Découvrez les stratégies des marques les plus inspirantes pour exploser votre taux de conversion

A Harvard Business Review study found that 73% of customers prefer to shop across multiple channels, blurring the lines between online and physical experiences.

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A seamless customer experience across all channels is no longer a choice, it's a necessity.  

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The following 10 brands are shining examples of omnichannel retail, delivering memorable shopping experiences for their clients, no matter how they choose to shop.  

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We'll dive into what makes them successful and how they reimagine the retail landscape in 2024! 

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1. Sephora

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Sephora seamlessly integrates its physical and digital experiences. 

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In-store shoppers can scan products for reviews and tutorials using the Sephora app, while online shoppers can book consultations with beauty advisors.

Sephora continues to innovate with its Virtual Artist tool, which allows users to try on makeup virtually using augmented reality.

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From AR makeup trials to interactive workshops, they use tech to make your beauty journey fun and engaging.

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^{Why it works
‍Sephora seamlessly blends online and in-store experiences with tutorials, consultations, and virtual makeup trials, catering to tech-savvy customers.}

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2. Nike 

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Nike is a leader in omnichannel retail, offering a personalised shopping experience across all its channels. Their omnichannel strategy seamlessly blends innovation with data. 

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The Nike app offers more than loyalty points. It also allows customers to reserve in-store items, track orders, and access exclusive member benefits. 

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It learns your preferences and curates a newsfeed with relevant product launches, training tips, and early access. 

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NikePlus members are three times more valuable than anonymous buyers.

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The app serves as the gateway to a whole ecosystem of Nike apps, keeping you running, training, and collecting with Nike+ Run Club, Nike+ Training Club, and Nike+ SNKRS.

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Nike's physical stores are transforming into interactive playgrounds.

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Imagine "Trial Zones" with basketball courts that collect data on your game. 

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These often cater to local communities, with basketball courts in New York City and soccer training areas in Los Angeles.

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Paired with your NikePlus profile, this personalised in-store recommendations and future product development.

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Nike prioritises its stores for exclusive releases but strategically utilises platforms like Amazon to reach a wider audience.

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^{Why it works 
Nike's secret sauce? Personalisation at every step with a data-driven app offering exclusive content and targeted recommendations. It creates a seamless experience across all channels, from their app to physical stores.}

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3. Warby Parker

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Warby Parker is a leading online eyewear retailer that has expanded into physical stores.  

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Warby Parker burst onto the scene with a bold mission: to shake up the traditional, expensive world of eyeglasses. 

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They recognised that some customers crave physical touch and the ability to try on frames before they buy.

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Enter their innovative "Home Try-On" program—a seamless solution that allows customers to test-drive different styles in the comfort of their own homes.

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This dedication to a smooth customer journey didn't stop there. 

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Warby Parker strategically transitioned to a true omnichannel experience, opening inviting brick-and-mortar stores with friendly and certified opticians. 

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In-person eye exams at their stores make it even easier to get the perfect prescription and find the ideal frame that complements your style.

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Warby Parker's commitment extends beyond its customers. 

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Their impactful "Buy a Pair, Give a Pair" program ensures that with every purchase, someone in need also receives a pair of glasses. 

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This social good initiative resonates deeply with customers who value giving back.

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^{Why it works
‍Warby Parker bridges the online and offline worlds with their "Home Try-On" program and inviting stores with expert opticians. Their impactful social good program resonates with customers who value giving back.}

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4. Patagonia 

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Patagonia is a sustainable outdoor apparel company that excels at omnichannel retail. 

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They offer free product repairs, a robust online marketplace for used gear, and in-store workshops on outdoor skills. 

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Patagonia seamlessly integrates its physical and digital experiences. 

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Imagine browsing their website – detailed descriptions, user reviews, and high-quality photos empower informed decisions. 

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Real-time inventory lets you check store stock, and the website seamlessly integrates a store locator to guide you to the nearest Patagonia with the specific gear you seek.

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Step inside a Patagonia store, and you'll be greeted by a vibrant atmosphere. Exposed wood and stone create a welcoming vibe, mirroring the beauty of nature. 

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A knowledgeable and outdoors enthusiast staff is eager to welcome and recommend products to shoppers.

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You can even recycle old clothes in-store, reducing waste for a more sustainable future!

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^{Why it works
Patagonia empowers online shoppers with detailed info and in-store customers with knowledgeable staff. Their commitment to sustainability shines through all channels, building brand loyalty.}

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5. Apple

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Apple is a pioneer in omnichannel retail, offering a seamless experience across its stores, website, and mobile app.

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Gone are the days when "Apple Store" meant a place just to buy an iPhone. 

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The company has even removed "Store" from its names, a subtle shift emphasising its focus on experience. 

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Staff, expertly trained in the "APPLE" approach (Approach, Probe, Present, Listen, End), ensure every customer feels seen and understood.  

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Do you need help with your camera? Creative Pros are on hand to unlock the potential of your iPhone. 

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Are you struggling with a software issue? The Genius Grove (the evolution of the Genius Bar) awaits, staffed with experts ready to troubleshoot.

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However, Apple's vision extends beyond individual interactions. These stores are community cornerstones. 

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Boardrooms host budding entrepreneurs, while "Hour of Code" workshops ignite young minds with the thrill of programming. 

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"Teacher Tuesdays" empower educators to integrate technology seamlessly into classrooms.

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Their online store reflects the same philosophy as their welcoming brick-and-mortar stores.

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Apple bridges the gap by offering "Shop with a Specialist over Video." Also, clicking the "Apple Specialist" module instantly connects you with a chat for expert advice.

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"Today at Apple at Home" classes bring the energy and expertise of Creative Pros directly to your living room. 

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^{Why it works 
Building relationships is key for Apple. Expert staff, engaging events, and consultations foster community while seamless online and in-store experiences with real-time inventory remove buying hurdles.}

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6. Jonak 

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Jonak is a French shoe retailer that has a solid omnichannel presence. 

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They offer online tutorials on shoe care, a loyalty program accessible through their app, and the ability to book appointments for personalised styling sessions in-store.

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Jonak, a French shoe brand, has grown significantly through its successful omnichannel retail strategy. 

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Jonak has continuously adapted to changing customer preferences. They started from a single Parisian boutique and are now a global brand with over 90 points of sale.

