What matters most to UK Christmas shoppers in 2021?

Christmas may be right around the corner, but 2021 is a different year for British retailers and customers alike.  

Pandemic fears remain; the government has recently tightened restrictions, and Christmas shoppers have more buying options than ever before, with eCommerce evolving exponentially during COVID-19.  

Here at Webhelp, we conducted a survey in partnership with YouGov to analyse consumer buying behaviours and preferences leading into the holiday season, in order to understand the issues that are most concerning to consumers and retailers this Christmas. 

We surveyed over 2,000 UK adults to explore the importance of brand loyalty, considerations between offline and online shopping, and the value of personalisation, and uncovered a few key trends that should matter to retailers – in particular, leaders who are focused on customer experience, operations, and organisational transformation.  

Here are some of the key insights gathered from the results: 

  • The pandemic could be impacting loyalty and causing customers to look beyond their usual brands – almost one third of those surveyed have started visiting different shops or websites that they weren’t using prior tothe pandemic (32%)with value for money the most popular reason.  
  • Online retains dominance with almost 48% of shoppers planning to shop mostly or entirely online. 
  • There’s still hope for the high street however, with 46% of shoppers strongly agreeing that it’s an important part of British life, and over one third planning to shop in store. 
  • There’s an opportunity for retailers to improve personalisation with all age groups – half of those aged 18-24 feel retailers do this well, but this drops consistently across each group to just 22% for those aged over 55. 


Money matters – value drives decisions

We first looked at what influences people when they decide where to do their Christmas shopping.  

Perhaps unsurprisingly, financial considerations are the primary motivation for most people – almost one third (31%) felt they had less disposable income than last year. Value for money is the main deciding factor (60%), followed by low prices and promotions (40%) and cheap shipping and delivery costs (35%).    

Fast delivery times are equally as important as positive customer reviews, with 33% of respondents stating that this feedback influences their buying decisions.  

Perhaps unsurprisingly, financial considerations are the primary motivation for most people.

Customers want to get behind local businesses, with 35% planning to support local businesses this year. Moreover, 57% plan to start shopping at the same time they did during previous years, with 22% planning to hit the stores earlier — a significant enough number of customers to warrant enhancements to existing customer journeys, both online and offline.  


Brand loyalty is under pressure

One interesting trend is that the pandemic could be causing customers to look beyond their usual brands. 

Almost one-third of surveyed consumers (32%) have started visiting different shops or websites that they weren’t using prior to the pandemic, primarily driven by the same financial considerations as their more loyal counterparts.   

“Almost one-third of surveyed consumers (32%) have started visiting different shops or websites that they weren’t using prior to the pandemic”

For this 32%, value for money was the most popular reason for jumping ship (39%), followed by prices and promotions (34%) and cheap delivery costs (27%). Over a quarter (27%) also counted fast delivery times and the opportunity to support local businesses as their reasons for switching brands, while 24% were influenced by positive customer reviews, emphasising the importance of getting the end-to-end customer journey right.  


Online shopping continues to dominate…

With Amazon only one click away and continually pushing the boundaries of customer convenience, the importance of getting online retail experiences right is more vital than ever.  Almost half of the shoppers surveyed (48%) plan to shop mostly (40%) or entirely (8%) online.

Almost half of the shoppers surveyed (48%) plan to shop mostly (40%) or entirely (8%) online.

Moreover, 14% of respondents expect to have more disposable income to spend this Christmas than last year, while 47% expect to have the same budget. 

With many shoppers choosing to purchase online, some with more cash to spend, retailers have an opportunity to increase revenue by enhancing their personalisation efforts and improving customer experiences in online purchase journeys.  

Retailers appear to be relatively successful at personalising interactions with younger customers, with 51% of 18-24 year olds agreeing that the deals and promotions they receive often feel tailored to their needs. Comparatively, this percentage drops continually across the various age brackets in the survey, with only 22% of over 55s feeling this way. It’s clear therefore, that as retailers look at their immediate and overall 2022 priorities, there is huge opportunity to improve personalisation across all age groups. 


…but there’s hope for the high street

Here’s some good news for bricks-and-mortar retailers – there could be a revival of high street shopping, albeit against the ongoing backdrop of the pandemic. 

