We’re excited to host a webinar together with Tim Grace, VP eCommerce at The Tie Bar. Tim will share advice, insights, and stories from the front lines about building and growing a successful e-commerce brand.
In a live conversation with yours truly, Tim will discuss real-life e-commerce case studies, and retailer benchmarks from Custora’s latest report: The Custora E-Commerce Pulse High-Growth Fashion Index.
One of the things I like the most about my job at Custora is building our research platform, The Custora E-Commerce Pulse. I get to work with dozens of e-commerce retailers, geek out over their data, and interview the best & brightest minds in e-commerce and digital marketing (by the way, if this sounds like your idea of fun, we’re hiring).
Introducing The Custora E-Commerce Pulse High-Growth Fashion Index: A new research report analyzing 20+ fashion and lifestyle retailers that grew their online revenue and transactions the most in 2014.
We’re trying to transition into a type of marketing that produces customers who are going to be more loyal, instead of optimizing for the initial sale. — Tim Grace, VP eCommerce, The Tie Bar
US e-commerce is growing fast, with revenue up 14.9% in 2014 according to the The Custora E-Commerce Pulse — a free online dashboard tracking online transactions from over 100 US retailers, 500 million shoppers, and over $80 billion in transaction revenue.
However, this average growth figure masks that some online retailers are growing much, much faster. For this report, we analyzed some of the fastest-growing online fashion, accessories, and lifestyle retailers based in North America. Our goal was to understand what makes these high performance retailers different from everyone else, resulting in a growth rate that is almost double the overall average.
We have to create an experience where customers want to tell us more about themselves. — John Tucker, VP of Member Experience, Trunk Club
Leading e-commerce retailers are growing 2.5 times faster than average online stores. Email is a big contributor to that stratospheric growth, driving close to a fifth of online orders throughout the year (substantially more on the biggest US online shopping days of the year — Black Friday & Cyber Monday, full report here).
Watch the webinar replay (and download the slides) below for a rundown of how retailers like Backcountry.com, Crocs, Everlane, Sole Society, and J.Crew get the most from their email marketing. Continue reading
Offline inspiration for improving e-commerce customer experiences
Waiting stinks. Yes, one of the biggest upsides of e-commerce is immediate access to shop for almost anything. But once you buy that thing you still need to wait for a box to arrive. Some of the big retailers (and even a few smaller ones with the help of services like deliv) are trimming that wait time down to a few hours, but we’re still a few years away from the replicator.
When shopping in the real world, especially around the holidays, waiting in line is a guarantee. Managing excessive queues is actually a fascinating design challenge. Whole Foods shook the status quo when they first arrived in New York by implementing a single line / next available register system inspired by banks. Trader Joe’s uses a similar system, using an usher of sorts and numbered flags to indicate open registers.
While waiting in the longer-than-usually-long checkout line at Trader Joe’s in Manhattan, I noticed something awesome. That tasty orange chicken was back at the sample counter.
Also, a TJ’s Captain (that’s what they call “managers”) walked up and down the line casually asking if anyone would like him to grab anything they might have forgotten. Completely unnecessary, a bit peculiar, and very thoughtful. A few people actually took him up on the offer. So cool. Aside from just a nice gesture, it probably helped expedite the overall line by reducing those last minute, “I’ll be right backs…”
It’s a small, simple customer interaction and another reason for me to love Trader Joe’s.
This got me thinking, are there analogous e-commerce “waiting” experiences that might serve as opportunities to wow some customers? A few ideas that come to mind: