October 11, 2013
In the world of fashion, everyone’s looking for a good find. Here are our top five from FDNY this week, ranging from seamless experiences to dinosaurs.
1. The future is digital.
Everyone agrees: Be digital, be mobile, be responsive. Nearly 60% of consumers use their phone as part of their shopping experiences every day, and as much as 90% of all eCommerce transactions touch more than one device. We’re seeing people shop on multiple devices during the day and then complete their purchases at night on tablets. Maintain a seamless experience across all devices so customers don’t lose everything in their cart when they transfer from one device to another.
2. No one likes bad seams.
Have you ever seen a beautiful shirt destroyed by a bad seam? We have. Websites are the same way. Without a seamless experience on and offline, you limit the customer experience and your conversion rate. Rebecca Minkoff’s beautiful site saw 200% growth in sales and more than 100% increase in traffic following its redesign.
To improve online conversion rates, Magento’s Danny Essner, also recommends these best practices:
- Bring the benefits of in-store to online
- Empower customers to be your brand advocates
- Blend commerce and content
3. Kate Spade has great threads.
While bad seams can hurt conversion rates, Craig Leavitt of Kate Spade New York recommends running a strong thread and uniformed style throughout your entire business to effectively reach more customers. While an astounding 20% of their revenue comes from their mobile and tablet optimized website, that doesn’t stop them from extending their brand DNA onto social media (check out their Instagram channel for some social inspiration), shoppable windows, and locally managed brick-and-mortar stores. Nowadays, brands must be brave and willing to take risks, he noted.
4. Keep calm and content on.
In the opening panel, Marty Keane of Theory emphasized the importance of launching rich content about your brand to encourage customers to share their stories over social media (a theme that was repeated numerous times by other speakers over the course of the two days). Content is still very much king.
5. Dinosaurs like to snuggle.
Much to the surprise of many attendees, the team over at Bronto showed us that dinosaurs are actually very snuggly and informative. For example, more than half of frequent shoppers (55%) always use the shopping cart summary as a way to make a final purchase decisions.
Find out how to maximize your email marketing to combat shopping cart abandonment and drive conversions this holiday season in this newly released Bronto-Magento study.
What did you take away from FDNY? Let us know on Twitter! Share your learnings with @Magento using the hashtag #FashionDigitalNY.