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They've embraced online retail with a user-friendly website and strong social media presence.

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They've created a cohesive experience across online and physical touchpoints.  In-store stylists use tablets to assist customers, and digital kiosks showcase the latest collections. 

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Their website offers a blog and lookbook for easy browsing and product discovery.

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Jonak has been an early adopter of digital tools. They launched their e-commerce website in 2013; in 2023, nearly 50% of their sales now come from online channels.

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Despite the digital focus, Jonak prioritises the in-store experience. Their boutiques resemble Parisian flats, creating a welcoming atmosphere.  

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They leverage direct communication channels like WhatsApp to connect with customers.

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Jonak's omnichannel strategy caters to the modern consumer who seamlessly switches between online and physical touch points throughout their shopping journey. 

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This successful blend of digital innovation and a focus on the physical in-store experience has positioned Jonak as a leader in the footwear market.

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^{Why it works
Jonak creates a loyal following with engaging lookbooks and bookable personalised styling sessions. Their user-friendly website, digital kiosks and tech-equipped stores make shopping a breeze.}

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7. Fenty Beauty

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Rihanna's Fenty Beauty didn’t just slay the beauty game with its inclusive shades.

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She’s also mastered omnichannel retail by partnering with beauty giants like Sephora and Ulta Beauty. 

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This expands their reach, puts products in familiar, trusted spaces for their target audience, and lets customers experiment with "Fenty Snackz", their kit, or similar trial sizes before committing. 

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By integrating with these retailers' loyalty programs, Fenty Beauty incentivises repeat purchases! 

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Their website offers shade-matching tools and engaging content, while stores provide welcoming beauty bars with diverse staff and interactive displays. 

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^{Why it works
Fenty Beauty expands its reach and allows product experimentation through partnerships with beauty giants. Their website offers shade-matching tools, while stores provide a welcoming experience with diverse staff.}

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8. Uniqlo

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Uniqlo is a Japanese clothing retailer that offers a variety of basic and functional clothing items.  

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Their online and physical stores follow the same principle: a clean layout and user-friendly interface feel as organised and calming as their actual stores.

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Uniqlo also takes the frustration out of stock, offering real-time inventory online and in-store. No more heartbreak over a missing article; you'll know exactly what's waiting for you.

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But Uniqlo understands the desire to see clothes before you buy. That's why they offer "Click-and-Collect," letting you reserve items online and pick them up at a nearby store. 

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It's the perfect blend of online browsing convenience and the satisfaction of holding your new LifeWear pieces before they become wardrobe staples. 

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Uniqlo even sweetens the deal with its mobile app, which features barcode scanning for product details on the go, store locators, and exclusive app-only promotions.

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By seamlessly connecting their online and in-store experiences, Uniqlo caters to the modern shopper who might browse online for inspiration and then head to a store, or vice versa. 

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This integrated approach ensures a smooth and convenient shopping journey, no matter where you decide to make that final purchase.

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^{Why it works
‍Uniqlo offers a stress-free online experience with real-time inventory and a "Click-and-Collect" option. Their mobile app with barcode scanning and store locators caters to the modern shopper.}

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9. Gymshark

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Gymshark is a fitness apparel brand that has a large social media following. 

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They started as a direct-to-consumer online retailer, experiencing explosive growth for a decade. 

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They've taken a bold step into the physical world with their impressive London flagship store, which opened in 2022. 

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This innovative space isn't just about selling clothes, it's about creating a vibrant Gymshark community hub.

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The flagship store is a testament to Gymshark's commitment to omnichannel retail.

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You can find adjustable screens and mobile point-of-sale systems that create a modern and interactive shopping experience.

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The Hub is a dedicated space where members can record podcasts, host events, and collaborate. This fosters a sense of community and generates digital content that extends the store's reach beyond its walls.

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The Sweat Room is an on-site fitness studio allowing customers to test and experience Gymshark apparel.

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By seamlessly integrating their online and in-store experiences, Gymshark caters to the modern shopper. 

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^{Why it works
Gymshark's impressive London store is the best representation of creating a community hub that matches your brand identity and customer needs. It is packed with interactive experiences and an on-site fitness studio seamlessly integrated with its online presence.}

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10. LazyOaf

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Lazy Oaf is a British clothing brand known for its quirky and colourful designs.  

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Lazy Oaf goes beyond just selling clothes online. They've mastered the art of creating a cohesive and playful shopping experience across all physical and digital touchpoints. 

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Their London flagship isn't just a store, it features art installations and live music events that embody the brand's spirit. 

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It becomes an immersive brand experience, fostering community and loyalty.

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It stopped selling at retailers and focused on selling only on its website and flagship store. 

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Features like in-store availability checks via the app and pickup/return options bridge the online and offline experience.

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^{Why it works
Lazy Oaf's London flagship is an immersive brand experience with art installations and live music carefully curated to match the company's brand identity. Features like in-store availability checks bridge the online and offline experience.}

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As you can see, omnichannel retail is no longer a passing trend, it's the future. 

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These 10 brands are just a glimpse into the innovative ways companies are creating a more connected and satisfying shopping experience. 

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The possibilities seem endless, from Sephora's AR makeup trials to Gymshark's interactive flagship store.

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So, what's next for omnichannel retail? Will virtual reality play a bigger role? How can artificial intelligence further personalise the shopping journey?  

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One thing's for sure: the future of shopping is all about creating a seamless and engaging experience for the customer, no matter where they are or how they choose to shop.

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Did you know London has the highest warehousing costs globally, followed by Hong Kong and Tokyo? 

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Understanding these costs is crucial for optimising your fulfilment strategy and ensuring healthy profit margins. 

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This guide provides a comprehensive breakdown of the key components of warehouse costs. Including: storage, inbound receiving, picking, packing, shipping, and processing returns.

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1. What are warehouse costs?

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Warehouse costs group all the fees associated with warehouse operations to store and fulfil orders. 

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There are two main types of warehousing fees. 

