The Dorothy Perkins Customer Experience
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Transcript of The Dorothy Perkins Customer Experience
CUSTOMEREXPERIENCE
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THE
DOROTHY PERKINS(omni-channel)
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As part of our
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eCommerce Customer Experience Challenge
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we’ve been testing retailers including Amazon, Foyles,
and ASOSFollow us @PeopleVoxwww.peoplevox.co.uk
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Which you can view here
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So, next we tested the customer experience at...
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DOROTHY PERKINS
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...going down the omni-channel route.
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It all started with the typical English weather...
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...and a need for some waterproof shoes.
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Truth be told...
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...Dorothy Perkins was not my first choice.
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I tried many retailers...
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...but didn’t find what I wanted
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(Which may say more about my picky taste than the
actual retailers)
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So I used my desktop to search DP’s website
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Great filters
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Clear product view
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And, before long, I found a pair of boots I liked the look
of...
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Even better, they were onSALE!
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Awesome!
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The only snag was my reluctance to order shoes
online...
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...because it’s often such a gamble with the size.
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So I headed to my nearest store!
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I found the boots I’d seen online in my size...
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...tried them on, and they fit like...a glove.
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The snag?
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The sale didn’t extend to the store; it was only
available online - and it ended at midnight!
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I didn’t want to risk my size not being available online
before I got home...
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...so I decided to order them on my mobile while in store.
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To be honest, the
mobile website was a little slow to load...
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...but the layout was tidy and I found my
boots quickly.
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Checkout process - quick & simple
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Clear delivery options, with costs shown rather than hidden until
later.
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For convenience, I chose to collect from a store.
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And here were the stores
nearest to my work.
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I could then choose how
soon I wanted my order.
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After filling out all my details and clicking ‘Buy’...
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...my order was placed and my inbox was already
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Clear, simple update.
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I’ll get 2 more emails:
one to let me know my order has
been despatched;
another to tell me when I
can pick it up in store.
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And so I wait for my next email update...
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...which comes through on 12/10/15
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My order has been despatched,
and now I just have to hang tight for the next email.
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And the ‘ready to collect’ email follows on 13/10/15
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Summary of my order.
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Info about how to collect my package.
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Including a handy map
showing where the
store is located.
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All that’s left is to head on down to Wallis to pick up
my package...
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This was my little
paperwork pack...
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Despatch note
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Offer inserts
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Returns labels
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The process was mostly flawless from start to finish...
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Found boots online -
07/10/15
Tried boots on in store - 08/10/15
Ordered boots on mobile - 08/10/15
Order despatched -
12/10/15
Order ready for collection -
13/10/15
The omni-channel process summary
Order picked up from store -
13/10/15
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The only problem I could think of...
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➔ Mobile site could use a little tweaking.
Negatives
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The positives, however...
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➔ Clean, tidy online site for both desktop and mobile.
Positives
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➔ Clean, tidy online site for both desktop and mobile.
➔ Simple checkout process.
Positives
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➔ Clean, tidy online site for both desktop and mobile.
➔ Simple checkout process.
➔ Suitable delivery options.
Positives
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➔ Clean, tidy online site for both desktop and mobile.
➔ Simple checkout process.
➔ Suitable delivery options.
➔ Just enough email updates.
Positives
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The result?
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In the age where omni-channel eCommerce is
becoming popular...
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...Dorothy Perkins excel at providing a streamlined customer experience.
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