E-commerce customer experience report Singapore 2020
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Priscilla's experience shopping online for apparel
Priscilla Lee is a female Singaporean, aged 35. She is a professional running her own creative agency. Priscilla is inclined to make her mark whenever she is in public.
Her friends regard Priscilla as successful and classy.
In November of 2020, Priscilla set out to purchase contemporary designer Chinese apparel for an upcoming social event. She chose to shop locally from Utopia Apparel, Yeo Mama, and Little Nyonya Batik.
This is Priscilla’s story.
key
learnings
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NO ONE WAS READY TO SERVE PRISCILLA ONLINE
PRISCILLA COULDNβT ACCESS THEIR WEBSITES FROM HER PHONE DURING HER LUNCH BREAK.
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RETAILERS BLOCKED PRISCILLA
RETAILERS OFFERED FEW ONLINE EXPERIENCES. INSTEAD, PRISCILLA WAS ASKED TO COME IN-STORE.
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FEW FIRESTARTERS
RETAILERS DID NOT START A DIALOGUE WITH PRISCILLA THE WAY SHE WANTED.
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LIMITED PRODUCTS
THE PRODUCTS AVAILABLE WERE EITHER INCOMPLETE OR LIMITED. PRISCILLA FOUND IT DIFFICULT TO MAKE A CHOICE.
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NO ONE PUT VERIFIED CUSTOMER REVIEWS ON THEIR WEBSITES
PRISCILLA HAD TO WORK EXTRA HARD TO FIND REVIEWS ON GOOGLE + FACEBOOK
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MARKETPLACES WERE NOT HELPFUL
SERVING PRISCILLA THROUGH THIRD-PARTY MARKETPLACES LIKE ETSY DID NOT REDUCE FRICTION AS EXPECTED.
hot
stats
customer expiry
verified reviews
service outages
time-outs
avg firestarters
customer goals
priscilla is
unlikely to
shop online
for apparel
in future
01
During the friction test, we measured Priscillaβs experience shopping for contemporary ethnic wear from Singapore. In total, three companies in Singapore were tested.
02
Little Nyonya Batik replied to Priscillaβs inquiry within a few minutes β. She received reliable replies regarding the products, expert knowledge and flexibility to serve her needs β.
However, overwhelming π friction prevented Priscilla from moving pass early game. All the retailers required Priscilla to gather measurements for fitting, and have at least one interaction with staff before putting any product in her shopping cart.
03
Nobody managed to help Priscilla achieve her goal. Priscillaβs goal was not to window shop. Nor was her goal to speak to salespeople π€. Her goal was to purchase an outfit, online.
Priscilla needed it done β within three days before she would give up and abandon her goal.
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π
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3.4
BEST SCORELITTLE NYONYA PRESENTED π THE LEAST FRICTION. LITTLE NYONYA IS THE LEADER AND 30% MORE EFFECTIVE THAN ITS NEAREST RIVAL, YEO MAMA.
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π
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5.7
WORSE SCOREUTOPIA APPAREL PRESENTED PRISCILLA WITH MASSIVE BURNS. UTOPIA APPAREL’S NEAREST RIVAL IS YEO MAMA.
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π€«
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4.2
AVERAGETHE INDUSTRY AVERAGE IS 4.2 POINTS.THIS SUGGESTS THE INDUSTRY HAS π€« ROOM FOR IMPROVEMENT.
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