Helping e-commerce teams focus on retail customer experience

MATTHEW ROBINSON | October 8, 2018

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While the size of your conversion rates may still be the ‘quick win' route to revenue, growth and success, many e-commerce teams are continuing to ignore the real driver behind these business objectives a simple and enjoyable customer experience for everyone that visits your brand's website. Uplifts in conversion are an easy success story for stakeholder meetings but, in reality, they aren't always an indicator of real improvement. Achieving steady, incremental results is almost always the result of an in-depth understand of how visitors interact with the website. If consumers have a bad experience while buying online at your site, they are far more likely to go elsewhere, perhaps to one of your competitors. This is a key focus that is being recognized by the industry and brands as a whole, with customer experience consultancy, Walker, revealing that, by the year 2020, customer experience will overtake price and product as the key brand differentiator.

Spotlight

Bonobos

Bonobos is a clothing brand focused on delivering great fit, excellent customer experience, and a fun approach to menswear. Launched online in 2007 with its signature line of better-fitting men's pants, Bonobos is now the largest apparel brand ever built on the web in the United States. In 2011 Bonobos extended offline, launching Bonobos Guideshop locations, e-commerce stores that deliver personalized, one-to-one service to those wanting to experience the brand in person. To date, Bonobos has 49 Guideshop locations (and growing!) across the United States. In 2012, Bonobos expanded its distribution partnering with Nordstrom, bringing Bonobos apparel into all 118-doors nationwide and to Nordstrom.com. Bonobos was named “One of America’s Hottest Brands” by Advertising Age, “Best Men’s Pants” by New York Magazine, and was twice awarded Crain’s “Best Places to Work in New York City”.

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Spotlight

Bonobos

Bonobos is a clothing brand focused on delivering great fit, excellent customer experience, and a fun approach to menswear. Launched online in 2007 with its signature line of better-fitting men's pants, Bonobos is now the largest apparel brand ever built on the web in the United States. In 2011 Bonobos extended offline, launching Bonobos Guideshop locations, e-commerce stores that deliver personalized, one-to-one service to those wanting to experience the brand in person. To date, Bonobos has 49 Guideshop locations (and growing!) across the United States. In 2012, Bonobos expanded its distribution partnering with Nordstrom, bringing Bonobos apparel into all 118-doors nationwide and to Nordstrom.com. Bonobos was named “One of America’s Hottest Brands” by Advertising Age, “Best Men’s Pants” by New York Magazine, and was twice awarded Crain’s “Best Places to Work in New York City”.

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