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✔️ Operational costs cover renting the warehouse space, utilities like electricity and heating, property taxes, security, and insurance.
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✔️ Storage costs are the expenses directly related to handling your goods, including:

• Labour: This includes wages for warehouse personnel, forklift operators, and anyone moving and managing your inventory. The average warehouse worker salary in the United Kingdom is £11.74 per hour.
• Inbound receiving: Processing incoming shipments from suppliers, which can be charged per pallet, box, or a flat fee.
• Order fulfilment (pick and pack): Picking items from storage, packing them for shipment, and getting them ready to go out.
• Packaging: The cost of boxes, tape, labels, and other materials needed to pack your products.
• Shipping: The cost of sending your orders to customers depends on weight, dimensions, carriers, and destination.

Overall, warehouse costs can also vary significantly depending on several factors: 

• Location: Warehouses or fulfilment centre in prime locations close to main cities will be more expensive than those in remote areas.
• Warehouse features: Warehouses with temperature control or advanced security may incur higher monthly operating costs.
• The type and size of your goods: Bulkier or heavier items will require more storage space and potentially more complex handling, impacting costs.
• Order volume: Warehouses often offer discounts for higher volumes, so if you fulfil many orders, you might get a better rate per item.
• 3PL vs. In-house fulfilment: Outsourcing to a 3PL (Third-Party Logistics) provider can be cost-effective, especially for complex B2B order fulfilment. 

Let’s dive deeper into the operational costs so you can get a better understanding of how it impacts your bottom line and your order processing. 

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2. Storage: Maximising space utilisation

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^{Warehousing costs soared 8.4% globally since 2021, with London being the priciest at an average of $35 per square foot (including rent, service charges, and taxes).}

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Storage is typically charged per square foot and month and the average basic storage cost in the UK can vary, ranging from around £5 to £9. 

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Beyond the size of the items, the type of storage required also impacts cost.  

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For instance, fragile items require specialised shelving, bubble wrap, or compartments, while high-value goods necessitate secure storage areas. 

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Similarly, temperature-controlled storage for cosmetics and food supplements or products like clothing on hangers requires dedicated space and comes at a premium. 

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Another key factor is inventory levels.

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Seasonal businesses with slow-moving inventory during off-peak periods can see storage costs increase a lot. 

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B2B operations also face pallet storage costs ($10-$20 per month) and potential contractual storage requirements from partners. 

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_{Bigblue Tips
On the Bigblue app, you can easily check your stock levels and long-term inventory so you can adapt your strategy to optimise your costs effectively.
👉 Discover our dashboard}

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2. Inbound receiving: Managing complex orders

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Inbound receiving costs, unlike storage which focuses on space utilisation, are associated with the processing of incoming shipments from your suppliers. 

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The cost is usually per pallet, per box, or a flat fee.

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The key differentiator for costs is based on the shipment complexity or what it is called:  homogeneous versus heterogeneous orders. 

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Inbound receiving becomes more efficient when dealing with homogeneous orders, where the shipment consists of the same items. 

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This allows for streamlined processing and reduced time spent checking, counting, and sorting individual items. 

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Conversely, heterogeneous orders, with a variety of items, require more effort and time from staff, leading to higher inbound receiving costs.

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Some warehouses and fulfilment centres offer additional services during inbound receiving, such as quality checks, relabelling, or even basic assembly for complex products. 

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These add-on services provide valuable benefits but come with additional costs on top of the base inbound receiving fee. 

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_{Bigblue Tips
‍With the Bigblue app, you can easily track all of your inbound shipments. It shows if it is unloading, complete, or has any damaged items. 
Plus, once your stock arrives at our warehouses, it will be processed and placed into stock within 2 to 5 days.
👉 Discover our app} 

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3. Order fulfilment: The pick and pack processes 

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^{In 2024, for reference in the US and Canada: the average price pick & pack price for 1 item for a B2C order is $3.18 and for a B2B order is $4.79.
Source: Warehousing and Fulfillment}

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Pick and pack, a cornerstone of e-commerce fulfilment, refers to the process of selecting items from storage, packaging them for shipment, and preparing the order for dispatch. 

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While it might seem straightforward, understanding the nuances of pick and pack can significantly impact your fulfilment costs and efficiency, especially B2B vs. B2C orders.

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B2B orders often involve picking a higher quantity of similar items. 

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This can be faster than picking a variety of items for B2C orders, potentially leading to lower pick-and-pack costs per unit. 

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However, the complexity of packing B2B orders can be higher.

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B2B shipments frequently contain larger, bulkier items that require more robust packaging materials like sturdy boxes, filming for protection, or even pallets. 

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This can increase packing costs compared to B2C shipments with smaller, more standardised packaging.

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Usually, retailers or marketplaces have specific packing requirements outlined in their contracts. 

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These could involve things like custom packaging or following strict labelling protocols, adding time and potentially cost to the pick-and-pack process.

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Warehouses often charge a base fee per pick, with additional picks incurring extra costs. 

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Including flyers, custom boxes, or silk paper in the packaging can add to your pick-and-pack costs. 

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You should weigh the marketing benefits against the cost increase when making your packaging decisions.

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_{Bigblue Tips
The Bigblue app tracks your orders in real time. See if they're being picked, packed, shipped, or delivered – all in one place.
Plus, identify any fulfilment or delivery issues quickly for a seamless customer experience.
👉 Discover our app}

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4. Packaging: Beyond the box, branding & sustainability

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^{You can expect to pay under $1 for a basic folding carton, corrugated boxes with printing might cost $2-3, and rigid boxes can run $4-5 each.}

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While complex B2B orders with bulky items often require special packaging to ensure safe arrival, packaging has evolved beyond just functionality. 

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It's a branding opportunity – a chance to create a memorable unboxing experience that goes viral. 

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Custom boxes, flyers, and tissue paper can elevate the customer experience and solidify your brand image, but these add-ons come at a cost.

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The growing focus on eco-friendly practices is influencing packaging choices. Recycled materials, plastic-free, or bloc box generally cost more than virgin materials. 

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But here's the good news: some customers appreciate these sustainable options and might be willing to pay a slight premium, potentially offsetting the increased cost for you.

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Optimising packaging size to minimise wasted space can reduce material usage and associated costs. This approach is particularly relevant for B2C orders with smaller products.

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For specific products, especially with recurring orders, exploring reusable packaging options like Hipli can be a long-term cost saver. 

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While the initial investment might be higher, it can significantly benefit your brand. 

