Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Prime Wardrobe may change how we all buy clothes

Blog
7th July 2017

It feels like ancient history now, but back long ago (the nineties) there was an online fashion retailer called Boo.com. Boo crashed and burned in one of the most spectacular disasters of the original dot com boom – spending hundreds of millions of dollars in 18 months trying to create the ideal online shopping experience.

Boo was never going to work. They were too far ahead of the way that customers experience in fashion retail. Nobody had a smart phone, then, nobody could shop using a mobile device, and very few people had broadband. Most of us were still using modems, so imagine trying to download a rotating 3D image of a shoe?

You can read the Boo story in a very interesting book called Boo Hoo, but the reason I’m thinking back to this customer experience disaster is that Amazon is about to tear up the rulebook on how people buy clothes.

Their new service Amazon Prime Wardrobe allows customers to order any clothes, keep them for a week to try them on, and then return any items they don’t want completely free. Regular retailers already struggling to implement complex omni-channel systems will be horrified to hear that Amazon is about to change the rules of retail once again.

Now, I assume that by ‘trying on’ Amazon assumes that the customer will literally just try the clothes, look in a mirror, and send that back if not required, but is it just me who thinks that it could also be possible to order an entirely new wardrobe for a wedding which can all be returned after the party is over?

Seriously though, this initiative could redefine clothes shopping. Busy people find it difficult to spend time shopping in various stores, so Amazon can bring everything together and make it easy to order different sizes to see which fits best.

I think the supply chain logistics will be formidable. Handling parcels do have a real cost even if the customer is not being openly charged for delivery. It’s no surprise that many analysts believe that Amazon will drop parcel companies like UPS and will just create their own parcel delivery company. It would tie the supply chain more tightly to the company, but could that really be ramped up quickly enough on a global basis?

It’s also interesting to see how these innovations are also reinforcing the Prime loyalty system. When Prime was originally launched it was just an unlimited package fee – you pay a fixed price per month to get free delivery from Amazon. Now it’s possibly the most successful customer loyalty scheme anywhere in the world and with new services being applied only to Prime customers, it is only likely to grow further.

With services like Prime Wardrobe those old days of Boo.com feel very long ago indeed. What do you think about the ideas Amazon is presenting for fashion retail and how it changes the customer experience? Leave a comment here or get in touch directly via LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


David Turner
Article by: David Turner

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Reflections on partnership models

I’m really looking forward to participating in the CCA Keynote Debate later today. I’ll be joining peers from across the industry to debate the importance of partnerships in business process outsourcing (BPO) – specifically focused on Customer Experience. As I’ve been preparing for the debate, I’ve been reflecting on the views of various management gurus that I’ve come across during...

News
Webhelp’s market expansion strategies in the contact centre outsourcing market earn it accolades from Frost & Sullivan

Webhelp's keen focus on agile customer experience (CX) solutions has helped it grow across Europe in an intensely competitive market Based on Webhelp’s successful growth strategy across Europe, Frost & Sullivan has recognised the company with the 2018 European Market Leadership Award in...

News
Gobeyond merges with OEE consulting creating a customer experience leader

Webhelp, Europe’s BPO industry leader, accelerates differentiation with new consulting investment KKR backed Webhelp today announces the acquisition of OEE Consulting and its merger with gobeyond to create an industry leading customer experience (CX) transformation services business with...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook