In this, the first of our e-commerce surveys, we look at a number of big brands in the fashion e-commerce space, to look at how well they sell online.  The purpose of the report is not to rate the retailers surveyed:  after all, they will know if they are under- or over-performing.  Rather, the purpose is to identify best practice in the area, so that other online retailers can learn from it, and avoid the imitating the worst.

E-commerce is an increasingly competitive space.  Winning companies in the space can beat the competition by getting the basics right:

• Maximizing customer lifetime value
  • Encouraging customers to maximize the amount they spend on each visit
  • Encouraging customers back to the site to make repeat purchases
• Maximizing visitor to customer conversions
  • Making it as easy as possible for visitors who are looking for specific items to find and purchase them
  • Presenting the right products in the right way so that visitors “browsing” are encouraged to make a purchase
• Acquiring more visitors than the competition
  • Online retailers that have maximized their customer’s lifetime values, and visitor to customer conversion rates, can afford to outspend the competition on marketing because they get a better return on every visitor who comes to their site
  • This means they can profitably outspend their competition across marketing channels, acquiring more users taking share

The above approach should be bread-and-butter for any company looking to grow sales through their online site(s).  However, the simple truth, born out by our survey, is that many companies, including major online retailers, don’t get these basics right.

Download our Fashion E-commerce Report here.

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