We asked customers to respond to the statement that local high streets are an important part of British life, of which 46% strongly agreed, and 37% somewhat agreed. Age did factor into these results, with the over-45s more bullish about high street shopping than respondents between 18 and 34.  

“46% strongly agreed that local high streets are an important part of British life”

With such a large majority valuing high street shopping and its impact on British culture, coupled with a strong desire to shop in-storephysical stores could witness increased sales this Christmas. Still, although consumers may hold high street shopping close to their hearts, the convenience of online shopping will always be a massive deciding factor, especially while the pandemic continues. In response, retailers would do well to enhance their offline, in-store experiences and integrate them into online customer journeys this year.  


Vanessa Flather, Managing Director, Retail, Travel & E-commerce at Webhelp, had this to say of the results: 

“The pandemic had a massive impact on the high street, and we expect to see that market trend continue across the Christmas period and into 2022. With this comes an increase in competition between brands online, and a customer base that is increasingly coming to expect high levels of service and convenience. 

Innovative retailers will refuse to rely on loyalty alone to drive online sales, and instead focus on creating exceptional customer journeys. Personalisation should be a huge part of this focus – we’re increasingly seeing that customers expect at least some degree of personalisation when they shop, and retailers keen to place themselves ahead of the crowd will look to seize this opportunity.” 


At Webhelp, we have a number of solutions to support retailers across the busy festive period and beyond, whether it be personalisation, peak demand management, customer journey optimisation, or analyticsdriven customer insights.

If it sounds like we could provide a solution for you, don’t hesitate to get in touch.

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Role of Data

Anywhere, Anytime, Any device

In the post-pandemic world, customers expect to interact with brands on their terms – via their preferred channel, and at the time and place they want.  

With demand for digital channels spiking, brands must now integrate all forms of communication which are relevant for their specific customers – such as chat bots, SMS, web, mobile apps, phone, email, video, WhatsApp and Messenger. 

Here, we discuss three trends in demand for new channels to optimize CX while retaining operational control – a topic explored more fully in the CX21 series.

Provide a seamless user experience

Many customers want to proactively investigate, and self-serve, solutions to problems – often using multiple channels simultaneously for a speedier resolution.  

What people will not tolerate is brands wasting their time by failing to manage the complexity of the multichannel environment. In reality, that means being asked to provide the same information multiple times or being sent down ‘dead end’ or circular channels, where it’s impossible to complete transactions. It’s vital that customers can complete journeys in any, and all, channels provided by the brand – be it an app, website, social channels or bot. 

Advanced firms recognize that multichannel is a strategic priority. They’re investing in cloud contact centres which enable them to integrate all their business operations – from sales, customer service, CRM, and marketing, which helps customers to switch easily between channels. It also ensures technologies work together, and provides a ‘single view of the customer’ across online and offline experiences.  

Design with the customer in mind

Brands must resist the temptation to implement ‘cool’ new channels for the sake of it – effectively putting tactics before strategy.  

The journey to multi-channel should always begin with a “human sense of design thinking” – gaining a genuine understanding of what people your customers are trying to achieve, and the journeys they’re taking to get there.  

For consumers, the priorities are most likely to be convenience and simplicity. When introducing new channels, it’s often easier and more practical for brands to introduce bolt-ons for existing customer technology, rather than introduce clunky proprietary apps – many of which to date have collected data but added little value to customers. 

With demand for digital channels soaring, it may also be time to ‘bust the myth’ that people, by default, want to get into phone conversations with advisors. In reality, these calls are often the “human last resort” for people happy to self-serve, thus brands should recruit and assign highly skilled advisors to handle these complex queries. 

In short, customers love digital channels – but their primary concern remains the ability to easily complete transactions – whatever the channel.  

Role of data

Providing an opportunity for great CX anytime, anywhere and on any device marks a clear win for consumers. But it also enables intelligent brands to secure a competitive advantage – through gathering, centralizing, and mining data from the entire customer journey.  

Brands will need to use AI and analytics to create the customer profiles which underpin future products and services. These data-led approaches help to exceed customer expectations, cement customer loyalty, and refine multi-channel strategies.  

