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The Spanish retail, at the height of luxury brands in user experience

The Spanish retail, at the height of luxury brands in user experience

Clothing brands are increasingly betting on offering full digital experience to users.The rise of online purchases is an opportunity that cannot be missing to capture and loyalty to an increasingly digitized, demanding and volatile customer.However, and as can be seen from the analysis "the state of digitalization in the retail world", presented by Appquality, startup selected by GSS Grupo Covisian within its "Make No Little Plans: Accelering Innovation" program, the main brandsSpanish fashion offer a consistent and competitive user experience.

Appquality has conducted the study that has taken into account variables such as the number of clicks to make the purchase, satisfaction, usability, informative capacity and reliability of the websites of the retailers of Spain and Italy.The investigation has evaluated a total of 20 brands, 10 Italian, of the luxury sector, and 10 Spanish, of brands of the retail model.

En el mercado español se ha analizado la experiencia de usuario de las marcas Desigual, Pedro del Hierro, Mango, Stradivarius, Zara, Bershka, Pull&Bear, Oysho, Bimba y Lola y Massimo Dutti. En el italiano se han evaluado D&G, MaxMara, Prada, Elisabetta Franchi, Salvatore Ferragano, AEFFE, Gucci, Versace, Valentino y Armani.Thus, in relation to the "clicks" that separate a user from concluding a purchase in each of the sites since the product is in the virtual cart, Massimo Dutti, Oysho and Bimba and Lola are the ones that require the most "clicks", with 28 and 23, respectively.Those who are less unequal, Mango, Pedro del Hierro and Stradivarius, with 15, 18 and 19."The number of‘ clicks ’'that are needed to finish the task is key: if it increases, the ease of perceived use is reduced," says Benedetto Lamacchia, Customer Experience Consultant in Appquality.

For their part, Italian luxury companies required 18.8 ‘’ Clicks ’'on average, a figure slightly lower than 20.8 of Spanish retailers.On satisfaction, usability, information and reliability, both countries recorded similar data, with an average of 5.4, 5.7 and 5.8 (about 7), respectively.

El retail español, a la altura de las marcas de lujo en experiencia de usuario

Nor have discordant values between retailers and luxury brands be seen in relation to the ease of executing the purchase on websites.Being 5 the highest score in relation to this metric and 0 the lowest, all brands have received a score between a 4 and 5, except for Massimo Dutti, which has obtained a 3.8.

The same has happened when asked the respondents about whether they would recommend the electronic commerce site to third parties, although with a small exception.Spanish users have described with 3.4 on average the Italian sites, the lowest score.On the contrary, Italian users recommend with an average of a 4 Spanish retail sites and also qualify the experience of purchase in luxury brands with a 4.«We have observed that the experience of buying users is equally satisfactory in Italian luxury brands and Spanish retail sites.The reading of this data is that the Internet has democratized the technological tools to help offer the best customer journey and that it is time to take advantage and integrate them to achieve the highest benefits for our businesses, ”says César López, CEO of GSS Grupo Covisian forSpain and Latam.

To improve the experience it is essential to meet the clients to keep the channels that offer them a better strategy."We must empower remote and face -to -face agents: the fundamental thing is not to close the process, but to ensure that the experience is closed completely," says Miguel Ángel Neira, commercial director of GSS Grupo Covisian Spain.

Personal Shopper Digital

To the extent that the ecommerce is increasing its volume, a sector that closed 2020 with a billing of 51.600 million euros in Spain, 5.8% more than in 2019, are flourishing and maturing figures such as "Personal Shopper Digital".

The tool, which is included in the omnichannel efforts that brands are carrying out, is used to integrate the experiences of the online and offline world, and helps guide users in the shopping experience and customizing it.With a structured and fluid experience, greater loyalty is achieved, an increase in customer base on recommendation and a more fluid customer journey.

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