Differentiating at the right journey touchpoints is the key to value creation
Pre - purchase
During purchase
Post - purchase
Customers appreciate a seamless browsing experience and easy storefront access, convenience plays a large role
Q1 - Did the store make it easy for me to find, assess the outfit, and decide on the purchase?
Voice of customer insights
听
Store display and layout play a crucial role during the pre-purchase stage听 鈥�
- 鈥淚t was on the second floor of the mall. There were many brand stores on that floor. We were just walking around, looking at the sales on shoes and accessories. While walking, I noticed the display and liked it, so I bought it.鈥�
- 鈥淏rand A had denim shorts displayed, which looked very attractive. They were unique, in a light pink shade, and the cuts and designs were very nice. So, I was attracted to it, tried it on, liked it, and bought it.鈥�
Customers value convenience of trial 鈥�
- 鈥淚've never returned products purchased from stores because of size problems. Changing rooms are available in stores and we try and ensure everything is fine before bringing it home.鈥澨�
Discounts and exceptional staff behavior are pivotal in shaping customer buying decisions
Q2 - Was my POS experience good/bad vs expected?
Voice of customer insights
听
Online or in-store pricing/discounts can influence the customer鈥檚 purchase decision 鈥�
- 鈥淎ctually, I buy from online apps like Brand A. I get notifications when there is a sale and discounts from all brands.鈥�
Staff empathy and behavior can significantly impact customer experience during the purchase stage 鈥�
- 鈥淏ehavior of the salesperson matters, respect is important. If we feel respected, we proceed with the purchase. Otherwise, even if we like the product, we may not buy it. Sometimes, even if we don't like the product, a salesperson's good behavior and selling skills can make us buy it.鈥�
- 鈥淚听wanted to buy a dress from Brand A, but the behavior was negative. So, I went to Brand B. The staff there offered me tea, which relaxed me. I ended up buying two dresses instead of one because of their good behavior.鈥�
Customers desire personalised promotions and 听seamless returns and exchange process, allowing brands to differentiate themselves
Q3 - Was my interactions with the brand impactful enough to make repeat purchase?
Voice of customer insights
听
Personalised promotions and loyalty programs are a crucial factor impacting customer experience during the post-purchase stage 鈥�
- 鈥淎ccording to me, personalised promotions and loyalty programs do have an impact. If we get purchasing听 points or rewards, we are more attracted to the brand because we get extra benefits besides the product.鈥�
- 鈥淧romotions are needed. They should advertise and offer purchasing points.鈥�
- 鈥淚f I see extra benefits like exclusivity, discounts, or points, I will buy it.鈥�
Customers value a seamless returns and exchange process 鈥撎�
- 鈥淪ometimes, when we buy online, there are size issues, but it gets returned or exchanged. I haven't specifically emailed a brand to complain.鈥�
Striking the right balance between delighting the customer and the cost of servicing them is key to maximising value
Performance of the segment on the prioritised experience attributes
Rising adoption of gender-neutral clothing
- Offering a select collection becomes important as more brands are moving to unisex clothing that blends traditional and modern styles
- Customers will rely more and more on testimonials to understand the look and fit
Customers are welcoming the era of digital fashion and personalised convenience
- With the rise of e-commerce, virtual try-ons and digital fashion are becoming essential tools for customers to make informed purchasing decisions
- Customers are seeking personalised experiences, with brands offering customised apparel that allows for individual expression
Low performance of the segment across prioritised experience attributes can be mapped to low customer retention
Customer segmentation based on satisfaction and loyalty听
(percentage share of respondents)
Customer retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. 鈥楢mbassadors鈥� are highly satisfied customers who will keep contributing to the brand鈥檚 success. 鈥楽witchers鈥�, on the other hand, are always seeking better options. 鈥楥ritics鈥� as the third segment actively convey negative feedback about the brand, if not satisfied. Finally, 鈥楧ependents鈥� are customers who remain loyal despite low satisfaction due to a lack of alternatives in the market.
49 per cent of customers remain loyal to their current brands due to the seamless return/refund experience as well as the value for money they provide
- Customers value an apparel brand that delivers excellent quality at reasonable prices
- A smooth and hassle-free return/refund experience makes customers more likely to advocate for the brand
46 per cent of the customers are likely to substitute their preferred brand if
- A brand fails to provide responsive and effective customer support
- A limited range of offerings is provided that does not cater to their diverse preferences
Key attributes driving both ambassadors and switchers for the apparel segment is 鈥榁alue for money鈥� and 鈥楻ange of offerings鈥�
鈥楨mpathy鈥� pillar has highest weightage in defining customer experience , followed by 鈥業ntegrity鈥�
Performance across the 乐鱼（Leyu）体育官网 in India's six pillars of customer experience听
(Weightage of the pillars to the overall experience requirements)
Empathy鈥� (22 per cent) and 鈥業ntegrity鈥� (20 per cent) are the key pillars of customer experience while making a purchase decision
Apparel brands are ensuring 鈥楨mpathy鈥� in their operations
by 鈥�
- Managing inclusivity in sizing and representation
- Showing a commitment to sustainability and ethical sourcing
- Engaging with the community through events, social initiatives, and partnerships with local organisations
- Actively seeking and listening to customer feedback through surveys, social media, and direct interactions
Brands are failing to meet customer needs on 鈥楻esolution鈥�. Small initiatives can go a long way 鈥�
- Keep customers informed at every stage of their purchase journey
- Equip customer service teams with the authority to make decisions on refunds, exchanges, and other resolutions without needing to escalate the issue
- After resolving an issue, follow up with customers to ensure they are satisfied with the resolution
Meeting customer expectations on offerings as well as service experience can drive CLV for apparel brands
Top experience attributes influencing the customer鈥檚 willingness to pay a premium
An individual鈥檚 willingness to pay a premium is driven by immediate needs. However, with increasing need for personalised convenience everywhere, it has become a sought-after experience aspect for the segment as well.听
Meeting customer expectations on product design and variety will drive sale volume
- 39 per cent of the customers would pay more to a brand that is open and honest about their production processes, sourcing, and pricing
- 25 per cent would pay more for the brands offering popular items in multiple sizes and colors, catering to a wider audience
- 23 per cent of the customers are willing to invest more in apparel that offers superior materials, craftsmanship, and durability
Hassle-free service is a major selling point for customers
- For 27 per cent of the customers, easy-to-navigate websites, prompt responses to inquiries, smooth checkout processes, and efficient delivery services drive repeat purchase
- 23 per cent of the customers shop more with brands offering free returns, extended return windows, and instant refunds
Our customer experience (CX) insights across sectors
Key Contacts
Dr. Puneet Mansukhani
Partner TE-Retail I Sector Head Retail I Head Global Retail - Digital and Technology Transformation
乐鱼（Leyu）体育官网 in India
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