How to have a personal shopper in your fashion e-commerce and why

05/09/2017 - Beatriz Rojo

79% of Americans now shop online, but where do they spend their money? 60% of shoppers have purchased clothing, shoes, and accessory items from large retailers, 54% at marketplaces and 45% from webstores. Currently, fashion is one of most consumed sectors online. Why wouldn’t they need an expert on the web?

It’s true that physical stores still have the leading role because they spend 64% of their shopping budget in-store, and only 36% online; but more than half of Americans (51%) already prefer to shop online. If you take care of the consumers in your store, why wouldn’t you do the same for those on your website?

Users seek to communicate with brands; meaning they need to be present in all channels and adapt to the new profile of an interconnected customer. You have to offer excellent communication and you must offer omnichannel customer service.

Do not limit yourself to solving problems, fielding complaints, or dealing with returns; this is something all customer services do. Revolutionize your e-commerce by offering customized purchasing advice to each customer.

 

1# – Why to have a personal shopper

Fashion businesses sell every type of product online, from casual clothing to wedding dresses or tailored suits. But what’s difficult about this sector is that the product not only has to satisfy the customer and match the qualities they’re looking for, it also needs to fit well.

Each brand adapts their sizing to their public and every body is unique. A size M can be very different between a youthful store and a slightly more adult brand but no matter how hard you try to specify it on the product page, it’s not always clear to customers so returns are pretty common.

A personal shopper will help keep you from getting so many returns and will be responsible for choosing clothes that fit the profile of each customer. What size fits them best, what items they prefer, how they can make innovative combinations from the back of their closet, or how they can use new trends without changing their style.

Translated into sales, this is the perfect way to increase revenue using upselling and cross-selling tactics. But how can your customer service agent be a personal shopper? They’ll have to bring the knowledge they have about fashion from home, but to work as a sales assistant you simply have to incorporate a coviewing system into the chat on your e-commerce.

 

2# – How to have a personal shopper online

In addition to being in real time, an efficient conversation has to break every communication barrier so that both parties can be easily understood; that’s why customer service needs to be visual.

In a physical store, if a customer has questions about a product they can show it to the salesclerk and both of them can comment on its features or look for an option that best suits the buyer’s requests. A customer would never think of approaching the salesclerk and start describing the item he was looking at, nor would the worker ask for the reference number to figure out what product the customer was talking about. Everything is a lot easier because you can see it, and that’s what visual customer service is all about.


Oct8ne is the only tool that allows customer service to be both visual and instantaneous. Thanks to the coviewer screen that the agent and customer share in the chat, both can show images or videos of products within the coviewer to ask questions and make suggestions.

This way, the conversation is streamlined by saving unnecessary explanations. Furthermore, both the customer and the agent can interact with the images by zooming in or drawing on them with a virtual stylus, which are extremely helpful ways to anticipate a possible return since both parties can ensure that the product is right for the customer.

Additionally, since at any moment the agent can see what products each customer has seen or which ones are on their wish list versus in their cart, the agent can figure out the customer’s needs and tastes without asking too many questions. Having this global image of what the customer is looking for is a perfect tool to make the right recommendations and offer complementary products to combine with their purchases.

Another advantage of this coviewer is that it is not only limited to sharing content uploaded to the catalog from the web; it’s also possible to upload images stored on the user’s computer. For example, this allows the customer to send a photo of the item he’s looking for or what he wants to match with. Being able to ask if there is “something like this” in your stock brings us much closer to the classic offline shopping experience.

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