Page 17 - How Top Merchants Create the Best Customer Experience

17 ONLINE SHOPPERS WANT A FAST SITE AND THEIR INPUT TO COUNT

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

the comments customers leave on its Net Promoter Score (NPS)

form, says Jai Dolwani, chief marketing officer at Winc.com. NPS
determines customer loyalty through questions like: On a scale
from 0 through 10, how likely are you to recommend this product

to a friend or colleague?

In July 2020, Winc reviewed low NPS responses and narrowed
the problem down to selection and availability. As a result, Winc
increased its SKU count to more than 100 wines, up from 30 wines.

“[Making those changes] is incredibly cash-intensive and takes a
long time to do in the wine space,” Dolwani says. “We ran a match

market test for 50% of our customers where we sourced third-party
wines, put those on the site, and saw a tremendous [increase] in
NPS, average order value and lifetime value from the test group.”

Australian-based costume retailer CostumeBox.com.au also uses

shopper feedback to add new products to its ecommerce site. For
example, when the retailer continually sees shoppers searching
for a particular costume in the search bar that it doesn’t have, it

RETAIL

COMMERCE 360 ©Copyright 2022 Digital Commerce 360 & Vertical Web Media LLC. All rights reserved.