. As E-commerce sites and apps have storage and exchanges of critical data and sensitive info, tempting malicious attackers the most.
When this is the case how will you employ the highest level of personalised experience formulating a business strategy around your specific needs and size of your customers without hurting their privacy?
Well, I advise you to develop a personalized shopping strategy that will typically create a more whitehat experience of your brand. And this strategy will employ the explicit method of data collection with a rare touch of AI.
By incorporating all the comforts they enjoyed while shopping in direct fashion stores will be a heart-warming experience. Which in turn makes your customers feel secure and safe while shopping with you online.
Stick with me as we explore the TOP 5 features that you might need to include in your fashion e-commerce that changes the way your online customers’ shop.
1. Modern level of fashion eCommerce store personalisation
Online fashion retailers are tracking their customers across multiple devices to gain valuable data on who their most valuable customers are, how often those customers are interacting with their brand, and what those on-site experiences look like so that their customers receive all the benefits in a more cohesive, personalized experience, as a direct result of being recognized throughout their purchase journey.
Explicit personalisation has some distinct feature, that the e-commerce retailers can accumulate the data from the user without spending much on machine learning but by using a form manner.
During explicit data collection, your fashion eCommerce website needs to collect data from your visitors that describes the users’ interests, preferences, activities and context. This information specifies the visitor’s profile, which in turn, determines what content they will see.
So explicit data is provided intentionally and taken at face value rather than analyzed or interpreted for further meaning. Examples of explicit data include information provided in surveys and membership applications.
Here is the example of explicit data collection:
Online fashion retailers can directly get the required data from the customer like direct shopping. The curations are
- Men & Womens curation for tops (Different Sizes S, M, L, XL and so on)
- Trousers & Bottoms (Hip size – 28, 30, 32 etc)
- Favourite Brands
By providing the details, every customer can find the best outfit for them as they do in direct shops.
Online shopping often makes customers disappointed to see their most like shirt or top found not in their preferred size many times after the product arrives. And sometimes the preferred outfit is found to be out of stock only after the adding to cart process.
This is something inevitable in the old way of e-commerce, so the upcoming fashion e-commerce stores with personalisation will prepare to the show based on the outfit size and in-stock preferences that a customer already selected.
Having said that, there is a possibility of missing the option to explore the other products that will go the outfit in the e-store, just to avoid that the modern online fashion store should allow changing the fashion listings based on the curations or everything.
Personalisations enables one more complicated yet most needed feature that any online fashion store never had before.
That is, gifting a best-fit fashion collection to your friend.
Sending fashion gifts to your friend:
If a customer wants to gift their friend a fashion outfit collection, there are many things goes up on his mind starts from fits, colour, the brand that suits his friend.
This is the major reason why the traditional fashion e-commerce scripts or websites provided an option called sending money as a gift to their wallet which seems a history now.
It’s now time to gift friends with their best curations collected already by the system.
What a user should do is use the gift to my friend option and select all the curations like
- Skin Tone
- A preferred outfit for the gender
- Scrutinize it based on the outfit preference (Shopping for a male friend -> Shirt -> Half-sleeve -> Colour that matches his skin tone -> bottom wear and so on, for instance)
2. Outfit suggestions based on colour tones
Not all the fashions lovers are the best shoppers. Some of them spend their whole day in selecting different colours and later to find it not suitable for their skin tone.
This is something still a big issue revolves around even in the direct shopping in fashion centres.
In such a case how can a modern fashion e-commerce store solve such a complicated problem?
It’s not big math.
It’s about arraying the best choices colours for the different colour tone of peoples. Just like the below example,
The part of curations should also ask what tone the user is.
So, the system can easily filter out the best match, fit and also from his favourite brand. These selections of filters should be always adjustable to aggregate more items from the whole system.
The problem does not stop here when you find the right choice of top or shirt, the next problem is finding a better bottom.
Sometimes direct shopping also has the outfit problems while choosing a suitable match for a pant and shirt. But do you still think that it would be a problem anymore?
Not at all as we have already matched a shoppers skin tone with his or her preferred fashion, no shopper will be disappointed after receiving their outfits from a retailer at hand.
3. Seasonal product listing
In order to generate more sales, online retailers are providing a seasonal offer to their customers, to show their strong interest in client service.
