The Internet offers us the flexibility to build usability experiences and in comparison to brick and mortar processes, allows for a much smaller investment to test new interactions, measure and optimize results and thus improve and differentiate your e-commerce from the competition.
However, often the team responsible for the online project does not take into account all of the aspects of a customer behavioral journey in the offline environment before designing the experience for the online user. When this happens, the result generated online does not meet expectations and the most common justification for failure is that the consumer behaves differently online.
Also read the post “How do doubts about size impact the shopping experience in fashion e-commerce?”
A very simple example that illustrates this lack of coherence between online and offline strategies can be found in many online fashion stores. Let me explain:
We all know what it’s like to buy clothes in a brick and mortar store. We also know that no salesperson denies the customer access to the available fitting room or instead of letting the customer try on the item, suggests a sheet of paper with the measurements available and requests them to choose the best size, right? Imagine yourself in this situation, trying to understand measurements, without knowing your size. So many doubts and uncertainties would arise in relation to that dress that you loved in the window?
But let’s go further: let’s say that, even in these conditions, you were brave enough to buy the product. What if you came home and found that you misinterpreted the measurements and that the dress did not fit after all! How would you feel? What would you do?
Would this be a good experience with the mentioned store?
I’m sure your answer is no. The experience would be terrible! This happened because you were not involved in the decision to choose! If you could have used the fitting room instead, you would surely have realized that the size you chose wasn’t correct and you would try other options before leaving the store.
When we engage the customer in the choice, he commits himself to this choice.
The chances of a customer’s journey failing in a brick and mortar fashion store, where it is possible to try on the items, are low and, consequently, the chances of return are also much lower.
Sizebay developed its main product “Virtual Fitting Room (VFR)” for clothes and shoes by analyzing this relationship between the consumer and the product.
When a customer uses our service (VFR), we calculate their body measurements and present how each size will suit each individual’s body type. The customer sees that, in fact, we calculate and consider the body measurements for a perfect recommendation. Also when we show each size, the customer has the opportunity to choose according to their body measurements and also according to their style and personal taste (some may prefer looser, others tighter). We effectively bring the real brick and mortar customer experience into the online store: instead of receiving a recommendation, the customer is actively involved in the size decision.
In short:
Involvement generates understanding, which creates commitment to the choice made.
It sounds simple, but have you noticed that simple solutions are often not applied?
Take it from us and look closely and compare your online and offline shopping experience to understand the gap that exists and how this is impacting your customers’ mood to complete an order. We know that online stores that offer a more connected and engaging experience for potential clients generate better sales and higher customer satisfaction.
