Apparel & Fashion: The Difference Between Good Enough and Great CX in 2023


Simplr’s 2023 State of Apparel and Fashion Online CX report reveals how today’s leading apparel and fashion brands are engaging (or neglecting) customers during one of their busiest seasons of the year.

Despite record-setting consumer spending during Black Friday, many of today’s leading apparel and fashion brands left quite a bit of money on the table. We believe that ineffective customer experience channels are to blame.

Simplr set out to find out whether or not apparel and fashion brands are using their digital channels at their fullest potential in order to drive more conversions. In the process, we uncovered some exceptional performers as well as opportunities to improve chatbot, live chat, and email experiences so these brands can be sure to hit a home run during the next big shopping rush.

Where are apparel and fashion retailers falling short (or going the extra mile) with online customer service?

We identified one particular “problem area” and one area of opportunity for these retailers to consider when evaluating ways to optimize the customer experience:

  • Problem area: live chat availability  
  • Opportunity: chat and email response times – speed matters and there’s plenty of room for improvement across both channels 

Live Chat Availability: Who flipped the switch on Black Friday? 

Based on two separate analyses, we found that over 17% of apparel and fashion brands turned live chat OFF during Black Friday. For many businesses, deploying live chat during Black Friday can be a tall order: short-staff it and you run the risk of customer neglect. Turn it off, and you miss a sizable revenue opportunity. Download the full report to see how some brands in this study were able to keep their live chat ON and still generate high CSAT scores. 

Some apparel and fashion brands felt the need… the need for speed

Quick response times were a leading indicator of customer satisfaction. Brands that were within 12 hours for email responses, for example, had higher CSAT scores than brands that responded later.

See which brands stepped it up this holiday season and felt the need… the need for speed!

Outfit your customers’ needs with exceptional online experiences

Every touchpoint throughout the buying process is an opportunity to build customer loyalty and maximize revenue. For today’s fashionistas, this means having easy access to information, fast response times, and quick resolutions, whether they’re trying to return a pair of jeans, discover the latest and greatest trends, or track a recent order. Check out the full report to better understand why apparel and fashion brands need to eradicate customer neglect once and for all—and how to do it!