And that’s a wise move, because delivering a robust multi-channel environment is not a one-off exercise; brands will need to make a long term, operational commitment, and a team of people to continuously assess and improve performance.  

The shift to multi-channel will put clear water between CX brands. Those which streamline channels, apply human design thinking, and harness insights from powerful data, will maintain ‘sticky’ customer relationships  – delivering experiences well beyond purely transactional and reactive services. Brands which don’t engage with multichannel risk reputational damage from wasting their customers’ time on poorly-designed journeys which prioritize channels over user experience. 

Discover our CX21 series that explores the major trends, opportunities, and challenges in the world of CX in the 21st century, focusing on how brands can thrive in this dynamic context. 

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Voice of the Customer – Retail’s secret weapon

With huge advances in the tools and methods available to analyse unstructured customer data, Vanessa Flather takes us through the wealth of untapped insight to be gained from Voice of the Customer (VoC) feedback.  


When retailers look to examine and measure the relationship they have with their customers, they typically focus on two areas – brand experience and customer experience. In our work with retailers across multiple sectors, it’s become clear that the impact of customer experience (CX) on overall brand perception is greater than ever. 

Net Promoter Score (NPS) and Customer Satisfaction (CSAT) are the most significant, and most widely used, customer experience metrics.  

NPS measures the extent to which individual customers would recommend your product or service to their friends, on a scale of 0-10. CSAT arguably takes it even further in its simplicity, usually composed of a single question such as “On a scale of 0-10, how satisfied were you with your recent purchase?” 

The regular, reliable stream of direct customer feedback from NPS and CSAT ensures their popularity, and indeed the value to be gleaned shouldn’t be underestimated. We believe, however, that these metrics only form part of the customer experience puzzle.  

One key limitation on both metrics is their ability to truly represent the end-to-end customer experience. Considering this, we commissioned internal research with our analytics team that discovered, depending on scope and response rates, survey-driven CSAT and NPS data could represent as low as 5-10% of all customer interactions. 

An additional factor to consider is situational bias. Put simply, customers are much more likely to fill in feedback surveys when their emotions are heightened, be that negative or positive. The data is still valuable, of course, but it can be difficult to gain a full spectrum view of customer mood and intention from the surveys.  

There’s a lot more customer experience data out there, and the retailers who harness this data – who better understand the voice of their customer – are the retailers who can most effectively deliver exceptional customer experiences.  

So, what’s the missing piece of the puzzle?  


Voice of the Customer – Listen, Empower, Engage 

Voice of the Customer (VoC) provides organisations with a detailed understanding of customer requirements, based on customer interaction data. The sheer volume of available data, however, can be daunting. This creates a need for data and analytics experts to properly mine and structure this data, before uncovering the actionable insights that can transform the customer experience.  

Once properly armed with this VoC data, organisations can deploy a ‘Listen, Empower, Engage’ approach to delivering valuable improvements across all aspects of their customer journey.  

Listen – by mining conversations at scale, retailers can uncover opportunities to improve the customer experience 

Empower – by using natural language processing, organisations can spot signals from conversations and link these to the customer experience, creating the environment for a great customer conversation.  

Engage – by understanding the topics, sentiment and emotion of the conversations from the customers’ perspective, it’s possible for retailers to deliver proactive, personalised communications strategies  

Accessing, understanding and utilising your VoC data can provide opportunities to transform your retail operation and brand, for the better – across sales, delivery, and service. We’ve identified four key ways in which VoC can transform your business: 

It’s time to transform your customer experience 

With NPS and CSAT, retailers get a sense of how their customers are feeling about their products and services. 

Innovative retailers, however, want more than this.  

By listening to their customers like never before, by challenging themselves to better understand their customers’ needs, and by embracing the wealth of data available from their front-line, real-time customer interactions, retailers can deliver a holistic, transformative and innovative brand and customer experience.  


Interested in learning more about harnessing Voice of the Customer data to transform your customer experience? Download our guide: Beyond Brand, NPS and CSAT - it’s time to recognise the voice of the retail customer.


Webhelp Oneshot Technology CX

Discover the 7th edition of our OneShot magazine on Technology

Our 7th edition of the OneShot is here!

