The Iconic: becoming customer-focused transformed the business

The Iconic's mission is to liberate the customer

118316
118316

Becoming a more customer-focused organisation has been one of the best things to ever happen to The Iconic, said COO of the online fashion retailer, Anna Lee.

Speaking at the Online Retailer conference in Sydney, Lee said "liberating the customer" has been critical to The Iconic’s successful transition from a start-up e-commerce online retailer to an organisation focused on technology, fashion and innovation.

“Our mission is customer liberation. This is understanding the customer’s emotional journey when they buy apparel – it’s not just buying clothes, it’s an expression of the individual,” Lee said.

“When someone buys something, there’s an emotional attachment. It’s not just transactional, so understanding what the emotional journey is for the customer has been critical for us.”

Of course, along with this is ensuring the customer’s online experience is excellent and, as Lee explained, The Iconic developed its own website technology to ensure this.

“Our key touchpoint is online, it’s important that can’t be underestimated,” she said.

“There is nothing worse than a clunky site. We don’t have a physical presence. The way we interact with customers is purely based on the trust we provide to them. We don’t underestimate when and how our product arrives, as it’s a critical part of honouring our promise to our customers.”

At only seven years old, The Iconic has grown 50 per cent year-on-year over the last few years, and last year moved to a bigger dispatch warehouse in Yennora.

This move saw them grow from 12,000 square metres of space to 20,000 square metres, housing around 2 million items. Next year, the business will also move into the neighbouring space, adding another 40 per cent.

Even more impressive is the fulfilment centre runs on a 99.8 per cent on time dispatch.

“We only allow a 0.2 per cent tolerance of late delivery. We work closely with our delivery partners to identify issues and help work to a solution with them. We are not just handing it over and hoping something will be delivered on time, it’s a partnership,” Lee said.

The Iconic takes a similar partnership approach with its brands.

“We build relationships with our sellers, and work in a partnership with them. Of course, they can have their challenges. At any time, it’s difficult for us to hold a 99.8 per cent on time dispatch, and it’s expensive. We can’t always expect our sellers will be able to do that, but whenever brands have some challenges, we work with them towards a solution. We have close to 1000 brands on our marketplace, and we don’t want to lose brands our customers’ love, so we're making sure we're working together. It's a challenge.”

As for customer metrics, The Iconic delivers monthly details of Net Promoter Score (NPS) reports to every employee of the company, so everyone knows what the NPS is. The scores usually hover around the high 80s.

“We don’t have the luxury in this retail market of being arrogant players, we just need to focus on our values and ensure the product is there for our customer,” Lee said.

“We do a lot of experiments regarding what our customers need. If you ask the customers what they want, of course, they are going to ask for something that can be quite biased. Our customers range in age from 18-80, and different customers have different needs. We do a lot of testing; we have about 100 data scientists constantly testing and experimenting with different groups of customers about what they actually want.

“We have to balance what they say, versus how they actually behave. It’s dangerous to offer everything a customer wants, because there are commercial realities. And customers are willing to trade-off things depending on their needs.

“We have to remain price competitive, but we offer a different delivery service as well.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in