We are fast approaching the launch of our 5th annual Digital IQ Index: Fashion report. This year’s Index features a revised methodology, which, among other things, now accounts for fulfillment and post-purchase interactions, an area of the purchase cycle that gets little attention for innovative execution. Of the 85 brands surveyed, Christian Louboutin most successfully translated its quality online experience to fulfillment.
Christian Louboutin kept users up-to-date with emails regarding every part of the transaction and shipping process, including return. To complement the emails, the “My Orders” area of a user’s online account provided a detailed log of all developments. Christian Louboutin also stood out for its consistent use of branding, maintained throughout all packaging, from the box and enclosed red tissue paper to branded cards and envelopes. Beyond the inherent aesthetic value of beautiful branded packaging, it helps retain customers – 93% of women are likely to purchase again from a retailer whose products arrive in a “unique, branded, or gift-like box.” Appreciating that many women save their boxes for shoe storage, the brand included stickers for the box, which pictured the specific pair for easy identification in the future (see top image). For those who wanted to personalize an item sent as a gift, customers could add a video message the recipient could access when the package arrived – the sole Index brand offering such personalization.
Be sure to check out this Flash of Genius, and others, in our upcoming Fashion 2013 report.