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_{Bigblue Tips
We developed and improved our WMS Atlas to select automatically the best-suited box for your product and the number of products in the order.
We streamline packaging so you can cut costs!
👉 Discover Atlas} 

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5. Shipping: Navigating the last-mile delivery

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Shipping costs, the final leg of the e-commerce fulfilment journey, are determined by a complex interplay of factors. 

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Unsurprisingly, heavier and bulkier items cost more to ship. B2B shipments often involve larger quantities and bulkier products, leading to higher per-order shipping costs compared to most B2C shipments.

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The choice of carriers significantly impacts shipping costs. 

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You can have some flexibility in choosing cost-effective options like standard shipping instead of express. 

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You can rely on pickup point delivery or partner with green delivery companies to target your customers' preferences, but keep in mind the associated costs. 

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B2B orders, on the other hand, may be restricted by retailers or marketplace receiving policies that dictate specific carriers.

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_{Bigblue Tips
Bigblue smart carrier offer takes the guesswork out of shipping! They combine the best carriers based on speed, price, and customer satisfaction.
This means faster deliveries, happier customers, and competitive costs for you – all with a single click in the Bigblue app.
👉 Discover our smart carrier offer}

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6. Returns: The hidden cost of customer satisfaction

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^{The average return costs on average $30 for a retailer, that's triple what it was before the online shopping surge during the pandemic.}

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Returns are a double-edged sword in e-commerce. 

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While a good return policy can boost customer confidence and satisfaction, it also comes with a hidden cost that can significantly impact your bottom line. 

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Processing returns involves dedicated staff for tasks like inspecting returned items, logging them into inventory systems, and issuing refunds or replacements. 

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These labour costs quickly add up, especially for fashion brands with high return volumes.

Also, all returned items need a thorough inspection to determine their condition (damaged, resellable, etc.). 

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Returned items need to be stored in designated areas for inspection, processing, and potential restocking.

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Not all returned items are fit for immediate resale. Some might require repairs, cleaning, or relabelling, adding to your overall inventory management costs.

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Severely damaged or unsellable returned items become dead stock, tying up capital and requiring disposal solutions, which incur additional costs.

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Depending on your return policy, you might bear the cost of return shipping for customers. This can be a significant expense, especially for bulky or heavy items.

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_{Bigblue Tips
Streamline your return process with Bigblue! We create and update your returns, you can see them in the Bigblue app, filter by type (customer/carrier), and export them as CSV.
👉 Discover Bigblue return experience} 

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By understanding warehouse costs comprehensively, you've empowered yourself to make informed decisions and optimise your fulfilment strategy for both B2B and B2C orders.

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Remember, factors such as warehouse location, features, inventory management, order volume, and B2B-specific considerations all play a crucial role in determining overall costs. 

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By leveraging this understanding, you can negotiate better rates, make strategic choices to streamline fulfilment, and ultimately achieve healthier profit margins.

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Remember the overpriced glasses market dominated by Luxottica, holding a staggering 80% market share?

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Warby Parker shattered that with a revolutionary Direct-to-Consumer (DTC) model and stylish, affordable frames, reaching $669M in revenue in 2023. 

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But their impact goes deeper. They sparked a wave of inspired copycats, proving the power of their innovative model.

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Let’s discover Warby Parker's journey and winning strategies that redefined the eyewear industry! 

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1. The rise of Warby Parker: The iconic DNVB that disrupted the eyewear market

1.1 From DTC to omnichannel success

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Warby Parker was launched in 2010 by four Wharton School graduates: Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffrey Raider. 

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They identified a critical issue in the eyewear market: high prices driven by monopolistic practices. 

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Recognising an opportunity, they set out to disrupt the industry by offering stylish, affordable glasses directly to consumers. 

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The company's mission is to "offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses."

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Warby Parker's DTC model allowed the company to offer prescription glasses starting at $95, a stark contrast to traditional retail prices without compromising on the quality. 

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It also enabled the company to build a direct relationship with customers through an easy-to-navigate online platform and, later, physical retail locations. 

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^{They now have 265 stores in the US and Canada.} 

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Warby Parker's brick-and-mortar stores offer a unique shopping experience that combines the convenience of online shopping with the personal touch of a physical store. 

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The stores are designed to be welcoming and inviting, with comfortable seating areas and plenty of natural light. 

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Customers can try on glasses, get help from knowledgeable staff, and even have their prescriptions checked for a really affordable price. 

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^{Warby Parker announced a 12% year-over-year increase in net revenue for 2023, reaching $669M! Additionally, they saw a 9.3% increase in average revenue per customer, bringing it to $287.}

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1.2 Fashion meets eyewear 

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Warby Parker redefined glasses as a fashion accessory, not just a medical necessity. 

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The company collaborated with designers to create a wide range of stylish frames, appealing to a broad audience and making eyewear a key part of personal style.

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They use high-grade materials like custom cellulose acetate and lightweight titanium. Each pair of glasses undergoes rigorous testing to ensure durability and comfort.

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The brand's frames span from classic to contemporary designs, catering to various tastes and preferences.  

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It helped shift the perception of glasses from purely functional items to fashion statements, encouraging customers to own multiple pairs to match different outfits and occasions!

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They were able to be featured in fashion magazines like GQ and Vogue and they worked on many collaborations with brands like Theophilio or Noah.  

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The brand is also loved by celebrities like Reese Witherspoon, Emma Chamberlain, Charli D'Amelio, and Michelle Pfeiffer and is often featured on their social media posts. 

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Even Oprah has publicly expressed her love for the brand: “If you haven’t guessed from my Instagram, I’m crazy about Warby Parker.”

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This recognition helped Warby Parker to establish itself as one of the industry leaders. 

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2. Warby’s Parker winning strategies: Customer experience and social mission

2.1 Home Try-On program

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Another key aspect of Warby Parker’s business model is its Home Try-On program. 

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This programme allows customers to try on up to five pairs of glasses at home for free before making a purchase. 

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This has been a game-changer for the industry, as it removes the hassle of going to a physical store and trying on glasses in person. 

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The programme has also helped to increase customer satisfaction and reduce returns.

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Warby Parker's Home Try-On Kit isn't just about trying glasses at home; it's a social shopping experience that boosts purchases by 50%. 

