Digitroll. E-handel. Kvinne som hopper

Derfor bør kunder dele kroppsform i din nettbutikk

Karoline Vogt Hannestad studerer på tredje året på Markedsføringsledelse på Handelshøyskolen BI, i Bergen.

Nettkunder flytter prøverommet til sitt eget hjem. Dette resulterer i en miljøbelastende økning av returer. Norske nettbutikker bør lære av spansk klesgigant og la kundenes kroppsform «deles med andre» . Og mens du er i det nysgjerrige hjørnet: Sjekk ut virtuelle prøverom for å bli bedre på å levere de rette klærne på første forsøk.

Av: Karoline Vogt Hannestad, (BI-student og medlem av Digitrolls fagråd)

Hvordan klesplagget ser ut på en digital versjon av din kropp i nettbutikken, er en av løsningene for å få ned retur. Men det handler mest om godt og informativt innhold på din nettbutikk – slik går returen ned.

Jeg tror ikke virtuelle prøverom blir en realitet her i Norge i morgen, i neste uke eller i løpet av året – men det kommer. Teknologien er der, det handler om å få prisene ned slik at slike prøverom blir lønnsomme og brukervennlige også for norske nettbutikker.

Men for de fleste nettbutikker handler det egentlig om å bli flinkere til å ta kundens kropp på alvor. For den kommer i tusenvis av varianter, som vi alle vet. Og hvorfor ikke gjøre som spanjolene? La nettkundene hjelpe hverandre i nettbutikken?

Automatisk størrelsesanbefaling

Den spanske motekjeden Zara har tatt i bruk en løsning hvor jeg kan registrere høyde, vekt og min preferanse og passform på plaggene jeg kjøper, på Zaras nettside. Ved å lagre disse opplysningene, kan jeg automatisk se prosentandelen på hvor mange kunder som har kjøpt varen i samme størrelse, og ikke har returnert. 

Med en automatisk størrelsesanbefaling fra nettbutikken, slipper jeg som kunde å dra frem målebåndet uavhengig hvor jeg befinner meg, og det vil dermed være en større sjanse for at klesplagget sitter slik jeg har sett for meg.

I tillegg til produktinformasjonen, har de gjort det mulig for meg som kunde å etterlate produktanmeldelser og bilder av varen jeg har mottatt. I anmeldelsene av klesplagget skriver ofte brukerne hva deres kroppsmål er, og hvordan de opplever passformen for det respektive plagget. 

Dette er smart. Andre kunder får hjelp, og butikken får ofte mer blest og informasjon om sine produkter ut til nye kunder. Og det uten at det koster dem en krone i markedsføring.

Fordi at andre Zara-kunder inndirekte har hjulpet meg ved å dele sin kroppsform – og dermed nettbutikken til økt salg og færre returer.

Detaljert størrelsesguide og produktanmeldelser 

Nettbutikkene kan også innføre detaljerte størrelsesguider hvor eksakte mål på produktet og modellen blir oppgitt. Selv om mange nettbutikker allerede praktiserer dette, er det fortsatt forbedringspotensial hos de fleste.

Norske nettbutikker har mye å lære av de internasjonale nettbutikkene som blant annet Amazon og Ali Express. Ikke alt kan kopieres – selvsagt. Men sjekk dem ut for inspirasjon. De er rågode på innhold, for eksempel.

Ved å ha en mer spesifikk beskrivelse av produktet, vil kunden også føle seg tryggere på avgjørelsen, noe som kan redusere muligheten for returnerer.

For det er ikke alltid like lett å måle seg selv hele tiden.

Fordi:

* Statistikken viser at 43 prosent av netthandelen blir gjennomført mens kunden er i sengen.

* 23 prosent handler mens de er på kontoret.

* 20 prosent fra badet eller i bilen.

