How to combine online orders with sales in a stationary store [about Click & Collect in CCC]
Book the product that you can test in the store
CCC, a fashion industry leader specializing in the production and sale of footwear, introduces a new online ordering service for in-store fitting and collection.
Customers can now book products online and collect them in the store of their choice. Thanks to this, upon receipt of their shoes, they can try on the product, decide whether they would like to make the purchase, and if not, browse the rest of the collection with the assistance of in-store staff. Ultimately this approach boosts sales, as customers are less likely to leave the store having not made a purchase.
In order to implement this vision we had to take a very specific path to purchase into account. As a result we proposed taking a modular approach that facilitated the implementation and subsequent development of the system. This phased approach allowed for each element to be introduced at the right time, hence delivering a smooth roadmap to the final product, whilst maintaining the flexibility of the solution through fine-tuning and adaptation at each step.
Order online and collect in the store - case study CCC
CCC is an international company dealing in the sale and production of footwear. It operates on many markets and has an extensive network of physical stores. At the beginning of the work, the brand had a catalogue of products online and offered the possibility to check in-store availability. Some of the product range could be bought online at efootwear.eu.
The main objective of the project was to combine the online order with the sale in the store (click & collect), taking into account the nature of the fashion industry.
Shopping path (click & collect)
The specific shopping path (order online, pick up in the store) meant that is was necessary to embed the process within the context of a single online store taking into consideration such variables as availability, number of orders, order processing time. This process has been designed so that the limitations resulting from this form of sale do not affect the overall convenience of shopping this way.
Modular approach to design
Taking into account the specificity of sales, we proposed a modular approach to the project. The product is presented in a broader context, taking into account user opinions, branding and how the users connect to the brand in social media. The presentation of inspiration, trends and tips are not based on permanent templates but allow for the free composition of content, including the fully contextualised presentation of the product.
This approach facilitates the implementation and subsequent development of the system. Thinking about individual elements within the context of the whole, allowed for a smooth and gradual approach to the final product while maintaining the flexibility of the entire solution.
Sales using content
It was, of course, crucial that we always kept in mind the fact that the user is buying the emotions associated with the brand, and the image that the product itself conveys. We also placed a lot of emphasis on the strong visual presentation of the products within a fashion context. From the main product landing page, right the way through to the ordering stage, the customer journey is consistent, and we continue to present additional inspiration and imagery from social media.
The actual categorisation of product ranges is based on assortments arising from a wider context, including the seasons, sales dynamics and current trends, in addition to the categories that you would normally expect in an online shoe store.