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Sunday 05 July 2020


PrettyLittleThing invests in post-purchase tech

Written by Peter Walker

Online clothing brand PrettyLittleThing has partnered with post-purchase experience tech firm Narvar, reporting greater customer loyalty since adopting the platform.

Before working with Narvar, PrettyLittleThing directed customers to third-party websites for delivery updates, giving unbranded and functional communications. No customers received proactive and branded delivery and tracking messages via the communications channel of their choice.

Since the change, the rating that customers assigned to its overall post-purchase experience increased by over 30 per cent and the average time to next purchase reduced by 57 per cent.

Branded delivery communications have also brought customers back to the retailer’s website, boosting site visits, according to a statement from the retailer.

With its core audience in the 16-24 age bracket, PrettyLittleThing also needed to expand the number of channels it could use to communicate delivery updates to customers. To meet the experience expectations of increasingly mobile-first shoppers, it now offer SMS delivery notifications, with high opt-in rates.

Narvar also offers customer care via chatbot, Facebook Messenger or voice assistant.

Nicki Capstick, head of marketing at PrettyLittleThing, said: “We’re at the cutting edge of fast fashion, but a sub-optimal post-purchase experience was disrupting our otherwise seamless customer journey.

“Making sure our customers stay engaged after they have bought is fundamental to increasing their lifetime value,” he added.

Yesterday, Boohoo upped its revenue outlook on the back of sub-brand PrettyLittleThing's performance.

While Boohoo brand sales increased 15 per cent to £163.5 million during the final four months, PrettyLittleThing saw a 95 per cent rise in sales to £144.2 million.


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