Customers are well-versed these days, and winning their trust and experience is not a cake walk. Reviews, discounts and photos are the key factors that drive online purchase for direct-to-consumer (DTC) fashion & beauty brands, according to the report 'The State of Customer Experience' released by Integrated Commerce Growth Stack (ICGS).

The three things that most help consumers make a purchase seem to be reviews (76 per cent), discounts (70 per cent), and photos (61 per cent), says the report based on a consumer survey conducted by AI-powered commerce experience platform Nosto, in collaboration with e-commerce marketing platform Yotpo, and e-mail marketing platform Klaviyo.

Regarding brands onsite experience for e-commerce brands, 65 per cent of shoppers preferred for live chat option on a brand’s website, while 72 per cent of shoppers shared that top brands do offer this option, the ICGS report said.

The survey found that shoppers liked to interact with brands directly on their website (53 per cent) with in-store (14 per cent), via e-mail (12 per cent), and through social media (11 per cent).

On the factor that instantly creates the interest of consumers to open an e-mail, 64 per cent said that discount offers are the one that encourages customers to open the mail, while 36 per cent shoppers prefer social media content to keep coming back to the brands.

As part of the study, ICGS surveyed 1,100 consumers who had a relationship over the past 12 months with one of 50 top DTC brands. "The consumers were asked to select a single brand (each brand was only allowed to be selected by a total of 22 consumers, which led to an equal number of consumers for each brand) and then to rate their overall experience with the brand using a Net Promoter Score rating system. They were then asked to answer a series of questions about more specific aspects of the brand’s experience. Finally, they were asked to answer a series of questions related to their personal preferences when it comes to customer experiences in general," the report explained.

Fibre2Fashion News Desk (DD)

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