Nike and Nespresso are leading the pack, according to a Practicology research survey of 100 brands selling direct-to-consumer online.
The research shows how brands are becoming more adept at selling to end consumers, competing against both omnichannel retailers and marketplaces. The sites that were found to be the highest performing in terms of customer appeal, all included an element of offering customers something exclusive and personalised in their product set. Value-added services also pushed up the scores of brand websites, such as subscriptions or auto-replenishment, and editorial-style content positioning themselves and thought leaders in their product category.
Nike and Nespresso came first, whilst the majority of the top 15 places were footwear and skincare brands including Adidas and Asics.
72% of the 100 brands combine their brand site and e-commerce site, rather than combining a transactional with a non-transactional site that can be difficult for consumers to navigate between
59% have good quality product ratings and reviews on their site
17% allow customers to by personalised products, such as, Nike’s Nike By You tool and Jo Malone’s engraving service
[Nike's Nike By You Tool]
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