Charles Tyrwhitt Shirts Case Study

Autumn 2009 Seminar Series
Charles Tyrwhitt Shirts
Case Study
Alison Lancaster
AlisonLancaster10@mac.com
(formerly head of online at John Lewis, Harrods and Charles Tyrwhitt)
7 steps for multi channel retailing success
1. Understand your
customer - what do
they want and expect
from your brand online
and the role of website
on your retail estate.
Use customer
research, feedback,
reviews and data
insights - continually
test, refine and optimise
to deliver a remarkable
customer experience
and increase loyalty.
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November 23, 2009
© Copyright 1996-2009. Adobe Systems Incorporated. All rights reserved.
2. Apply deep customer insights
Improve site
design, navigation
and customer
experience using
insights, data and
web analytics,
together with actual
customer behaviours
(click stream
analysis, conversion
paths) to enable a
more successful
search and online
shopping experience
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© Copyright 1996-2009. Adobe Systems Incorporated. All rights reserved.
3. Encourage better customer engagement searchandising
Make it quicker, easier &
more effective to find what
they want via internal
search results
Optimise your product data
feeds and QC
Merchandise search results
pages
Use customer reviews and
ratings to search and
merchandise most popular
and best converting products
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November 23, 2009
© Copyright 1996-2009. Adobe Systems Incorporated. All rights reserved.
4. Provide more relevant, branded sticky SEO
friendly content to support the sale and brand
Create
themed,
relevant
content
pages to
maximise
SEO,
support the
sale and
answer any
questions.
Promote
dynamic
FAQ’s
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© Copyright 1996-2009. Adobe Systems Incorporated. All rights reserved.
5. Use data to optimise your checkout process
Use abandon
cart analysis,
exit point data
and usability to
improve your
conversion.
Remove barriers
to conversion in
the checkout
process.
Add a dynamic
temperature bar
on all checkout
pages.
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November 23, 2009
© Copyright 1996-2009. Adobe Systems Incorporated. All rights reserved.
6. Encourage your best customers to become
your brand ambassadors
Use customer
feedback,
ratings and
reviews to
increase
conversion
Use customer
feedback in
emails, search,
and navigation
Develop a
mobile & social
commerce
strategy
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November 23, 2009
© Copyright 1996-2009. Adobe Systems Incorporated. All rights reserved.
7. Other useful tips to improve conversion
1.
Use ‘searches not found’ data to feed into your B&M and web teams to
improve the product offer and on-site merchandising and stock availability
2.
Use customer feedback to cross-functionally improve your product quality,
fit, customer service and website usability to differentiate your brand
3.
Provide buyers with the right levels of information - make sure you’ve
answered all their questions, use ‘how to’ videos, rich imaging, alternative
views and buying guides as your virtual sales assistant
4.
Make it as personal and relevant as technically possible - create dynamic
marketing landing pages and personalisation to maximise conversion
5.
New post-recession buying habits require new selling strategies - enable
and promote trade downs, as well as up- and cross-sells
6.
Use personalised abandon cart, search and action based emails
7.
Continually use A/B and multi-variant testing - especially for action and buy
buttons. Test, test and test again!
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November 23, 2009
© Copyright 1996-2009. Adobe Systems Incorporated. All rights reserved.
The results - it works!
•
•
•
•
Conversion increased by 6.5%
Average order value increased by 6.8%
Sales per search increased by 61%
Sales of top ten products increased by 80%
Source: Charles Tyrwhitt Shirts, 2008
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November 23, 2009
© Copyright 1996-2009. Adobe Systems Incorporated. All rights reserved.