e-commerce

ASOS Breaking Up With Paper Email | Brand Experience Project

by Jamie Sanford on February 26, 2020

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I have blogged about ASOS before, where I really loved the content within their product descriptions. I am so happy to be back again to talk about this excellent email that I just received from them.

Let’s take a look.

How cute is this email!?

I also love that this email came into my inbox on the day my latest order is arriving. This adds another level of excellence to this email—forethought! If this messaging had been hidden in the original order confirmation, it is incredibly unlikely that I would have seen it. The subject line for this was “Missing something from your ASOS order?” which is also a strong choice, because I opened it immediately, expecting that they were going to tell me that something had not been shipped. I was pleasantly surprised to find this friendly email with a positive, Earth-friendly update. As a company that uses multiple forms of transportation to move product, I appreciate that reducing their footprint cannot be easy, and any efforts are valuable.

In addition, I know that ASOS has the data on the return rate that comes along with their customer orders. I’m sure there is an expected balance between savings on paper and printer ink and perhaps additional customer service time for any shoppers who struggle with the return process becoming more customer-driven.

All in all, a winning move by ASOS, combined with an impressive communication strategy.

——

The only thing I do take issue with is the math. (If you aren’t interested in nitpicky stuff, you can move on. All of the marketing stuff is over.)

According to the encyclopedia, the biggest measured blue whale came in at approximately 200,000 pounds. (A blue whale is a baleen whale so the image above could represent a blue whale.)

320,000 kg = 705,479 pounds, so I’m guessing that we are talking about a currently-unconfirmed GIANT blue whale?

Please note that the average weight of either an Asian or African elephant fits into the appropriate range for ASOS’ math, so I don’t take issue with not identifying the specific type of elephant.

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I know, anyone who has visited this website before knows that I am no stranger to bringing up my issues with Sephora and their website. Perhaps unsurprisingly, I am back again.

I recently received an email from Sephora, promoting new additions to their Rewards Bazaar, where shoppers can use points they have earned to purchase items.

You see how that says “1,000 available now?” I have been waiting for an opportunity to try out Biossance products, so I clicked this right away.

…only to find out that the product in the email was not actually available. You can see sold-out items in this screenshot, so it seems that they aren’t simply out of stock, but haven’t actually activated this item before sending an email about it to potentially thousands of people.

I reached out to Sephora on Twitter and it went like this:

 

Yikes. This is not the response I would expect, and certainly not one that I would want anyone in my organization to give to a customer experiencing an error on our part.

The first response I received certainly seems either pre-written and automated for any tweets to them mentioning the Rewards Bazaar, or, they have a customer service team trained to use automated responses as often as possible. I understand the interest in maintaining consistent messaging, but a human reading my tweet to them should have realized that I had received an email from Sephora with incorrect information, and responded in a way that made sense.

You can see that at NO POINT was the fact that I received an email promoting something that wasn’t actually available addressed. Not even a “we will let our email team know about this issue” message.

Sephora is a really large company, presumably with a large customer service team to match. I would recommend that they develop a system to sort and perhaps elevate customer messages based on the content of said message.

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I am a new homeowner, and planning to move into said house comes along with a LOT of shopping. It sounds fun, and mostly is, but I have seen some unfortunate e-commerce shopping experiences. One of them is a quick one that I saw recently on AllModern.com.

Look at this beautiful area rug! I am into it, and I just had some hardwood floors refinished so I need to find a beautiful way to protect them a bit. However, then I clicked “select rug size” and saw this menu:

There are no sizes. There are no sizes on the size menu!

This appears to be an issue on the site in general, because this rug’s page also has the same problem.

I can’t imagine I am the first person to run into this issue! I truly love that rug and would like to purchase it, but I do need to know more about the size options. Luckily, it should be a fairly quick fix for AllModern.com to implement.

*UPDATE*

Within one day of sharing this blog post with AllModern.com on Twitter, they have fixed this issue on their website! I love how responsive they were.

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Universal Standard is a brand that I do like, but don’t LOVE. I appreciate their mission to dress all bodies in size 0-40, because that isn’t happening enough, but I do wish that there were more items available and that they had a bit more variety in style.

A further exploration of that is for another time. For now, I wanted to briefly explore the size dropdown menu on Universal Standard product pages.

Here is a typical product page. This time for these cute Sava jeans.

On the right are the typical buttons, for selecting your size and then to add the item to your cart.

Here’s where I get confused. How is this the choice that they have made regarding the size dropdown? With so many sizes available, why has no effort been made to abbreviate the effort to find a larger size? There is clearly plenty of space to create columns in order to avoid this.

I was especially surprised to see this clunky presentation of size choices when I saw this “quick shop” feature on a page with a number of products:

This DEFINITELY needs to be replicated on the individual product page. It’s much cleaner and more concise than the incredibly long, space-wasting dropdown that is currently on the website.

Let me know how you would improve this dropdown on Twitter or in the comments below.

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Origins Tax Day Email | Brand Experience Project

by Jamie Sanford on April 17, 2018

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Short one today, because I had to share this email from Origins that made me chuckle.

It’s Tax Day, and the subject line of this email is “Tax Day Is Here! Have You Checked Your Balances?” The email is a big promotional piece on their Checks & Balances face wash. This is so cute and smart and I am all for anything that takes a boring/slightly negative thing and turn it into an opportunity to tie it in with a product promotion. (Please see this blog post about what not to do with sad things like celebrity deaths.)

Good job, Origins!

 

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