For the third consecutive year, Yuseo studied under the microscope the apparel industry on the Internet as part of its competitive benchmark of the online customer experience Observatory. For this study, 5,900 cyberacheteuses shared their feedback from browsing and buying on the websites of major retailers in this sector: 3 Suisses, Asos , Cameo , Etam , H & M , Kiabi , La Redoute , Pimkie , Promod and Zara .
The study points firstly that the most significant aspects of the online experience cyberconsommatrices ready-to-wear are comparable to those of 2011: “Deals interesting” are first, followed by the “width range “and then, tied by” the presence of visual and image quality “and” reliable delivery and quality. ” On the theme of “interesting offers” Kiabi, La Redoute and 3 Suisses with scores of 82%, 76% and 75% leave the head while the average is only 61%. On the same item, only 32% of clients Zara value specials offered. Asos, meanwhile, stands on “wide range” valued by 62% of its clients, while only 43% of clients Pimkie put this issue forward with Promod and H & M getting a score of 48% .
On the theme of “visual and image quality,” Promod 57% just ahead of Pimkie and Zara. However, specialists are left VAD on this topic: only 32% of clients and 33% of Redoute clients 3 Suisses highlight this asset. Kiabi for its part does little better with a score of 35%.
3 Suisses see the reliability of its service delivery acclaimed by 63% of its clients before La Redoute (62%) and Kiabi (60%). Etam and Camaieu are clearly behind with a score of 33%.
On the topic of navigating the site, Asos does not have a strong impact with his client with a score of 27%, while H & M stands at 50%.
The attractiveness of brands is an important point that the study also pays attention. Asos stands out largely by the width of the width of the offer that avoids go on other sites highlighted by 36% of its clients.
Etam is valued by 46% of its customers as a serious and who teaches they trust. Trust also honored for clients Promod (38%), Redoubt (34%), 3 Suisses (36%) and Zara (32%). Cameo’s clients are shared between the seriousness of the sign in which they trust (35%) and the best value in the industry (35%). For its part Kiabi almost unanimity among its clients the best value in the industry compared with a score of 58%. Aspect also appreciated by clients of H & M (33%) and Pimkie (39%). In addition, it is interesting to note that the value of “proximity and listening to clients’ does not collect more than 8% of the votes of all clients, Camaieu and H & M are the” leaders “on this dimension with 13% respectively and 12%.
Loyalty levers under the microscope
Clients expressed their views on the reasons that would push back again the site of their favorite brand. Aspects that are widely prevalent in mind the low prices and promotions (71%) and won the existence of a reliable service delivery and quality (51%) and the fact to know the site and no surprises (48%). Kiabi, Redoute and 3 Suisses are very close on all these three dimensions with scores well above average. The loyalty program Kiabi appreciated by 40% of its clients while the flexibility of the product return policy is praised by clients Redoute and 3 Suisses (48% and 40%). Zara builds its customer loyalty on brand awareness (46%), the certainty to easily find what they want (55%) and regular changes in supply (47%). Promod is popular for its wide range (54%) and the steady evolution of its offer (45%). Two other values are highlighted by its customers, namely its flexible return policy (36%) and quality of customer service (32%). Clients appreciate H & M easily find what they want (56%), with 67% coming grateful for rates and attractive promotions. Asos for its part stands out in the eyes of its customers through the quality of its logistics getting 59% of the reviews for reliable delivery and quality and 47% for its flexible return policy.
Finally, Cameo, Etam and Pimkie are distinguished by their loyalty program judged by their clients as really interesting, getting 39%, 43% and 34% on this item.
