We know about the great impact of online platforms in the fashion world, but what are the ten best practices? More than 60% of internet users have used the internet in order to find out about a product before making the purchase and 46% consult social networks before acquiring a product. Sales can be increased and potential customer confidence increased if online platforms are well used. In addition, consumer experience can be facilitated and improved. Further, products can make a greater impact at a lower cost than with other channels.
Below we detail 10 good practices for creating an effective website in the fashion world.
- Lifestyle: Mobile applications enable the use of functionalities which are difficult to implement on personal computers. QR codes, geolocation and augmented reality help to improve users’ experience of the product and make it more attractive.
- Social Media: Social networks make it possible to get information about the brand, to test out the popularity of some products, in some cases even before they are put on the market, and to create communities which can give valuable information about the opinions and needs of the customers. Sharing the product helps it to reach a wider market.
- Visual aids: Videos are the most dynamic way of advertising both the product and the brand. Two of the most innovative and effective practices are videos directly related to the product selected by the potential consumer and those in which the user can select the various products whilst watching a promotional video.
- Predictive merchandising: This shows possible responses and/or alternatives to the search result, helping customers to find what they are looking for. It is essential to simplify the buying experience.
- Pop ups: This is the latest trend in cross-selling. When the user makes a purchase a window is opened which recommends products related to his or her choice. It is a way of guaranteeing that consumers have seen products related to what they are looking for.
- Product information: Detailing the characteristics of the product helps to increase consumer confidence. It is common to use metaphors and popular sayings that the client can rapidly identify with a positive property, such as ‘It feels like a second skin’.
- Relationship between store and online store: A link between website or mobile app and the store should be made so that the consumer can see and touch all the products. The most widespread methods are those which use coupons and discounts in stores.
- Customer: Interaction and participation help to foster consumer fidelity. Two of the most effective methods are Customer tagging which enables the customer to insert comments on the product and Images where the consumer can be the brand’s own model.
- Credit facilities: Some websites have had good results as a result of the implementation of payment by installments and by providing rapid credit facilities
- Be simple: The format of the page must be simple and avoid cluttered images or too many pop-ups. It is important to be careful with category menus and to set up filters to facilitate product searches. At the same time one must avoid the use of apps which for technological reasons have not turned out to be useful, such as “online dressing rooms”.
Can you add any other tips which might help to make a fashion web-site more dynamic?
Written by Oriol Rojals, Gal.la Pérez y Carles Guerrero