Les også: Undersøkelse viser at klesshoppere vil ha virtuelle prøverom

Ifølge invespcro.com blir minst 30 prosent av alle bestilte produkter gjennom nettbutikker returnert. Norske undersøkelser viser at de største nettbutikkene ofte har en returandel på opp mot 50 prosent.

Problemet med høy returandel er et internasjonalt problem.

Få med deg podcasten: Slik blir du kvitt returspøkelset

Som kunde er jeg ofte usikker når det kommer til valg av størrelser på nett. Å returnere en vare er gjerne kostnadsfritt, jeg bestiller derfor gjerne samme klesplagg i forskjellige størrelser i samme slengen. På denne måten kan jeg ved en senere anledning returnere de plaggene som ikke passer. 

Nødvendig? Ja. Jeg må ha klær som passer. Men tungvint? Klart det. Det tar tid og ikke er det miljøvennlig heller. I noen tilfeller må jeg også betale returen, om jeg er uheldig.

Tenk om du skulle betale for de klærne som ikke passet i det fysiske prøverommet i butikken? Det er jo bortkastede penger.

Ut ifra tidligere erfaringer stoler jeg som regel ikke på at en størrelse «small» er en «small», ettersom plagget ofte har vist seg å være for stor eller for liten i størrelsen.

Dette er en global utfordring som klesbutikker som selger varer på nett ønsker en løsning på. Men det går litt tregt, synes jeg.

Les også denne bloggen: Følelser som veksles inn i penger

For å redusere disse unødvendige returene, kan nettbutikkene blant annet gjøre følgende endringer:

Virtuelle prøverom

På et mer avansert nivå, kan AR (augmented reality) være en gyllen mulighet for kunden å se produktet visuelt på seg selv før eventuelt kjøp. Denne teknologien går ut på å kombinere datagenererte bilder med bilder fra virkeligheten.

Se også: Ecommerce Statistics for 2020 – Chatbots, Voice, Omni-Channel Marketing

Virtuelle prøverom er fremdeles dyrt for norske nettbutikker. Og disse prøverommene har man snakket om og forsket på i ti år allerede. Et alternativ kan være, for de som har fysisk butikk og nettbutikk – og bli scannet i den fysiske butikken når man prøver klær. Resultatene fra scanningen kan man bruke i nettbutikken.

Les mer om AR i Dagens Næringsliv:

På denne måten kan jeg som kunde flytte prøverommet inn i min egen stue og se hvordan klesplagget ser ut på en digital versjon av egen kropp. 

Se til de store

Selv om dette er et mer avansert eksempel på kundeopplevelse så finnes det allerede nettbutikker som tester/bruker dette. Tjenesten «PicToFit» har allerede en fungerende løsning (http://www.pictofit.com) og Amazon tok patent på en lignende teknologi i 2018. Ved å legge inn bilder av meg selv, kan jeg teste ut ulike plagg fra kjente merker som blant annet H&M, Zalando og Asos.

Med en slik løsning vil jeg ikke lenger trenge å bestille flere klær i samme størrelse for å så returnere dem som ikke passer.

Alle vil ha færrest mulig retur; bransjen som taper penger på returen – men ikke minst vi netthandlere som vil ha en enkel og effektiv handel på nett – uten at det skal være ren bingo om vi får de rette størrelsen «small» når klærne kommer hjem til oss i posten.

Se også videoen fra Digitroll: Slik får du bedre innhold på din nettside:

——————————————————————————————————————–
Om forfatter: Mitt navn er Karoline Vogt Hannestad og jeg studerer tredje året på markedsføringsledelse på Handelshøyskolen BI. 

Jeg er også en del av Digitrolls faglige råd.

Grunnen til at jeg valgte å skrive om retur, er fordi dette er et stort problem som også gir store konsekvenser utad. Dette påvirker både miljøet og bedriftenes kostnader forbundet med retur. Derfor vil jeg se nærmere på hva som kan gjøres for å unngå/minske antall returer. 

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