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Missguided might be a relatively young brand, but over the past few years it has garnered a reputation as one of the most impressive and innovative ecommerce companies out there.
Mark Leach, Head of Ecommerce at Missguided, spoke at the Festival of Marketing this week on the subject of personalisation.
Focusing on how the retailer is constantly adapting to fit the desires of its target consumer, here’s a summary of what he said:
Diversifying into new channels
Mark began his talk by emphasising the ever-changing nature of technology.
In future, it is predicted that devices will fade away and be overtaken by digital assistants to create an AI-first world.
But before we get too ahead of ourselves, Missguided wanted to ensure that, for now at least, it is delivering a decent mobile-first experience.
Upon discovering that 75% of its customers engaged using a smartphone – with screen size averaging six inches - creating a mobile app was the natural next step (read our review of Missguided's Tinder-inspired app here).
This is just one example how Missguided has used customer preferences to help personalise the user experience.
Further to the general demand for an app, it also became apparent that there was a huge bias toward iOS, with 82% of mobile sessions coming from Apple devices.
Missguided also took this into consideration, choosing to launch the app with Apple Pay.
Creating a bespoke mobile experience
Mark highlighted the fact that real estate on a customer’s phone needs to be earned.
Missguided wanted to ensure that its app included features that were unique and relevant to the person using it.
In order to do so, it set up a user experience lab throughout the creation process, gaining qualitative feedback on what users did or didn’t like.
Aiming to create a bespoke experience, the app also includes a number of features to complement the natural behaviour of the consumer.
For example, it includes the ability to share products across different channels, such as Instagram, Facebook Messenger and WhatsApp.
When a button for the latter was introduced, it became the number one method of sharing product pages across both mobile and desktop.
As well as sharing options, the app is also focused on user generated content and other built-in engagement experiences, such as the ‘swipe to hype’ wishlist function.
Targeting consumers who like to spend time creating personal wishlists, it has a Tinder-like swiping feature to encourage engagement and interest.
Likewise, the brand has also introduced a ratings and review system.
This has enabled consumers to create their own community to share information and feel empowered by their fashion choices.
Designing a friction-less experience
Finally, Mark finished off his talk with a few comments on the future for Missguided.
Despite keeping tight-lipped on the brand’s first ever physical store (which is set to open in Westfield Stratford in the coming months), he did let on that the website will soon be revealing a brand new checkout system.
With the aim of eliminating friction at the checkout, it will include features like predictive address entry, the ability to save card details and buy without logging in.
While those elements are fairly standard for most ecommerce sites, Mark also mentioned some innovative new features such as an image-based search function.
This shows that, for Missguided, personalisation doesn’t just mean traditional behaviour like addressing the consumer by name.
It means understanding real customer feedback and frustration – as well as what it can do to resolve it.