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They encourage you to post your pics with the hashtag #WarbyHomeTryOn to get feedback from friends, family, and even Warby Parker stylists to comment directly on social media. 

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You can even text Warby Parker directly for personalised recommendations from a stylist!

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This innovative approach removes the pressure of choosing alone and leverages the power of social influence and expert advice.

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2.2 Creating a socially conscious brand

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Warby Parker's "Buy a Pair, Give a Pair" program underscored its commitment to social responsibility. 

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For every pair of glasses sold, the company donates another pair to someone in need, fostering brand loyalty and aligning with consumer values.

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They partnered with the non-profit social enterprise VisionSpring, which helps distribute glasses in developing countries. 

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^{They already gave out 15 million pairs of eyeglasses!} 

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This initiative not only addressed a critical need for vision correction in underserved communities but also resonated with socially conscious consumers. 

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The program became a cornerstone of Warby Parker's brand identity, differentiating it from competitors and attracting a loyal customer base that values ethical business practices.

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Warby Parker also engaged with communities through partnerships with non-profit organisations, enhancing its social impact. 

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These efforts included vision care initiatives, free eye exams, and educational programs, further solidifying the brand's reputation as a socially responsible company.

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Every year, they also publicly reveal their Impact report that lists all the actions they made. 

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3. Warby’s Parker impact on retail and e-commerce: Setting new standards

3.1 The ripple effect and the global copycat brands 

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Warby Parker's DTC revolution and focus on customer experience proved a winning formula. Their success paved the way for a wave of inspired brands.

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Warby Parker's model offered several key advantages:

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• DTC pricing: Bypassing traditional retail markups, they delivered stylish glasses at competitive prices.
• Seamless online experience: A user-friendly platform with virtual try-on features made online shopping a breeze.
• Delightful in-store service: Welcoming brick-and-mortar stores offered knowledgeable staff and eye exams.

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While these brands may have drawn inspiration from Warby Parker's core principles, they often target specific market segments or differentiate themselves through unique brand identities.

‍

For instance:

• Based in France, Jimmy Fairly focuses on the European market, with a distinct design aesthetic.
• The Spanish brand Meller combines affordability with trendy designs, specifically targeting a younger demographic through effective social media marketing campaigns.
• Headquartered in the Netherlands, Ace & Tate focuses on high-quality, customisable frames, providing a personalised shopping experience both online and in numerous physical stores across Europe. It also emphasises sustainability and social responsibility within its brand identity.
• Though it initially faced legal challenges for allegedly copying Warby Parker's model, Classic Specs also offers stylish, affordable eyewear directly to consumers.

‍

Overall, Warby Parker's impact goes beyond their own success. 

‍

They democratised access to stylish eyewear and inspired a generation of innovative brands, shaping the future of the industry.

‍

3.2 Warby Parker's ongoing evolution to fight competition

‍

Despite the influx of imitators, Warby Parker continues to innovate and expand its offerings, maintaining its leadership position in the eyewear market.

‍

The company has diversified its product range to include sunglasses, kids' glasses, and contact lenses. 

‍

These additions cater to a broader audience and meet various vision needs, reinforcing Warby Parker's role as a comprehensive eyewear provider.

‍

Warby Parker has also invested in technology to enhance the customer experience. 

‍

Innovations like virtual try-on features, getting prescriptions on their website, and comprehensive eye exams at retail locations make purchasing eyewear convenient and enjoyable! 

‍

“We were finding that 75% of people that buy something in our store have been to our website first. What they really value is convenience so we invested in technology to make the online and offline experience as convenient as possible," said so-founder Dave Gilboa.

‍

‍

Warby Parker's disruptive approach transformed the eyewear industry, proving that affordability, style, and social responsibility can go hand-in-hand. 

‍

Their success story serves as an inspiration for businesses to prioritise both customer experience and social impact. 

‍

As Warby Parker and other innovative brands continue to evolve, it will be fascinating to see how technology and changing consumer preferences shape the future of eyewear. 

‍

Will even more copycats brands emerge, or will established players adapt and innovate to keep pace? 

‍

High website traffic but low conversions? You're not alone.

‍

Countless businesses struggle with leaky conversion funnels that drain leads and revenue.

‍

We've analysed over 100 brands' conversion funnels, and the secret weapon to fixing them is CRO (Conversion Rate Optimisation) tools.

‍

They help you dissect user behaviour, identify conversion roadblocks, and craft a frictionless journey that turns visitors into raving fans.

‍

In this article, we'll explore the best 22 tools to increase your conversion rate in 2024, providing insights into their features and pricing!

‍

‍

1. Delivery & inventory management

^{70% of customers will abandon their cart if the delivery is too expensive.} 

‍

Many e-commerce businesses overlook a crucial conversion killer: slow and expensive delivery or stock out. 

‍

Optimising your shipping and inventory management steamlines your fulfilment and ensures a smooth checkout process, boosting conversions.

‍

1.1 Bigblue

‍

Bigblue is the leading fulfilment company in Europe for e-commerce and omnichannel brands. 

‍

Key features

‍

• Warehousing across Europe (FR, ES, UK) for faster, cheaper deliveries
• User-friendly dashboard for inventory & orders tracking
• Smart carrier selection to optimise shipping costs
• Branded unboxing & dynamic delivery dates for your product page
• Easy returns & integrations with popular platforms (Shopify, Magento, etc.) 
• Sustainable practices

Pricing

‍

Bigblue has scalable plans for businesses of all sizes (500+ to 20,000+ monthly orders) and usage-based pricing for tracking & returns. Get a quote here. 

‍

‍

1.2 Global-e

‍

Global-e helps online stores sell internationally with ease. They handle everything from local payments to regional preferences, boosting conversions in over 200 markets.  

‍

Key features 

‍

• Localised shopper experience with customised messaging, local currencies, and checkout for international customers
• Regulations & tax compliance
• Global fulfilment
• Dashboard & analytics database

Pricing 

‍

It isn’t publicly disclosed on their website.

‍

Expert Tip

‍

Boost conversions by offering instant delivery estimates based on location and stock.  

‍

Multiple delivery options (local partners, click-and-collect) and clear timelines build trust and reduce cart abandonment. It's all about transparency and a smooth shopping experience!