How the new fashion e-commerce store will help them make a difference in the seasonal product listing?
Let’s say if you’re geometrical location is in Canada, where you’re experiencing snow. When you shop using best fashion eCommerce store developed using smart technology, the online store will prioritize filtering winter clothes like woollen jackets, gloves and socks to keep you warm while also has the provision to help you shop clothes for the next season without hurting your basic necessities.
A wrong forecast can lend your firm greater troubles. So the location-based forecasting is more welcomed for this type of personalisation. Every online fashion store owner has known about the seasons and trends which is passing fad in their country to manage their stocks.
So, updating the product list based on the seasons for every country will be a killer strategy for retaining your users. Providing the seasonal catalogues helps the user to get their needs easily, which make the e-shopping much comfortable.
4. Interacting the buyers
You and I have the habit of posting selfies with our recently bought collections in many social media most probably Instagram. We also do not hesitate to brag about our fashion brands online using the fashion stores review column or by posting with the branded hashtags.
When this is common to many shoppers why you as a fashion eCommerce store owner use this idea as a strategy to improve the interactive online shopping experience of your shoppers.
Even Amazan allows it’s buyers to post their pictures tagged with the links of the products they purchase. And Instagram & FaceBook allows brand owners and online store advocates to post pictures by tagging their favourite products where any post viewer can comment and shop that particular product without navigating into a separate landing page. This type of in-app social media shopping is popularly known as the shoppable feeds.
Great real-time example for these type of interactive eCommerce shopping stores are,
Amazon spark – this collects the details about the consumer, like asking about their interests etc. This is similar to the Instagram shoppable feature, but it has sparks on the product image while tapping that sparks the consumer can directly get the shopping page link which makes shopping more interest.
Amazon also announces the great compliments for the most liked pictures from the spark. These competitions changes in time with different industry like fashion, electronics etc.
5. Making a little space for the fashion designers
The trendsetters in the fashion world are big shot fashion designers.
In order to increase the sale, most of the online apparel retailers are giving some area for their design producers. These designers can pick various fashion products to form one fashion outfit and they can post it in a separate public feed.
When a user enters into the fashion designer catalogue it will display many items with the full-fledged picture which have all the apparels that are costumed with a few good-to-go elements like the handbag, wristwatch, hat, coolers etc.
It gives a clear view of designing a distinctive look for every user.
The direct thoughts from the designer will make the customer more comfortable and make them love online shopping. As every fashion shopper can be sure that their outfits are designed and hand-stitched by famous designers and not anyone else. This also cuts the counterfeit or fake brand products by making the system more visible.
Here’s the full breakdown
The top 5 modern fashion eCommerce store features that will change the way your users’ shop in 2019 is:
👔 Explicit data collection method to make even the visitors shop without hurting their privacy.
👔 Helping every online shopper pickup a best-fit for their friends by reducing the purchase returns due to size mismatch.
👔 “Outfit suggestions” or “Things you might also like” based on skin tone and not from purchase history.
👔 Seasonal listings to address every user primary shopping that is not just based on fashion retailers revenue.
👔 Interactive shopping to make the traditional e-shopping more fun.
👔 Recognizing popular fashion designers and their followers by making them sell directly to their potential customers to fix fake products.
How will you incorporate these things into your fashion store?
While building all these features from scratch will cost you a lot, why not invest in something that will skyrocket your online fashion eCommerce stores sale this 2019.
The biggest trouble in bringing all these innovative strategies inside is simple but developing a UI for this type of online fashion stores can be a bit difficult as you have to consider many aspects like simplified forms, reduce anonymous pop-ups and etc. When this is the case then using a powerful fashion eCommerce script with the latest technology will present precise, laser-targeted overlays to your shoppers without distracting their shopping.
You can later segment your visitors based on any variable you wish and automatically provide highly relevant content that is most likely to appeal to each visitor interest based on the data collected.
What do you think?
I’d love to hear what you think about the new features to add in your online fashion eCommerce store.
Specifically, I’d like to know:
What’s the #1 thing you want to learn about fashion eCommerce scripts?
Also, I plan on adding more resources to the hub soon.
So let me know if you have any topics that you want me to cover.
If you enjoyed this blog, please share your views. I’ll be forever grateful for.
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