New Look skyrocketed to number one in our 2019 Multichannel Retail Report, gaining an extra 20 points compared to their score in 2017. They have quickly become a leader in multichannel retail amongst the usual suspects of Schuh, Argos and more, but how?
The retailer truly embraced multichannel and have clearly invested in this offering over the past year, with a wide range of delivery options, a seamless mobile experience and a simple and straightforward UX. What can other retailers learn from their multichannel offering?
#1 – In-store stock check
Only 35% of retailers have an in-store stock check feature, giving retailers who implement this feature a competitive multichannel advantage.
New Look offers a slick, seamless stock check feature that pulls from the right on desktop and mobile, and uses geolocation technology to find your nearest store. This simple tool is an easy way for the retailer to capture a wider range of customers and whilst a feature like this often requires a complex build, it can pay dividends for retailers wanting to scale and grow their multichannel offering quickly.
New Look interestingly gives this feature equal on-site priority with the ‘Add to Bag’ button – a choice that most ecommerce sites would avoid. However, this confidence to give their ecommerce and high street retail channels equal promotion on-site is what makes them a great multichannel retailer.
#2 – Fast, in-store click and collect
The retailer has also invested in a comprehensive delivery offering that includes a fast in-store click and collect service. Whilst New Look does not offer instant or same-day collection from stores, it does provide the option for customers to collect next day at a premium cost (with standard in-store click and collect taking 3-5 working days).
74% of retailers offer click and collect to store locations so this is definitely not a service to be overlooked. However, only 33% of retailers can offer this next day or sooner so this can be a differentiator for retailers over their competitors.
#3 – Wide variety of delivery options
Similarly, New Look also offers a wide variety of home delivery options including next day, next day evening, nominated day and nominated evening. Whilst the majority of retailers can offer next day delivery, only 26% of retailers can offer named or nominated day delivery and only 10% of retailers can offer guaranteed evening delivery.
New Look also offers a ‘delivery pass’, a service that offers unlimited deliveries and collection for only £9.99 a year, which includes next day delivery and click and collect.
New Look offers customers a delivery experience that takes into account cost but also convenience, and our retail matrix in our 2019 Multichannel Retail Report has clearly scored them well as a result.
#4 – Mobile performance
New Look also performed well in our 2019 Mobile Retail Report and whilst they did not reach the top spot, they did land in the top ten. Their seamless mobile experience includes mobile geolocation, input-specific keyboards during checkout, intuitive product zoom gestures and faceted navigation.
This certainly contributes to their multichannel offering and cements the retailer as an industry leader in ecommerce. Any retailer wanting to win at multichannel should review their mobile experience and make sure they invest in improving this.
New technologies and functionality
In previous reports, New Look had a simple offering with an overall average score but they have certainly invested in various new technologies and functionality to provide their customers with a fantastic multichannel experience in 2019. The retailer also does a great job of offering complex features whilst retaining its slick, minimalist design that allows customers to find the products they want quickly and order them quickly too.
Customers expect more from their retailers and so you cannot afford to fall behind. New Look has managed to make progress and move past the barriers that most retailers are struggling to break through so congratulations to the New Look team this year.
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