How LK Bennett elevated their online experience whilst increasing ATV with Harper.
Project Background
LK Bennett tasked Harper with elevating their online experience whilst growing sales.
The Company
LK Bennett is a renowned British luxury fashion. The brand was founded in 1990 and has since become a mainstay of UK high streets with 32 stores across the UK.
Project Background
LK Bennett were looking to grow their online sales whilst bringing their online experience closer to the experience their customers have come to expect from the brand in-store. In May 2022, LK Bennett signed a partnership with Harper to roll out a Concierge Service for their online shoppers.
Results
The service has been a huge success with all partnership objectives and KPIs being met within 6 months of the project launch. The service has delivered a strong uplift in Average Transaction Value and additional services have been rolled out including Inspire Me. The average increase in ATV has been 52% with customers selecting Inspire Me spending an additional £96 on average.
Partnership Results
The Try at Home service achieved LK Bennett’s objectives of elevating their customer experience whilst driving sales.
88 – Service Net Promoter Score
Harper’s Try at Home service has been received extremely well by LK Bennett’s online customers and has received a “world class” Net Promoter Score of 88. The Try at Home service has enhanced LK Bennett’s online proposition and is adding brand value whilst building brand loyalty through offering convenient and personal shopping experiences.
52% – Increase in Average Transaction Value
Harper’s Try at Home service gives customers the freedom to try-on a selection of styles and sizes without upfront payment or dealing with the hassle of returns. This combined with the assistance of a brand-trained sales associated has resulted in a significant increase in Average Transaction Values of 52% (post-returns).
Inspire Me
The Inspire Me service has received high engagement, delivering incremental sales and delighting customers.
The Inspire Me option takes a service-driven approach to growing online sales through cross-selling. Customer feedback has been incredibly strong with customers enjoying the surprise and delight nature of the service and the fact it encourages them to try styles they may not have chosen.
- 1 in 5 Customers opt for Inspire Me
- +£96 Incremental sales per order
Stock Impact
Stock is returned twice as fast with a Try at Home service helping to ensure returned items can be sold quickly and in-season.
In The Business of Fashion’s report on the true cost of returns, the highest cost associated with returns is the cost of discounting & liquidation due to returned stock not being able to be resold at full price. This highlights the importance of returns being returned quickly and in resellable condition. A Try at Home service is an effective way of ensuring this since unwanted items are returned within 1 working day of the customer’s appointment versus up to 30 days for standard orders.
- Average return time standard orders = 16.5 days (and up to 30 days)
- Average return time for concierge appointments = 8.5 days
How did the implementation look like
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