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USING THE OUTNET INSIDERS TO IMPROVE
CUSTOMER CLOSESNESS
MEET THE OUTNET.COM
THE OUTNET BY NUMBERS
2M UNIQUE VISITORS A MONTH
30 ORDERS PLACED EACH MINUTE AT PEAK PERIODS
UPDATED CONTENT EVERYDAY PLUS
NEW DELIVERIES
EACH MONDAY TUESDAY AND THURSDAY
#1 BEST SELLING CATEGORY IS DRESSES
OPEN TO EVERYONE 24/7, 365 DAYS A YEAR
250+ DESIGNER LABELS
SHIPPING TO 170 COUNTRIES
DIRECTLY BUYS 85% OF STOCK FROM BRANDS
SUCH AS
BALMAIN, CHLOE & ISABEL MARANT
THE OUTNET CUSTOMER
GLOBAL
AND
AFFLUENT
STYLE SAVVY
CAREER
&
FAMILY
FASHION
PART OF HER ‘ME TIME’
&
HER EXPRESSION
LOVES QUALITY
AND UNIQUENESS
OF DESIGNER PIECES
FASHION MUST FIT LIFESTYLE
VERSATILE, PRACTICAL
BUT WITH AN EDGE
UP TO DATE WITH TRENDS
NO PREASSURE TO BUY
LATEST LOOKS
CURRENT BUT INDIVIDUAL
KEEN ONLINE SHOPPER
DISCOUNT
DOESN’T MEAN LESS
EXPECTATIONS
ONLY BEST PRODUCT
& LUXE EXPERIENCE
MEET THE OUTNET INSIDERS
2 ½ YEARS OLD
NEARLY 5000 MEMBERS
MIRROR
OF THE
CUSTOMER BASE
INFLUENCE THE OUTNET
RESOURCE
FOR
ALL TEAMS
UNDERSTAND
CUSTOMER & MARKET
HOW IT ALL STARTED
THE BEGINNINGS
80%
58%
REGULARLY USE
QUICKVIEW
FEATURE WHEN
SHOPPING
ONLINE
WANT TO SEE
MORE CITY
TRENDS IN
EDITORIAL
73%
63%
WOULD LIKE
THE APP TO
ALERT THEM
ABOUT
PROMOTIONS
ARE LOOKING
FOR THE
PERFECT SHIRT
DRESS THIS
SUMMER
7
THE VALUE OF QUALITATIVE INSIGHT
“MOST TRENDS
VERY BECOMING
ON AN EXECUTIVE OR HAVE NOTHING TO
DO WITH THE WAY I LIVE IN THE CITY.
I LOVE INVESTEMENT PIECES THAT ARE BOTH
SUBTLE AND UNIQUE, AND STAND THE
TEST OF TIME WHILE HAVING A JOLT OF
PERSONALITY.
”
ARE NOT
8
HOW INSIDERS EVOLVED
FOCUS GROUPS
1:1 INTERVIEWS
CONCEPT TESTING
STYLE DIARIES
EVENTS
TEAM
MEET & GREET
WHAT INSIDERS SAY
“
THE OUTNET INSIDERS ARE NO
ORDINARY GROUP.
I ENJOYGETTING A CHANCE TO SEE UPDATED WEBSITE
FEATURES AND NEW DESIGNERS. WHAT COULD
BE BETTER THAN SHOPPING ON A SITE I
CONTRIBUTED TO?
”
10
WHAT OUR STAKEHOLDERS SAY
“ YOU’RE WORKING ON SOMETHING
WHEN
EACH DAY IT IS QUITE EASY TO LOSE
PERSPECTIVE DESPITE TRYING YOUR HARDEST TO PUT
YOURSELF IN HER SHOES. INSIDERS HELP KEEP
EVERYTHING IN CONTEXT.
”
11
WHO IS SHE REALLY?
12
WHAT HAPPENED NEXT
120
12
WOMEN
CITIES
1000’s
6
OF
SHOES
COUNTRIES
13
HOW WE WORKED WITH OUR INSIDERS
ENGAGED
WITH
THE OUTNET AND RESEARCH
CRM INTEGRATION
DEMOGRAPHICS
VARIED & REPRESENTATIVE
SAMPLE
THE OUTNET CUSTOMER SEGMENTS
THE AFFLUENT CURATOR
THE BUDGET FASHIONISTA
FULL PRICE SHOPPER ON THE CUTTING
EDGE OF DIRECTIONAL FASHION
DESIGNER FASHION LOVER WHO MASTERED
THE ART OF BUYING ON SALE
INFLUENCING THE BUSINESS
THE VIP PROGRAMME
THE APP
WHAT CUSTOMERS SAY ABOUT THE APP
“
I ABSOLUTELY LOVE
YOUR STORE AND SITE. IT IS NOW MY
FAVOURITE. THE SELECTION, QUALITY, PRICE,
SHOPPING AND SERVICE ARE SECOND TO
NONE.
I JUST WANTED TO SAY THAT
”
WHAT’S NEXT FOR THE OUTNET INSIDERS
VIP
RESEARCH PROGRAMME
GROW THE BASE
MORE CLOSENESS
OPPORTUNITIES
COMMUNITY
ENGAGEMENT ACTIVITIES
THANK YOU!
ANY QUESTIONS?