‍

‍

2. A/B testing

‍

A/B testing allows you to compare two or more versions of a webpage element (headline, button, layout, etc.) to see which performs better with your target audience. 

‍

It's a data-driven approach that helps you identify statistically significant improvements to your conversion rate.

‍

2.1 Optimizely

‍

Optimizely offers robust tools for running A/B tests and personalising user experiences.

‍

Key features

‍

• Multivariate testing
• Personalisation
• Real-time analytics
• Advanced targeting and segmentation
• Visual editor for non-technical users

Pricing

‍

You have to request it by contacting them, they have different plans available based on your needs. 

‍

2.2 ABTasty

‍

AB Tasty provides a comprehensive suite of optimisation tools, including AI-powered testing and personalisation.

‍

Key features

‍

• AI-powered optimisation
• Multivariate testing
• Personalisation
• Advanced audience targeting
• Heatmaps and session recording

Pricing

‍

Pricing is not publicly available, and you have to contact their team to receive a quote.

‍

Expert Tip

‍

Don't limit yourself to A/B testing just headlines or buttons. 

‍

Consider testing entire page layouts, product descriptions, and checkout processes to discover hidden conversion opportunities.

‍

‍

3. Heatmap

‍

Heatmaps are visual representations of user behaviour on your website. They use colour gradients to show where visitors click, scroll, and hover. 

‍

Heatmaps provide invaluable insights into user behaviour that traditional analytics can't capture. 

‍

Understanding your visitors' journey can help you optimise your website layout, content placement, and CTAs to increase conversions.

‍

3.1 Hotjar

‍

Hotjar helps you understand user behaviour on your site through various heatmap tools.

‍

Key features

‍

• Heatmaps (click, scroll, move…) 
• Visitors recordings 
• Survey & suggestion box
• Interview with users 
• Dashboard & analytics 

Pricing 

‍

A free forever plan is available until 35 daily sessions. Plans start at $39/month for 100 daily sessions and offer basic heatmaps, recordings, and form analytics. 

‍

It goes up to $213/month for 270k daily sessions and the full product suite. You can also pay extra for user interviews, surveys, and feedback. 

‍

3.2 UXCam 

‍

UXCam is a comprehensive mobile app analytics platform. It provides in-depth insights, heatmaps, and session recordings to help you optimise your app.

‍

Key features

‍

• Tagless auto capture for user interactions, technical info & screen data 
• Powerful SDK & insights.
• Session replays, heatmaps, and user journeys
• Smart events & issue analytics.
• User data protection with built-in features

Pricing

‍

It is free for up to 3000 monthly sessions, and a custom plan is available upon request. 

‍

Expert Tip

‍

Don't just look at the "hot" areas. Cold spots can also be valuable clues. Are there sections of your page that users completely ignore? 

‍

This could indicate a lack of clarity, irrelevant content, or a need for a better visual hierarchy.

‍

‍

4. Email & SMS marketing

‍

Email marketing and SMS marketing allows you to connect with your audience on a personal level, nurture leads, and drive sales through targeted email campaigns. 

‍

You can send newsletters, promotional offers, abandoned cart reminders, and personalised recommendations based on customer behaviour.

‍

4.1 Mailchimp 

‍

Mailchimp is a popular email marketing platform with a freemium model, making it accessible to small businesses.

‍

Key features

‍

• Audience management & segmentation
• Email marketing
• Drag-and-drop email builder or code your own emails
• Dynamic content personalisation
• Landing pages, pop-up forms, and subscription forms
• Marketing automation
• Automation triggers based on user behaviour
• Customer Relationship Management (CRM)
• Tracking & analytics

Pricing

‍

The free version has up to 500 contacts and 1000 monthly emails. After that, there is tiered pricing based on the number of contacts, monthly volume, and personalisation/add-on.

‍
Mailchimp has three packs: Essentials, Standard, and Premium. 

‍

4.2 Klaviyo 

‍

Klaviyo is tailored for e-commerce businesses, offering advanced segmentation and personalisation features.

‍

Key features

‍

• Automated flows with trigger personalised email, SMS, and push notifications based on customer behaviour (e.g., welcome messages, abandoned cart reminders, win-back campaigns).
• Targeted campaigns
• Pre-built templates
• Mobile-friendly web form
• 350+ Integrations & APIs
• Customer profiles & advanced segmentation
• AI-powered insights & multichannel reporting

Pricing

‍

It is free up to 250 contacts, 500 e-mail monthly sends and 150 monthly SMS/MMS credits. 

‍

After 251 active contacts, it is a tiered pricing model starting from $20/month up to $2,300/month. Additionally, MMS/SMS credits need to be purchased separately. 

‍

Expert Tip

‍

Focus on building a permission-based email list and deliver valuable content that resonates with your audience. Don't bombard them with promotional emails.

‍

Use segmentation and personalisation to send targeted messages that are more likely to convert.

‍

‍

5. Product & sizing recommendations

‍

Product recommendation engines use algorithms to analyse customer behaviour and purchase history to recommend relevant products to individual users. 

‍

This personalised approach can significantly increase conversion rates by showcasing products more likely to interest each visitor.

‍

5.1 Twilio Segment

‍

Twilio Segment is a leading Customer Data Platform (CDP) that unifies customer data from various sources into a single platform.

‍

Key features

‍

• Data collection from different sources and tools integration
• Customer profiles and identity across touchpoints
• Audience segmentation
• Automated messaging and campaigns
• Reverse extract, transform, and load (ETL) 

Pricing

‍

A free version is available for up to 1000 visitors/month, 2 sources and 450+ integrations. 

‍

The paid version starts at $120/month for 10000 visitors/month, unlimited sources and public API access for tools integrations. 

‍

Custom packages can be requested to adapt to your specific needs. 

‍

5.2 Nosto

‍

Nosto is the intelligent Commerce Experience Platform (CXP) that gives brands and retailers intuitively designed tools to increase online revenue through end-to-end commerce experience management.

‍

Key features

‍

• Product recommendations
• Merchandising and personalisation across touchpoints like product pages, cart, checkout…
• A/B testing and optimisation 
• Audience segmentation & insights based on behaviour, attributes, lifecycle stage…
• Campaign management

Pricing

‍

It is not publicly available on their website. 

