How can fashion retailers use dynamic data to meet consumer expectations and take advantage of new channels?
It was once believed that people just wouldn’t buy clothes online; that fashion consumers needed to touch and try what they would be wearing – but this is clearly not the case, as online sales grow and brands continue to innovate.
Online fashion sales grew by 185% between 2007 and 2012, and sales are predicted to rise by 41% by 2017.
Lancôme, leader mondial du secteur des produits de beauté, propose une personnalisation en ligne ses clients. La marque innove par la possibilité de construction complète et sur-mesure de son look, à partir de ses produits cosmétiques.
Lancôme s’est associée à RichRelevance pour élaborer cette innovation digitale. Ainsi chaque client peut utiliser les produits cosmétiques Lancôme pour personnaliser son look, selon ses préférences et l’expertise de la marque. Le site propose ainsi des produits en fonction du teint du client, et d’assortiments réalisés par ces experts.
New York – For the upscale, 33-store Barneys New York, customer experience is everything. Affluent shoppers buying high-priced merchandise have certain expectations beyond the availability of quality items, regardless of channel they choose.
“We want every customer to have an online experience personalized to their taste profile, preference and geography, just as we would do in our flagship stores,” Matthew Woolsey, executive VP of Barneys digital, told Chain Store Age.
“Gone are the days where stores are the forefront of the marketing stage and mobile devices are used predominantly for text messages and playing snake”, says Matthieu Chouard at RichRelevance, an omnichannel personalisation specialist. This couldn’t more true than at this season’s ‘Fashion Month’, where technology dominated the catwalk.
This season’s London Fashion Week showcased some flamboyant fashion- and equally dazzling examples of omnichannel, personalised digital marketing strategies.
Every season, the illustrious London Fashion Week gets more high tech as retailers seek to make the show an interactive, omnichannel brand experience.
So, you just started as a Sr. Product Manager at an online apparel retailer and “personalization” falls squarely in your lap. Product recommendations are already implemented on the site and are doing reasonably well—but, being the over-achiever that you are, you’ve promised your boss an additional 2% revenue per session lift in the next quarter, and are now scratching your head wondering just how to accomplish that feat.
Competitor or partner?
That’s the question brands face in dealing with the behemoth of Amazon, whose vast operations compete with fashion brands and department stores in e-commerce. But these same brands and stores also are paying Amazon to advertise on its pages, which represent prime real estate in the ever-competitive e-commerce world.
In other words, Amazon is not only taking on retailers — it’s also battling Google.
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