The fashion eCommerce industry has become more competitive now that there’s the digital age has developed. It’s one of the reasons why most customers expect a customised shopping experience based on their needs and preferences.

Besides, now that fashion isn’t longer limited to rules, people can get more creative and show their unique tastes. So, if a fashion website doesn't have a customisation feature, potential customers usually get frustrated.

In this article, we’ll give you some ideas of what most customers would expect in a fashion eCommerce business nowadays.

1. Customised Product Recommendations

Usually, modern fashion eCommerce businesses have a recommended section where you can see all the recommended products based on your recent activities. In providing this kind of service, you should invest in machine algorithms and data analytics so that you have an idea of the history of purchases and browsing data.

One of the popular brands that offers elevated personalisation is Nike. They have the option where customers can join the personalisation option. Those who sign in can create a profile where their personal data, purchase history, and other relevant details are collected. Once the details have been collected, they’ll be used for product recommendations.

2. Personalised Shopping Interfaces

When shopping online, websites usually provide customisable shopping interfaces. For instance, when searching for a buttondown shirt, there should be adjustable filters where you can select the size, colour, sorting preferences, and rating. In addition, there should be an option where the customers can save their preferred filters. This allows customers to find the right shirt they’re looking for.

If you’re not familiar with the extensive customisation option for searches, you can consult or hire a fashion ecommerce agency. They can help you know where to start when creating a personalised experience for potential and loyal customers.

3. Virtual Styling Assistants and Fitting Rooms

Having visual styling assistants and fitting rooms allows customers to try on clothes and other fashion pieces virtually. Usually, this feature would ask you if you would like the website to access your camera. Once you agree, you can try one available online option to find out whether the clothes look good on you.

It’s not just for clothes, but also sunglasses, make-up, hair colour, and other fashion and beauty options.

Meanwhile, visual styling assistants can also help you find the best options for you. Usually, these assistants are powered by AI chatbots, but you can also hire human stylists for more accurate recommendations.

4. Personalised Email Campaigns

Email marketing is still effective nowadays. It’s a powerful tool that allows businesses to create personalised recommendations, content, and exclusive offers. It starts with asking your customers whether they want to subscribe to your email list. It can be a pop-up question on your homepage.

Once a customer subscribes to your mailing list, they’ll be added to the list of customers who receive emails from you regularly. You may opt to include an automatic setting where you can include the customer's first name whenever you send them an email.

5. Loyalty Programmes and Rewards

One of the things that can drive customers to buy more from your website is to offer loyalty programmes, rewards, and discounts. As you know, having customer cards allows customers to collect points whenever they buy something from you. At the same time, they can use these points for future purchases.

In terms of personalising rewards, you can offer discounts based on the purchase history and preferences of the customer. In addition, you should provide exclusive loyalty points whenever they leave helpful comments and reviews, referrals, and sharing of your links and other announcements.

6. Interactive and Personalised Content

Content marketing is another effective way to reach out to your customers. In creating content, you can have a personality assessment recommending a specific style per customer. In addition, you can also create quizzes, videos, photos, and other interactive posts.

Creating fun, interactive content allows customers to share their results and enjoy the fun fact that they belong in a specific type of fashion statement.

7. Advanced Search Functionality

Aside from being able to customise the search options, you should also enhance the search functionality. For instance, you can include a voice search, photos, and personalised search to improve your customers' shopping experience.

Besides, the more user-friendly the search panel is, the more orders can be generated. So, instead of complicating things, you can consult a fashion eCommerce agency for a more accurate search panel.

Final Thoughts

Personalisation in online fashion retail should be implemented in every business. It’s not just a special feature, but a necessity that can significantly help improve the shopping experiences of customers.

We hope this article helps you understand more about building an online fashion brand. If you want to add something to the discussion, don’t hesitate to comment below!

ABOUT THE AUTHOR

Aliana Baraquio is a web content writer at Design and Build Co., a specialist digital agency for fashion and luxury brands that helps clients maximise their digital presence and remain agile in a rapidly changing environment. You can catch her browsing the internet for the latest hairstyles and hair care tips in her free time.