Download your OneShot Magazine

Webhelp Oneshot Technology Customer Experience Relation

“Let’s talk about the well-being of your customers and employees. Because well-being has become a central challenge for brands.
At Webhelp, we believe digital technology must be oriented around this axis. Technology can really make life easier, to the benefit of both women and men.
As you will discover in these pages, today there is a lot of evidence of its effectiveness – and not only in the context of the «maintaining of bonds» that we are going through.
There are also new avenues that deserve to be actively explored, And this is what we are doing, with and for you, as part of numerous experiments.
What is the goal of our Technology department? To make technology an ally, entirely to benefit the well-being of your customers and employees.
An exciting project!”

Discover through this 7th edition technological innovations that humanize customer relations, facilitating the work of our advisors, and always to the benefit of final customers.

You will also find testimonies and advice from experts: Massimo Dutti, Vattenfall, Samsung…

What are the latest technological trends that are worth a look?

What are the conditions for successful technology integration?

And let’s not forget Webhelp’s vision and ambition: transparency, security, data and, of course, the human touch.

Summary

  • A word – SXO
  • A number – Zero
  • Three opinions – Technologies that humanize the customer experience (Yan Noblot, Massimo Dutti, Vattenfall)
  • Some info – How Toyota operates predictive customization ?
  • A demo – Home: a place to live, a place to sell
  • A B-case – How Webhelp proposed and deployed an intelligent tool… to facilitate the work of Samsung Electronics advisors
  • A hashtag – #VideoChat
  • An offer – Telecats, the voice of the customer as a path to action
  • A meeting – the WorldSummit AI
  • A conversation – A weapon of seduction to re-enchant commerce in the city
  • A story – Lego : in what world are you playing?
  • A perspective – For efficient and benevolent technologies

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Helping Yodel to build a market-leading customer experience journey

As one of the UK’s leading parcel carriers, Yodel wanted to build a robust customer journey that matched up to their customers’ specific needs and expectations, delivering a truly transformative customer experience.

Webhelp’s partnership with Yodel began in 2015, focusing on their goal of improving their client and customer relationships, with a particular aim to create additional value within their CX function with multiple milestones passed along the way.

2021 in particular has been an incredibly successful year, working with the team at Yodel to achieve:

  • An increase from a team of 50 at launch, to well over 300 in 2021, across diverse sites in South Africa and India.
  • A score of 4.6% on Trustpilot, up from 2.8 in 2018.
  • 40% savings across existing customer journeys, which have been reinvested into Yodel’s people, and more efficient tech solutions.
  • Recognition at the 2021 CCA Global Excellence awards in the Best CX Transformation – Inhouse Technology Solution category

 

You can read our Yodel client story for more details of the journey so far, and what the future has in store.


content_management_retail

Benefits of integrated Content Management for Retail

Fierce competition and acceleration of digitalization

2020 events have been a catalyst for change across the world. It signalled that key differentiators and operational excellence for ecommerce, marketplace, and classified ads platforms are crucial to ensure business continuity and get ahead.

These now well-established players, disturbed by constant newcomers, aim to provide the lowest prices to their customers, but low profit margins do not allow them to always reach a lower selling price.

A key pillar for that makes the competition stand out is offering an even smoother online user experience. But how is it possible for users to live an experience that is comparable to an in-store purchase once they have been attracted to a competitors website?

At first, Content Management seems to be a relatively simple concept, especially when applied to retail: it is important to have consistent information on products shown to the clients, in the right place at the right moment. If a customer is not able to find it on one marketplace or ecommerce platform (this can also happen to classified ads, to a lesser extent), but they are able to find it on a different one selling it for a similar price, they would not bother returning to the original website to make that purchase. Therefore, it’s important to retrieve all product information from different sources by skilled and industry-specialized content managers who are also able to run promotions or discounts, update prices, and take down sold-out products. This is what is commonly called catalog management.

This enables retailers to be efficient at organizing their products by ensuring consistency and quality information is displayed across different channels. Moreover, the combination of dedicated software with skilled content managers facilitates a collaboration between the advisor and retailer for a smooth online experience.

