Australian pureplay retailer The Iconic goes the extra mile and wins an extra happy customer in Miss Terry Shopper.
I received my print catalogue in the mail last week after signing up through the brand’s website, it was full of colourful, on-trend new season pieces, accompanied by engaging style guides and fashion editorial content.
A $15 voucher came with the catalogue, and was a nice enticement to begin my shopping adventure. So I headed to The Iconic online store on Saturday afternoon, armed and ready to check out a floral shirt I’d had my eye on from the catalogue.
The website was enticing from the get-go, complete with creative imagery, familiar navigation layout, and loads of content with which to engage visitors. I went straight to the product I was looking for using the simple navigation path. The product page had a variety of images from all angles so I was given a more concise view of the product. There was also a zoom feature to see the product details.
A lengthy product description provided information on the product’s features and benefits, and certainly aided me in my purchase decision as I found out that the shirt had features like pleated detail, 3/4 sleeves and a curved hemline. There were also extra elements like material composition and care instructions, as well as customer reviews, social media sharing options and free delivery information.
After analysing all of this information, I couldn’t resist, and added the item to my online shopping cart. Overall, this was a seamless path-to-purchase with a four page checkout process, and I had the option of being a guest customer which I liked.
After the checkout was complete, I received an email that included everything that I needed to know about my order – order number, shipping details and customer service information.
I was amazed to receive my order by express post on Tuesday morning so I was still able to sign for my parcel before leaving for work. The product was exactly what I wanted but what pleased me even more was the Snap & Share postcard, an invitation to take photos of myself with my new purchase and share it through The Iconic’s Facebook, Twitter and Instagram networks or the website.
Not only was this a way to get me back to the website but also an engaging way to interact with the brand. There was also the added bonus of winning a $500 wardrobe from The Iconic. While I haven’t yet uploaded a snapshot of myself in my new outfit, I’m a social media advocate so will happily comply at some point. The below screenshot is an example of another customer who has shared his purchase with The Iconic’s Facebook network.
All in all, I really feel that The Iconic has lived up to what the retailer has become well known for – creating an online shopping experience that centres on great customer service and seamless and convenient online shopping experiences. The Iconic took out the Best New Online Retailer award at this year’s ORIAs and was also a finalist in the Best Pureplay Online Retailer, Best Customer Experience and Best Online Retail Marketing Initiative categories.