The recently published RetailX Growth1000 report highlights the power of recommendations in helping retailers to sell across more lines, reducing the danger of having long-tail items left in their inventory that then need to be sold at a large discount.
Growth 1000 retailers are most likely to recommend products that are similar to the one that a customer is viewing – 82% take this approach. Some, 39% recommend complementary products that go with the item being viewed. This is more common among multi-sector retailers or those selling fashion (both 45%) – than among those selling sports and leisure products (35%).
Slightly fewer recommend products that are more expensive – through upselling (38%) – than the product being viewed.
Customers also share their recommendations – whether to buy or not to buy – when they leave a review. Where Growth 1000 retailers selling to the UK share customer reviews through third-party service Trustpilot, the average index member has 16,900 reviews, while the median has 2,600 reviews.
How Ecco helps shoppers see its range, as well as what other customers think of it
Danish shoe brand Ecco is a leader in the Product Value Chain. The comfort footwear brand flags promotions on its website’s front page, while shoppers who share their purchases on Instagram with the @Ecco handle can see them appear on the website gallery.
On the product page, Ecco describes products in depth, shows a range of images and shares reviews and star ratings, while shoppers can check whether an item is in stock in a local shop. The most helpful favourable and unfavourable reviews for each product are shared, while shoppers can also say if they found a review helpful and search and filter reviews.
Recommendations include similar ‘related products’ and complementary ‘care products for this item’ as well as ‘recently viewed’.
The Ecco brand was founded in 1963 by Birte and Karl Toosbuy, who sold their home to open their own shoe factory in southwest Denmark. Its ambition is to become the leading premium brand for shoes and leather goods, selling products that are largely made in its own premises, including six factories and four tanneries around the world.
Download the full RetailX Growth1000 report, or join us on Wednesday 26 March to hear it discussed by Ceri Griffiths, head of enterprise at Zopa Bank and InternetRetailing’s Katie Searles.
Register for the webinar here.
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