08 MULTICHANNELNEWS


FASHION E-TAILER TAKES ON FEEDBACK P


remier UK online fashion destination my-wardrobe.com is keeping


pace with ever growing digital customer expectations with a feedback forum. While most retailers operating an e-commerce channel offer ratings, reviews and customer contact services, my-wardrobe.com has


RED LETTER DAYS INCREMENTALITY


The multitude of ways retailers can market their brands and products online has never been more diverse.


But now, with analytics and tagging providers offering advertisers the ability to assess the contribution of each referring touchpoint in a sale, the affi liate channel faces scrutiny to account for how incremental the sales produced by affi liates are relative to the broader multichannel mix. Joshna Patel, head of online at Red Letter Days, told Retail Technology that the gift experience specialist fi rst became aware of incrementality when it joined the Affi liate Window network in May 2008. “It has been a bigger focus for us over the past few years, as we wanted to understand the touchpoints involved in a sale and ensure we are utilising all areas of the online marketing mix and understanding our customers a lot better,” she said. Working with the performance


marketing fi rm enabled the company to analyse the network data, carrying out a daisy chain analysis to understand how many affi liate touchpoints there are in a sale and whether affi liates overwrite themselves. “The benefi ts of doing this study has shown us the importance of having certain affi liate types on our programme and shows their incremental worth,” added Patel.


RETAIL TECHNOLOGY MAY/JUNE 2012


found using Feefo, which provides completely transparent and unedited customer feedback, has increased levels customer service, loyalty and advocacy.


As home to top designer women’s


and men’s ready-to-wear, shoes and accessories collections since 2006, the e-commerce fi rm began using Feefo over two years ago. Lauren Stevenson, my-wardrobe.com press relations director, told Retail Technology it has allowed the fi rm to capture feedback on an ongoing basis. “We already do a lot of customer


research. But Feefo allows us to fi nd more out about the customer experience after they’ve purchased from us, which we marry with other forms of feedback, from focus groups and phone calls to Twitter, Facebook and direct email,” she said. Feefo sends my-wardrobe.com


customers an independently branded email, which directs them to a web page where they can leave open feedback. The e-tailer can then reply to any customer, encouraging a conversation that is also visible to all.


Stevenson said the forum has provided a focal point for process


improvement discussions. “The customer service team meet once a week to discuss performance, including the Feefo feedback,” she explained. “From this improvements can be made to shipping, packaging or anything else customers feed back on.”


While adding that the company


has found the Feefo platform easy to maintain and integrate with its website, Stevenson said the value of the open feedback mechanism came from getting “honest feedback from customers”.


“The chief executive sometimes responds in person,” she added. “By listening and responding to customers, our Feefo ratings are consistently high and we’ve won awards for our customer service.”


MANDMDIRECT UPDATES SEARCH AND MERCHANDISING


MandMDirect is to roll out onsite search and merchandising tools ahead of its website relaunch.


The fashion and sports retailer, which has 1.2 million active customers and is present in 25 countries, plans to extensively revamp its online store by the end of July this year.


It has appointed e-commerce technology company Fredhopper to implement the tools, which will allow shoppers to fi nd items faster and improve the shopping journey. “We decided to use Fredhopper after evaluating our entire website and pinpointing areas where we could enhance the customer experience,” said Hayley Walker, marketing manager at MandMDirect. “The technology fi ts in with our strategy and will also boost sales.” Frank Lombos, Fredhopper vice president of worldwide sales, added: “Not


only will the revamped site have a new look and feel, customers will be able to drill down into fi ne detail in each product category to fi nd exactly what they need.”


◆ Italian luxury fashion brand Dolce&Gabbana is accelerating site performance, reducing page load times to less than 1.5 seconds and improving the user experience for streaming events online and on mobile devices with content delivery network technology from Akamai, including its Dynamic Site Accelerator and Media Delivery.


◆ Lastminute.com, the UK’s largest online travel and leisure specialist, welcoming more than 1.65 million visitors each week, has launched a new, exclusive affi liate programme with global performance marketing network, Affi liate Window. The new programme will see lastminute.com work in a more targeted and integrated approach with its current publisher base, enlisting Affi liate Window’s dedicated travel specialist to recruit new, quality partners to the programme.


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