‍

Expert Tip 

‍

Don't just rely on basic recommendations based on purchase history. 

‍

Consider user demographics, browsing behaviour, and real-time website activity to deliver highly relevant and contextual suggestions.

‍

‍

6. Social proof

‍

^{93% of shoppers consult reviews, and products with five reviews are 270% more likely to be purchased.}

‍

Social proof utilises the power of customer experiences to build trust and influence purchasing decisions. 

‍

By showcasing positive reviews, testimonials, user-generated content (UGC), and social media mentions, you demonstrate the value of your products and encourage potential customers to take action.

‍

6.1 Trustpilot

‍

Trustpilot helps build trust by collecting and managing customer reviews.

‍

Key features

‍

• Collect reviews & invite customers 
• Bulk upload past reviews
• Dedicated business profile page
• Google seller ratings with verified Trustpilot reviews 
• TrustBox widgets to display Trustpilot reviews on your website, email signatures, newsletters… 
• Automated fraud detection & transparency measures for review collection 
• Reviews insights 

Pricing

‍

Trustpilot offers tiered pricing plans. 

‍

Three plans are available, starting with the Plus plan at £259/month for 200 monthly invitations to review, and up to £939/month for 5000 monthly invitations.  

‍

Advanced features and unlimited capabilities come with the Enterprise plan (contact for pricing).

‍

6.2 Fomo

‍

Fomo displays real-time notifications of customer activity to build social proof.

‍

Key features

‍

• Social proof marketing notifications on your website
• Extensive customisation options for messages, filters, and appearance
• Analytics & insights for optimisation
• Multilingual (29 languages)
• Integration friendly with 108+ marketing tools and platforms
• Code-free interface 

Pricing

‍

Fomo also offers tiered pricing plans to fit your needs. All plans come with a free 14-day trial. 

‍

The Starter plan starts at $25 per month and allows for 8,000 notifications and use on one website. Business jumps to $75 and unlocks unlimited websites and inline notifications. 

‍

Pro and Advanced plans offer progressively higher notification limits for $149 and $250 respectively. 

‍

For the most features and unlimited notifications, the Unlimited plan is offered at $499 per month.

‍

Expert Tip  

‍

Don't shy away from negative reviews. Respond professionally and address customer concerns publicly to demonstrate transparency and excellent customer service. 

‍

This can actually build trust and showcase your commitment to customer satisfaction.

‍

‍

7. Payment & financing

‍

Imagine losing customers at the very last hurdle – checkout.  A difficult payment process can be a conversion killer.  

‍

By offering a smooth and secure checkout experience with a variety of payment options, you'll keep customers engaged and completing their purchases.

‍

Payment/financing tools also enable you to offer instalment plans and cater to international customers with local payment methods.  

‍

7.1 Payplug

‍

Payplug facilitates secure online payments with easy integration.

‍

Key features

‍

• Customisable payment pages
• Payment methods integration
• "Smart 3D Secure" feature
• Advanced fraud management
• Data-driven insights
• Pay by Link to accept payments via email, SMS, or invoices without an online store

Pricing

‍

Payplug offers tiered pricing based on your estimated annual turnover.

‍

The Starter (up to €100,000) includes basic features like online and in-store payments, for €10/month + transaction fees (1.5% + €0.25 for Eurozone cards, higher for others).

‍

Pro (€100,000 - €1,000,000) adds features like one-click payment, deferred payment, and multi-user access, for €30/month (3 months free) + lower transaction fees (1.1% + €0.25 for Eurozone cards).

‍

Enterprise (over €1,000,000) offers advanced features like custom integrations, a dedicated account manager, and volume-based pricing (contact for details).

‍

7.2 HiPay

‍

HiPay is a comprehensive payment solution that helps businesses of all sizes accept payments online, in-store, and on marketplaces.

‍

Key features

‍

• Unified commerce platform
• Omnichannel payment support (online, in-store, mobile)
• Streamlined checkout process 
• Extensive partner network (e.g., CMS, cash register software…)
• Deferred payments and PAX terminals

Pricing

‍

You have to contact the sales team to receive a personalised quote. 

‍

Expert Tip

‍

Leverage payment psychology! 

‍

Pre-fill secure billing information (with customer consent) and strategically display trust signals (e.g., security badges, and customer reviews) during checkout.  

‍

This reduces form-filling time, minimises errors, and builds trust! 

‍

‍

8. Support

‍

^{89% of consumers are more likely to repurchase after a great customer service interaction.} 

‍

Top-notch customer support is the ultimate trust builder. 

‍

The right tools can empower you to offer seamless support across various channels, preventing cart abandonment and keeping customers coming back for more.

‍

8.1 Gorgias

‍

Gorgias is an AI-powered customer experience platform designed specifically for e-commerce businesses to automate support and unify conversations.

‍

Key features

‍

• Support management with a unified inbox (email, chat, social media) 
• Customer information with complete customer history (past conversations, orders, reviews) 
• Channel integrations
• Workflows to automate repetitive tasks & custom variables
• AI autoresponders
• Live chat
• Help centre
• Targeted on-site campaign management
• Data & analytics

Pricing

‍

Gorgias offers tiered pricing plans depending on the number of support tickets you expect to receive each month. 

‍

The Starter plan (50 tickets) is at $10 per month, Basic (300 tickets) for $60 or Pro (2,000 tickets) for $360 per month. 

‍

Higher tiers also come with more features and integrations. You can also add functionalities like automated responses or on-site marketing tools for an extra cost.

‍

8.2 Onepilot

‍

Onepilot is an outsourcing company that uses AI and human agents to provide customer service, sales support, and KYC (Know Your Customer) verification.

‍

Key features

‍

• Agent sourcing, training, and quality assurance
• KYC/B outsourcing
• Knowledge base creation for efficient issue resolution
• Ticket routing and scheduling for optimal agent workload
• AI-powered features for faster response times
• Secure data handling with GDPR and ISO certifications
• +35 languages 
• Real-time data dashboard 

Pricing

‍

Onepilot's pricing has two parts: a monthly subscription fee of €299 and a pay-per-interaction fee based on your monthly ticket volume. 

‍

The exact cost per ticket also depends on the agent's location (local, nearshore, or offshore) and the language.

