In this webinar hosted by Inviqa, Turnbull & Asser, and Nosto, learn how you can optimize your ecommerce strategy for the holiday season along the entire customer journey (with first hand insights from Turnbull & Asser).

1. TM
Fashion webinar:
How to ensure successful seasonal shopping in Q4

2. Agenda
TM
Q4: what’s at stake for your business
Optimising your ecommerce strategy for Q4
How Turnbull & Asser is preparing for Q4
Deep dive into the online fashion industry
Q&A

3. TM
Business first

4. TM
eCommerce
Consultancy
Platform evaluation & implementation
Creative vision, strategy & ideation
UX & CX design
System integration
Optimisation

5. TM
15Offices
200Employees
200+Clients worldwide
TM

6. TM
Clients
Retail
Pureplay
Fashion
Media
Entertainment
Publishing
Health & Beauty
Tech
Trusted partner across a
wide range of sectors,
experts in:

7. TM
1st Nov - 26th Dec 2015
£24bn
compared to 2014
+12%
£5bn
predicted cyber for
weekend 2016
Q4 Online Spending
TM

8. 60% increase
in online traffic
on cyber Monday
Some of the sites
that struggled…
Stability &
Performance
TM

9. Client Success
Stability and
performance
enhancements
increase conversion
7,000 to 15,500
concurrent users
1.1 orders per
second
TM

10. Performance considerations
TM
Compressing images
Investing in a CDN
Using caching effectively
During peak, focus on simplifying the journey
to conversion

11. Keep it
personal
(not creepy)

12. 14% of orders were
click and collect on
Black Friday 2015
TM
Beyond the
purchase

13. Preparing For Peak
Improving the customer experience, why not to relaunch in
peak, and some quick wins…
Disclaimer: Terrible use of stock images within…

14. The foolproof guide to relaunching
your site in peak…

15. UAT + testing will be squeezed
Don’t Do It!
Why? So What?
Mistakes are likely to hit the live website, meaning
customers will spot them leading to a bad
experience…
For small to medium businesses, the people trading
your current site will often be the ones helping to
launch the new site. During peak trading this comes
with difficulties!
There’s no room for error!
Critical items may fall off the launch plan due to an
absolute delivery date which can’t be moved…
You’ll distract the team from trading
You may face extended periods of downtime, find
that the hosting infrastructure isn’t suitable and
ultimately lose revenues
Going live with high traffic = risky!

16. So, You’re Doing It Anyway…
Gain the support of the wider business
Action Because…?
You may find you can pull from internal business
units outside of ecommerce to help with testing /
UAT of repetitive pages, helping your team focus
on new sign-offs and trading the current site…
Focus your stakeholders (and yourself!) on the
elements of the launch that matter most. Which
could you live without; HTML5 video on the
homepage, or PayPal integration? Mapping out
these elements will help you to prioritise.
Talk hosting…now!
My CEO once said ‘there’s nothing worse than a
newly launched website going down’ I proved him
wrong.
‘There’s nothing worse than a newly launch
website going down during peak’
Focus
Going live during peak is always going to carry more pressure than at other times. With strong technical competencies from
your chosen development agency, and equally strong project management both internally and through your agencies, it’s
possible to have a smooth transition to your new functionality or website.

17. The Luxury Consumer & Their
Expectations (or not!)

18. Customer Services
Function Expectations
Packaging
Fulfilment
• Expects a reply immediately
• Would rather a considered response than a templated one
• Would like to deal with the same person for each query
• Needs a customer service at non-work times - weekends + evenings are key
• Wants to be able to pay in a way that suits them - PayPal, gift card, local currency etc.
• Expects a luxury gift wrapping option
• Appreciates a degree of personalisation via packaging
• Doesn’t want boxes within boxes…minimum wastage + easy to carry
• Wants you to deliver the goods at a time that suits them
• Expects a free shipping option - but willing to pay for convenience
• Does NOT want to queue anywhere to return or have to ask to return
• Wants regular, accurate tracking updates and a ‘signed for’ service
• Expects to be able to collect in store
• Doesn’t consider stock outages to be an option - if it’s there, it can be purchased!
• Wants a premium courier - DPD / branded couriers etc.
The Luxury Consumer At Christmas

19. How we’re preparing for peak…

20. Get close to your hosting partner…
Handy Tips / Quick Wins
Load testing alongside your hosting partner will
minimise the risks of the site going down when
under extreme pressure throughout peak trading.
Increase concurrent users to
above your current forecasts, force as many people
through the checkout as possible, tweak your
infrastructure and test again until you’re 100%
happy…
Group your products suggestively
From Nosto to Inviqa, your email platform provider
and 3rd party logistics company, all of the
businesses you work with have incredible
experience with clients larger, smaller, more
intricate and complicated businesses than your own
- this experience will prove invaluable in a face to
face meeting to discuss peak planning. Lean on
them as much as possible…
Localised PPC…for the store
Ensure you have enough visuals!
Give forecasts to 3rd party logistics partner
Split up your database…
Showcase your services
In fact, get close to all of your partners…
Don’t miss out on market opportunities
Work with businesses in your vertical to sell your goods for you…
Use your stores for visual cue ideas
Get your stock levels up - high enough to cope with your forecasts!

23. In this webinar we will
look at the following KPIs…
✓ Traffic
✓ Conversion rate
✓ Average order value
✓ Bounce rate

24. TRAFFIC

25. 28.7%
Largest increase in
traffic - UK
YEAR ON YEAR NUMBER OF VISITS %
Traffic

27. TOP THREE TIPS FOR Q4:
✓ Engaging content
- e.g. gift ideas
✓ Tailored email
✓ Qualified traffic
Traffic

28. CONVERSION
RATE

29. 3.85%
Average conversion
rate in UK
Conversion
rate
CONVERSION RATE (CR) %

31. TOP THREE TIPS:
✓ Free shipping and
clear returns
✓ Streamline payments
✓ Create urgency
Conversion
rate

32. AVERAGE
ORDER VALUE

33. £135
Average order
value in UK
Average
Order Value
AVERAGE ORDER VALUE (AOV) €

34. TOP THREE TIPS:
✓ Product exposure
✓ Dynamic upselling
✓ Fill gift budget
Average
Order Value

35. BOUNCE
RATE

36. 41%
Average bounce rate
in UK
Bounce
rate
BOUNCE RATE %

37. TOP THREE TIPS:
✓ Dynamic content
✓ Landing page
optimisation
✓ Relevant alternatives
Bounce rate

39. Brett Lawrence blawrence@inviqa.com
Lewis Hamilton lewis.Hamilton@turnbullandasser.co.uk
Patrick Obolgogiani patrick.o@nosto.com
Q&A