These three software tools significantly refines this whole process:

  1. Digital Asset Management: These tools will help different teams across an organization to easily operate together in an organized way, and modify media files such as images, documents, and videos.
  2. Product Information Management: They centralize the details that customers, platforms, or employees need to know about the products they are selling.  Syndication allows the data to be shared across all sellers, channels and languages. Managing it well is a lever to the localization of your catalog.
  3. Content Management Systems: These are essential to create consistent online user experiences. Their collaborative features support the organization of workflows and queues, as well as the ability to create, store, edit and publish web content. Moreover, they allow to put this online content into context.

With the three of these software tools combined, it is possible to offer a smoother online experience that is closer to in-store. It facilitates teams to have an exact idea of their stocks, a close connection to their CRM, and flawless ad equation between online and offline stocks for the whole organization. By using this data, it enhances the customer experience by being able to analyze and forecast trends.

The three immediate impacts:

  1. It is possible to show more relevant recommendations to any specific customer
  2. Avoids huge disappointments when a product that was displayed as available on the website – has just been sold or ordered in a shop
  3. The retailer is able to have an integrated view of the performance of its products to then act upon it.

Automation and tools play a critical role in this process, but reactive content managers with the ability of retrieving information in an ad-hoc manner if the software is missing information is key, as one will not be able to work as efficiently as you would want it to.

This strategic stock management, that can only be allowed due to integrated Content Management, can be pushed even more when a retailer is present across different markets with different languages. To offer a best-in-class experience, customers need to feel close to the company’s values, which are mostly embodied by marketing strategies and the salesperson who is selling the product to you in a shop.

Online, this can be done through an accurate localization plan following trends analysis, based upon which digital asset works, in which context (placed by the content manager at the right time).

Thinking about its Content Management strategy as unified and collaborative, making use of the right combination of tools and the right people to enact it, is a lever to gain competitive advantage in a space that is getting more and more saturated. Consumers are searching for companies they resonate with, that are capable of not only understanding their needs but also predicting them.

The link to CRMs makes even more sense when the retailers know that a product lifespan is about to reach its end, and then offers to renew its purchase for example. Those smart ways of engaging with customers, which can only be facilitated by integrated Content Management – should be the go-to for any online platform aiming to remain competitive in the market.

Finding a partner like Webhelp, who is conscious of the different technologies available on the market and is able to find, train and nurture the right profiles that fit to your brand, with the ability to develop your digital strategy, is becoming more important than ever. Whether you are a retailer selling your products across multiple platforms or you are a platform yourself.

Talk to us today about how Webhelp’s Digital Content Services can help you deliver best-in-class online experience to your customers through designing the best mix of technology and people.


 

Author

Thomas Japy

Digital Content Services Business Analyst

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KYC

B-Case – How does a bank manage KYC in a B2C marketplace… by using a non-dissuasive process?

Webhelp KYC bank

Webhelp supported a major international bank to manage all financial flows for its B2C marketplace customers through its specialised internal electronic money institution. Webhelp KYC Services carried out the entire vendor identification and onboarding process : a solution that means it was able to validate more than 10,000 vendors worldwide in just a few months.

This bank’s B2C marketplace customers offer their platform to thousands of vendors from around the world.

  • This sector of activity is regulated by the Sapin II law, which targets money laundering and financing of terrorism. Non-compliance fines are on the rise and are expected to exceed $400 billion by 2020 in Europe and the US.
  • This regulation requires that sellers and beneficiaries must have been formally identified by a KYC procedure (Know Your Customer) before they can operate in the marketplace.


The bank
 does not have an international task force to manage the KYC vendor registration process in the marketplace.

  • Legal constraint: where the vendor is a legal entity, beneficiaries must be personally identified when registering and then periodically as soon as they hold more than 25% of the capital.
  • The specific language and administrative requirements of each vendor’s country of origin must be taken into consideration.
  • Each country has its own specific requirements regarding connections to administrative databases.
  • Procedures for identifying and onboarding vendors must be fast and efficient enough not to be dissuasive, and reliable enough to comply with regulations.


