In our latest 2019 Mobile Retail Report, FatFace soared to the number one position with its seamless mobile experience that embraced the latest mobile technologies whilst making sure that the fundamentals of mobile UX were integrated.
The retailer shares the top spot with Hugo Boss and Burberry, followed by Hollister Co., Schuh, Warehouse and Oasis. But what can retailers learn from FatFace’s mobile performance and how did the brand rise to the top of the mobile leaderboard?
#1 – Intuitive product zoom
FatFace embraces intuitive product zoom by taking advantage of pinch and double tap gestures. A significant 72% of retailers use intuitive zoom gestures on mobile and so those without this functionality are unlikely to meet customer expectations and conversion rates may be taking a hit.
Whilst FatFace’s zoom does open as a pop-up and you can’t easily zoom whilst retaining the product information on the same screen, this is still a great example of a well-implemented product zoom feature on mobile.
#2 – Faceted navigation
FatFace has also implemented an easy-to-use filtering tool which allows visitors to filter by colour, size, style and price, all without any reloading of the page mid-filtering. This allows its customers to find the products they need quickly, a simple way to boost add-to-cart rates and drive further sales.
Faceted navigation is an easily overlooked feature for ecommerce sites, and whilst the majority of retailers (82%) allow the ability for visitors to select multiple refinements when on collection or listing pages, there are still many without.
#3 – Input-specific mobile keyboards
Another great mobile UX feature of FatFace is its use of input-specific mobile keyboards. We are always surprised at the number of retailers that do not take advantage of input-specific mobile keyboards. During checkout, a field requiring a phone number should open the number-specific keyboard and similarly, a field requiring an email address should open the email-specific keyboard. Only 68% of retailers use both of these keyboards, including all of our leading retailers and FatFace.
This is a simple example of how a complicated and step-heavy checkout has the potential to hinder conversion rates at the checkout stage, and this can be a quick win for many retailers to implement.
#4 – In-store stock check
In this year’s report, we focused on rewarding mobile retailers who had a strong multichannel proposition and we scored retailers highly for features such as an in-store stock check, geolocation, clear store opening hours etc.
FatFace’s in-store stock check is a fantastic example of a feature that allows customers to browse online but purchase their desired product in their nearest store. Whilst the retailer misses an opportunity to offer click and collect at this stage, the overall experience is still above average.
Only 35% of mobile retailers have an in-store stock check feature online, and unsurprisingly, this includes all of our leading retailers. By giving your customers the choice and convenience of shopping when, where and how they want, you are ultimately providing your customers with a winning customer experience.
#5 – Mobile wallet payments
Lastly, whilst mobile wallet payments (Apple Pay, Google Pay and Samsung Pay) have been commonplace in the world of retail for years now, there is still a slow uptake when it comes to high street retailers on mobile. Only 8% of retailers offer mobile wallet payments, and despite an increase from 3% in 2017, this is still quite surprisingly low.
FatFace is one of the many fashion brands adopting mobile technology and continues to improve its mobile experience by offering a wider range of quick and easy online payment options.
A leader in mobile UX
FatFace has clearly invested in its mobile experience over the past few years with new technology. The retailer is also a high performer for multichannel, landing in the top ten in our 2019 Multichannel Retail Report too. Other retailers must follow suit if they are to thrive and scale in today’s retail landscape, and retailers who aren’t even embracing ‘the basics’ may not survive.
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