Blog/SelfridgesxReskinnedxZedify:RecappingourDrapersConnectswebinar

It’s been just over a week since our Drapers Connects webinar with Selfridges and Reskinned, when we chewed the fat over the opportunity up for grabs when retailers choose to implement a strategy for urban deliveries.

With studies finding a strong the link in urban consumers between satisfaction with delivery options provided at checkout x satisfaction with subsequent experience of the delivery = likelihood of repeat purchase, this topic is ripe for unpacking and discovering where wins can be made.

1/ Deliveries are a key part of brand creation and brand promise.

Selfridges’ Antwan Whittingham explained how moving from a bricks and mortar business- where there are clearly established brand expectations around what the store looks like, the packaging (those bags!) etc- to a model blended with ecommerce, has meant ‘brand’ is very much at the heart of decisions on deliveries. The customer expects a certain experience overall, and Antwan’s team must deliver on that customer promise. Ross said that principle holds up for Reskinned’s pure online store, too and for them, transparency with customers is key.

Things to consider:

• Provide advanced/ 2 day+, next day + same day for urban shoppers- there’s a use case for all of these options- one size doesn’t fit all.
• Choose carriers that can demonstrate how they go the extra mile at the doorstep.
• It’s not just about the service options you provide at the front end- make your in flight options to change deliveries are solid, especially with leave safe.
• Get obsessed with delivery experience feedback- where can you get it? From your own surveys? From your carriers’ metrics? From your Trustpilot review themes?

2/ New sustainable fashion business models need new logistics

Perhaps you’ve got a preloved line launching? Ramping up the rentals? Considering a repair service?

For urban customers who expect their favourite brands to allow them to shop in more sustainable ways, all these services are within reach in a beautiful, joined-up fashion when store inventory, local carrier hubs and agile reverse logistics are put in place. Antwan told us that as these services ramp up, delivery is just an evolution of the flexible services being implemented now, for example with same day, so it’s good to be open to working with specialists or pushing your existing carriers to experiment with new ways of supporting what you need.

Things to consider:

• For preloved lines, partnering with a textile specialist like Reskinned.
• Select specialist carriers for new services or push your existing logistics partners.
• Agility and collaboration are key to unlocking the right delivery experience for circular fashion.
• If you’re selling a product on its sustainable credentials, make sure your logistics is clean and green too.

3/ Worried about taking the leap with a new delivery offering? Start small and test

Reskinned’s Ross Barry shared his experience of prioritising simple and reliable deliveries. For the transition they’re making to using a new carrier partner, it has been important to stress-test the tech integration but really important to Ross has been working with a partner that shares their ethos around business being a force for good.

Antwan reiterated this approach of starting small and testing and how important ethos is to Selfridges’ selection of carrier partners. Advice for those considering offering something new and getting buy in from senior decision makers: ‘If you’re not sure a new delivery service will have a demand, why not trial it? Do a soft launch, put it on the front end without a big comms push. You’’ll never understand fully if there’s a demand unless you trial it’.

We asked Antwan, how do you know launching this new service was worth all the effort? He told us, it all comes back to delivering on the customer promise. If there’s a demand for same day, he needed to find a way to deliver it. And the fact that average order value is up compared to orders associated with other delivery options is a great indication of its potential for contributing to growth, too.

How should you measure the performance of a new delivery offering?

• How quickly is the service line growing?
• What is the average order value associated with this delivery?
• How does the service or carrier compared to others in terms of delivery success, on time deliveries and volume queries?
• What feedback are you getting from customers?

Missed the full session? Kick back with a cuppa after lunch and enjoy.

Watch the full webinar with Selfridges and Reskinned now