In order to manage
 complex, multilingual and multi-country KYC procedures, Webhelp KYC Services has developed a project methodology that was rolled out in seven weeks. The organisation is based on five simultaneously processed areas: data collection (HMI), exchange security, APIs, acceptance rules, and management of reminders. Using our multilingual KYC hub, KYC identification operations can be managed in over 40 countries and in 15 languages. This takes into account each country’s specific administrative requirements and the KYC validation practices particular to the ordering parties. Generally speaking, only 55% of onboarding files are complete the first time around: Webhelp KYC Services uses a reminder program to optimise file completion.

The +: Onboarding a new vendor takes just a few minutes. Additional human verification, when necessary, is carried out in under twenty four hours.

“Unique in the market, our People & Solution procedure combines two components: a dedicated technical platform and multilingual operators trained in KYC verifications. It makes it possible to operate a multilingual, multi-country KYC service with a file rejection rate of less than five per cent.”

Hervé de Kermadec, president of Webhelp KYC Services


Read the 6th edition of our OneShot magazine on Social Engagement

Our 6th edition of the OneShot is here!

Download your OneShot Magazine

Tick tock tick tock…

Time is ticking away – now is the time to start focusing on social engagement.

Social commitment means becoming aware, but above all, taking action and standing up for inequalities.

Taking action can be as simple as these recipes to be: more human, more green, and more equal. Not only are these good for you, but for others too.

Compelling your company to pledge and commit in the fight for social and environmental changes, such as the global warming crisis or social justices and equalities – are vital steps to take now for a brighter future.

And it all starts with knowledge. So, here’s to your learning with the latest edition of the OneShot.

Dare to be ‘woke’ and be a driving force for change?

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OneShot - Three opinions

Hervé Rigault, Director General for France of Netino by Webhelp

Herve-Picture

The notion of a key opinion leader is coming back into fashion. Previously, this role was held by journalists, speakers, analysts, etc. Yet, on the one hand, journalists no longer have the time to do research and, on the other, many experts lack neutrality. This is because influencers have learned to establish themselves with solid audiences, mainly thanks to blogs and curation, but also thanks to social media. This phenomenon is seen in both B2C and B2B. LinkedIn’s recent and considerable development, for example, is a result of its transformation: this social network has become a very influential social media platform. So it is no longer enough to be an expert to become an influencer; you have to have a vision, a certain talent for expression, a taste for sharing, a dynamic network, etc. Brands can profit from it, through attentive listening.

 

Jérémy Rodney, Head of Digital Content & Social Media Bouygues Telecom

At Bouygues Telecom, influencer marketing started in 2013, with 4G. We had to spread the word about its high data speeds, relying on the power of recommendations from a few influencers. First we targeted gamers, big bandwidth consumers and their subscribers. Today, the use of influencers is ingrained in our media campaigns. We don’t use nano-influencers, they are too complex to manage with our services and products. When we have a reach objective, we look for macro-influencers. And to find more engagement, and oproduce original content, we work more and more with middle or micro-influencers. Adults, parents, seniors, etc. All age ranges are represented; the palette of influencers has become very large and diverse.

 

Jeroen Dijkema, CEC Cluster Lead Europe Unilever (Rotterdam)

Unilever has a vast galaxy of agribusiness brands of international renown. Some of these brands have strong local ties. On an international or local level, we reach out to influencers with three goals in mind: to develop brand reputation, deliver messages on specific brands and test certain new products. The authenticity of these influencers is a criteria for selection, since our products are built on data that reflects the needs of the consumer, but they are also a societal goal. Mainly on Instagram and Facebook, we reach out to macro or micro-influencers.

Read the full article

seconhand_stores_recommerce

Recommerce on the surge: Why second-hand stores are booming

Why is recommerce on the rise? And why are marketplaces such as VINTED, thredUP or Poshmark thriving in this business model? Is it just trendy, cost effective, sustainable or a mix of all these that explains the current surge? Tomorrow’s personalization and customer journeys are expected to be even smarter, more immersive, more trust-enabling than they are today. The question is: Are brands and consumers ready? Here is an analysis from Olivier Carrot, Global Business Unit Direct, Retail & E-commerce.

So which are some of the factors that have contributed to this increase?

