Shopbop

Value Proposition

Shopbop guarantees only quality, authentic designer merchandise, and trust within the customers and the designers themselves.

Image above taken directly from site in regards to security and fraud prevention. Shopbop uses SSL software to prevent credit card theft. This is a very important aspect in regards to CRM as well. If a customer doesn't feel secure using their credit card on a website, then lost sales will increase tremendously and the companies ROI will decrease.

Pictured above is the questions answered in the privacy policy. While shopbop does use javascript and cookies to track shopping behavior, it is only used to enhance the website regarding CRM. Personal customer information is only for the websites use only, and is only shared if a thirdparty company is involved-such as address if merchandise is being shipped directly from the manufacturer.

Benchmarks/Metrics of Success

Shown above is Shopbop's report. While the webtraffic has almost doubled over the past 4 years, I believe there are improvements than can be made.

For starters, Metrics such as the ones listed below should be recorded and analyzed:

New Visitor Conversion Rate

Return Visitor Conversion Rate

Pageviews/Visit

Items/Order

Average Order Value

Landing Page Bounce Rates

Landing Page Load Times

Traffic Sources

Orders Per Customer Per Year

Average Time when Completing Check Outprocess

Shopping Cart/Checkout Abandonment Rate

Average Speed of Customer Service Response

Suggestions to improve CRM

If a customer doesn't prefer to make an account, allow express checkout without enableing cookies to save information. Explain why having an account is useful, but don't hinder sales because some customers don't feel comfortable creating an account. If accounts are prefered, maybe start a program where customers can purchase sale items without the creation of an account. A customer purchasing a sales item may think they are performing a one-time-only purchase from the company because they typically can't afford merchandise sold, therefore don't hinder them from doing so.

Provide contact information during checkout process, and create a 24 hour customer service line-even if it is a simple recording covering FAQs.

Send an email immediately once cart abandonment takes place. Ask questions such as "What went wrong", or "need help?", incase they did abandon on mistake. Also include how long the item will stay reserved for the customer specifically AND how long the item will remain in the cart.

Ask customers where they heard of Shopbop, this may give insight to improve the sight.

Create a mobile/tablet app.

Create a private label.

Addressability

Shopbop always addresses their customers with a current slideshow upon entering the site. The slide show could be showcasing a new designer lookbook, new trend, new products, new promotion, etc. They target young to established professional women who could also be categorized as a 'fashion enthusiast'.

Strengths: The 'About Us' section includes details about the company such as; history, careers, and contact information.

Strengths: Has a section devoted to 'Top Sellers' of the week. This helps customers see which trends are popular now.

Weaknesses: There isn't an area that shows what customers should buy.

Opportunities: They have a section of top sellers, but should also have a section for customer favorites. Even though customers haven't bought these items, they're products customers want. It's basically a public wishlist. This helps customers see what other people are wanting to buy for the current season, keeping them current with the trends.

Threats: Other companies, like Asos, has a 'Save for Later' option. This is good for customers who don't want to purchase anything at the moment, but want to put it somewhere so they can think about it.

Interactivity

Strengths: Suggestions are listed under each product, called 'Wear it With'

A wide spectrum of additions and alternative products is suggested to the customer when shopping for a given item. Here, we have a customer viewing a Gryphon dress. Shopbop suggests an ankle strap platform and rings.

Strengths: Live chat is available Monday-Friday 9 am-6 pm

Weaknesses: They don't have a 24 hour chat available, and many of their customers are located in different time zones and can't be helped.

Opportunities: Shopbop should give customers the option to comment on products and rate them. Many other websites have this feature, which helps shoppers decide whether or not they want to buy a product because they have a real life opinion of the items.

Threats: The lack of interactivity threatens Madewell.com because shoppers may choose not to buy something on the site because they don’t have any customer feedback on the given product. This could jeopardize sales.

Memory

Order History

My Hearts

Wish List

Strengths: Included in saved customer account information is previous purchases, wish list items, favorites (represented by My Hearts on the website), previous reviews made, and email preferences.

Strengths: The website has a very clear section on the top left where you can enter your email address to join their mailing list which gives shoppers and fans of the brand the ability to find out about all the latest sales and promotions right as they begin.

Strengths: Shopbop uses cookies to remember customers account information, as well as items in the shopping cart, as shown above.

Weaknesses: When you are signed into your account it welcomes you with your first name at the top of the page, but it is not very noticeable or big enough.

Opportunities: Shopbop should suggest items based on items customers already bought. Just like a good salesperson knows which styles customers prefer, Shopbop should have suggestions based on past purchases.

Threats: Other websites have a personal shopper option, so customers can get an edited selection of the assortment based on items they've already purchased.