We are listening to customers. Development of the “Shirt to order” service (continued)

A year ago I wrote about the service “Shirt to order” . On his example, I observe the process of developing a startup in the service sector. The case is very interesting: “where to move, what problems arise, what opportunities to implement, where to draw inspiration.” I get information directly from the management of the company, as these people are long-time clients of our studio.
So, I'll start with the changes.

What has been done for the year

New website and constructor design

The site became brighter, got beautiful photos. Several sections were added: recommendations, photos, forum, in connection with which the number of site views per user increased from 2-3 to 7-8.
After changing the design of the designer himself , technical support received a lot of positive feedback from customers. The main change in the designer was that the shirt that you design is always visible.

Female Designer Upgrade

I got more customization options, many decoration options.
After these improvements, the number of women's orders doubled! This shows the importance of continually improving the service itself .

Fabric selection by item

You can make a collar or cuffs from another fabric, both inside and out. It looks very stylish. In the photo gallery I found an image of an entire KVN team that was wearing such shirts.
Now you can create such beauty:


KVN Team

Tie Designer

This is an example of project experimentation. I did not find anything like this on the net, although the executives said that there is somewhere. Nevertheless, since the launch, more than 200 ties have been made to order.

Finished shirts

Now some models can be bought immediately without resorting to the help of a designer.

Delivery abroad

The main scourge here is delivery. Residents of the United States, for example, are not used to waiting for a package for a month, or even more. Interestingly, one of the orders came from St. Mauritius Island.

Enter payment by electronic money

From the very beginning, there were a lot of requests, including from Habr, to make payment for WebMoney and Yandex.Money, now we have introduced this opportunity, which I will write below.

Other changes

- Ready-made skirts and custom-made skirts
- Loyalty programs for new customers
- English version of the site
- Accumulative system (a certain amount is added to the account for each item purchased)

As you can see, a lot has been done and most of the innovations have been made based on customer requests .

The project management does everything so that clients feel caring. For such a service, there is nothing more important than customer loyalty. At the moment, more than half of customers are re-applying .

How to hear customers?

• Excellent support
  Starting from the first day, the free number is 8-800, on which you will be consulted on any issue.
  Email Inquiries mail is also handled very quickly.
• Feedback section
  A very good tool. People most often ask their questions and wishes there (http://rubashka-na-zakaz.ru/male/ru/feedbacks). Answers from project representatives are not long in coming. Bad comments are not deleted. This again allows you to increase customer loyalty.
  Newsletters.
• Mailing list
  Very good, even unexpected, mailing list brought results. The user base of the project has accumulated more people who ordered either only a test shirt or only a booklet. A special mailing list of 2 letters was formed for them. 30% of respondents (!!!) wrote a response explaining the reasons why they did not order. This provided excellent food for thought.
• Forum The
  forum was launched recently, but it’s already quite lively and people really discuss pressing issues there.

The company has a whole system for processing customer requests . They are carefully collected from various channels, structured and analyzed. Then a decision is made on implementation.

In working on these tasks, the project encountered an interesting feature:

The opportunity that many customers request will not necessarily be in demand.

For example, women's skirts - was one of the most desirable things on the site, judging by the comments. But for 3 months, a negligible (compared to other goods) number of skirts was sold.

Payment by electronic money, despite the loud cries of many users (including from Habr) about the need for their implementation, over the past month amounted to only 1% of all payments.

Therefore, relying only on the opinions of customers is too reckless.

The power of customization

Recently, services based on customization are increasingly appearing on the Internet. From the point of view of production - it is quite difficult, but from the point of view of the buyer - it is very convenient. You can do exactly what you need.

For example, I already mentioned the poor level of skirt sales. But first they were finished skirts. After the minimum customization tool appeared on the site, the number of orders increased by 2 times.

If you are attentive on the site, you will certainly be surprised (what happened to me) when the end cutting boards appear on the site with shirts (!!!). It turned out that this is not insanity, but a look ahead. The project organizers liked the idea of ​​customization so much that now they are looking for new niches in this area. Boards can be customized according to 7 parameters (size, shape, pattern, material, etc.) By the way, more than 30 pieces have already been sold. Naturally, then a separate site for the boards will be made and everything will fall into place.

Finally

Communicating with people like the leaders of this project, I draw inspiration and a lot of information to improve my projects. I hope you also find something useful for yourself.

Listen to customers and try new things. Good luck to you.

PS: while I was writing the article, the studio sewed the 10,000th shirt (judging by the news on the site).