  • Rise in the use of mobile devices. The accessibility of mobile devices globally has essentially contributed to the growth of e-commerce thanks to the increased reach which has consequently increased the sales. According to Aaron Orendorff – Forbes Top 10 B2B Content Marketer, e-commerce has helped businesses launch beyond borders reaching out to millions of new potential customers. By 2023, an increase of 276.9% in the total global sales in retail is projected with APAC taking the lead (source: shopify.com).
    The easy accessibility of mobile phones and internet has definitely elevated the demand of recommerce as a service. This surge has seen many start- ups joining the bandwagon to not only meet the growing demand but also to take advantage of the efficiency and scalability that marketplaces provide.
    Through the creation of an application that links second-hand products to customers, VINTED has grown from being owned by its two co-founders Milda and Justas to an organization that employs more than 450 people and unites a community of 25 million people.
  • Personalized customer experiences. In reference to platforms like VINTED, personalized services that match customers preferences are highly sought after. Customers want to feel valued and there is no better way than to offer a personalized experience. Even though many consumers are in search of products being offered at discounted or affordable prices, they will not compromise on the experience. Brands are thus competing not only on price but also on offering the most memorable experience to their customers.
  • Old is new again. Founded in 2009 as a swapping company for men’s shirts’ thredUP is a huge consumer marketplace that flaunts over 35,000 brands. In one of his keynotes, CEO and co-founder James Reinhart forecasts sales of upto $51 billion from the second-hand apparel market by 2023 (source yahoo.com)
    In reality, people buy twice as many clothes and wear them half as long. If one can buy a branded item for half the price of the new, why not? There is a growing trend to transform consumption through reuse. And so as to keep up with the changing environment in the retail industry, integrating a resale option in traditional retail outlets is seen to boost the overall sales. Customers are sparked to spend 21% more and visit 70% more frequently. James attributes the massive increase in the visiting percentage to the fact that second hand collection is restocked every two weeks whereas in the traditional format, new collection arrives between four to six times a year (source: www.thredup.com)
  • Cost friendly. Pocket friendly purchases is a big driver in the recommerce boom. Customers are increasingly seeing the value in buying recycled brand-name products for huge discounts. “Recommerce has seen a tremendous upsurge” says Steven Bethell, founder of Bank & Vogue – a firm that specializes in the logistics of selling used goods and operates a sister company called Beyond Retro. Prior to making a purchase, many shoppers aquent themselves with the resale possibilities of items they wish to buy with the plan to resell them in the near future. The retail industry is seeing a continued shift with the majority of consumers shopping smarter.
  • Sustainability. The new affluent generations like the Gen Z are more environmental and social conscious and as such, they expect brands to be more ethical and sustainable in their production processes. Fashion brands that have this audience as their customer base, are obliged to revamp their business models to be able to not only attract but most definitely also retain this segment.
    VINTED is one such brand. By investing on its brand ethos which is providing a platform for purchasing and selling of second-hand clothes. These clothes reduce the environmental impact of Co2 levels that are usually released in the production of new clothes (think water, chemicals, fertilizers and pesticides). In addition, it prolongs the shelf life of clothes that would otherwise head to the dumping sites in one or two years. It’s estimated that 600 kilograms of used clothes would lead to a reduction of 2250 kilograms of Co2 emissions, 3.6 billion liters of water saved, and 144 trees planted. (www.smartgreenpost.com).

At Webhelp, our clients are at the heart and our core objective is to ensure that their customers experience world class service in every touchpoint. The creation and upholding of a sustainable environment also go hand in hand with what our company stands for.

In our endeavor to always provide seamless interactions, we go the extra mile to guarantee that customers’ needs are met. We focus on making the purchase process in the marketplaces as simple and fulfilling as possible 

Our flawless and memorable customer journey from order management to returns and replacements is swiftly executed with our dedicated service specialist who are located globally in the different hubs. 

And thanks to the booming second-hand industry, content management and moderation is also on high demand. Ever thought of outsourcing your content moderation? Our highly experienced offshore content moderators ensure that our clients’ brands are duly protected across their target audience. We support our clients’ to not only maintain their brand integrity, but also to shield their customers from inappropriate, aggressive or illegal content.  

Are you looking for an experienced partner who will help you take your marketplace to the next level? Get in touch to receive your tailormade solution: Olivier Carrot.