‍

Expert Tip

‍

Provide multiple support channels (live chat, email, phone) and offer 24/7 support for critical issues if needed, to ensure customer satisfaction.

‍

‍

9. Loyalty/reward & referral program

‍

^{83% of shoppers say loyalty programs make them more likely to buy again.}

‍

Loyalty and referral programs close the loop on customer acquisition, transforming one-time buyers into loyal fans who drive repeat business and new customer growth.

‍

9.1 Yotpo

‍

Yotpo offers tools to create and manage customer loyalty and referral programs.

‍

Key features

‍

• SMS marketing for targeted promotions
• Reviews & photos
• Loyalty programs with diverse reward options including points, discounts, and exclusive offers
• Subscription options for recurring revenue.
• Personalised emails for customer engagement

Pricing

‍

It starts at $368/month for the full pro product suite (Reviews, loyalty, SMS & e-mail) and for the premium version, it starts at $941/month. 

‍

You can also choose to only use one or multiple products and create your personalised bundle.

‍

One SMS credit starts at $0.0072 and for e-mail, you pay per 1,000 e-mails sent each month, with decreasing costs as the volume increases. Sending up to 10,000 emails is free. 

‍

The rest of the product’s pricing is based on your monthly order volume. 

‍

9.2 Loyoly

‍

Loyoly is a loyalty and referral platform that helps Shopify stores create engaging loyalty programs with features like referrals, reviews, rewards, and UGC.

‍

Key features

‍

• Customisable loyalty & referral programs with points, tiers, and various rewards (discounts, vouchers)
• Tracking & analytics 
• Marketing tools integration
• UGC & reviews with content library 
• Review moderation & showcase
• Product testing campaigns management 

Pricing

‍

Loyoly's pricing depends on the number of orders you process monthly. There are three tiers: Basic ($49/month), Advanced ($199/month), and Plus (custom quote).  

‍

The more you pay, the more features you get, such as custom rewards, VIP programs, and dedicated support.

‍

‍

Expert Tip

‍

Go beyond points! Gamify your program with tiered systems, progress tracking, and bonus challenges.

‍

It's all about friendly competition and unlocking rewards, keeping customers engaged and coming back for more!

‍

‍

10. Customer experience & product onboarding

‍

Don't let confusing onboarding or frustrating purchases scare away customers! 

‍

Invest in customer experience tools for a smoother journey that turns website visitors into happy, returning fans. 

‍

With clear guides and interactive videos that allow for direct purchase, you'll eliminate friction and watch your conversion rates increase. It's a win-win for everyone!

‍

10.1 Pimpster

‍

Pimpster helps new users get acquainted with your product through effective onboarding tools.

‍

Key features

‍

• Web stories with interactive product tours, unboxing videos, and how-to guides 
• Wholesale customer identification
• Advanced analytics
• Seamless CRM integration

Pricing

‍

You have to get a demo to receive pricing. 

‍

10.2 Videowise

‍

Videowise is a shoppable video platform that helps Shopify stores increase conversions with interactive product videos.

‍

Key features

‍

• On-site shoppable videos for your Shopify store
• Shoppable video marketing outside your Shopify store (e.g., email, SMS, QR codes)
• Video analytics
• Customisable e-commerce video player 
• Video management & organisation from various sources (TikTok, Instagram, YouTube) 

Pricing

‍

Videowise offers tiered pricing for e-commerce businesses based on monthly visitors and video impressions.  

‍

Plans range from $99/month for up to 20k visitors and 30k impressions to $449/month for up to 150k visitors and 300k impressions. 

‍

There is also an Enterprise plan with fixed pricing for businesses with over 150k visitors. All plans include a 14-day free trial.

‍

Expert Tip

‍

Focus on micro-conversion! Imagine a customer watching a makeup tutorial, and key product highlights (lipstick shade, eyeshadow palette) are clickable, letting them instantly add them to the cart. 

‍

‍

11. Second-hand selling

‍

Second-hand isn't just about used stuff, it's about unique finds and sustainable shopping! 

‍

Attract eco-conscious consumers and treasure hunters by offering a curated selection of pre-loved items.

‍

This approach caters to a growing market segment of environmentally conscious shoppers, expanding your customer base and driving higher conversion rates.

‍

11.1 Nopli

‍

Nopli helps online brands launch their own CtoC (consumer-to-consumer) second-hand marketplace quickly and easily.

‍

Key features

‍

• All-in-one solution from platform creation and management to logistics and operations
• White-labelled platform 

Pricing

‍

It is disclosed on their website, you have to book a demo. 

‍

11.2 Faume

‍

Faume empowers fashion brands to seamlessly enter the second-hand market with a comprehensive solution.

‍

Key features

‍

• Second-hand platform & operations management like product collection, reconditioning, and shipping
• Omnichannel reach for all your existing distribution channels
• Technology & data for price management and performance tracking

Pricing

‍

It is disclosed on their website, you have to book a demo. 

‍

Expert Tip

‍

Don't just list items, showcase their story!

‍

Use high-quality photos and detailed descriptions that emphasise the unique value proposition of each pre-loved item.

‍

It encourages visitors to explore and feel like they discovered hidden gems, ultimately leading to more conversions.

‍

‍

This guide has unpacked 22 powerful CRO tools for 2024. 

‍

Now it's time to put them into action and streamline your conversion funnel.

‍

Here's a roadmap to maximise their impact:

‍

1. Targeted optimisation: Analyse your website traffic and pinpoint areas with the highest conversion potential. Focus your initial efforts on these key conversion points.
2. Data-driven decisions: Embrace A/B testing to experiment with different approaches. Track user behaviour and identify what resonates best with your audience.
3. Continuous improvement:  Monitor the performance of your CRO efforts closely. Analyse data, identify opportunities for improvement and refine your strategy for optimal results.

‍

Which CRO tool are you most eager to explore? 

‍

UK Omnichannel Report 2023 by RetailEconomics shows a shift towards physical retail: 61% prefer in-store shopping, compared to 39% online.

‍

It shows that retail isn't dead—it's evolving. Today’s customers crave unique in-store experiences; the most successful brands deliver just that. 

‍

Imagine stores that engage all your senses, cafés that inspire activism, and tech-savvy stores that seamlessly blend online and offline shopping. 

‍

In this article, discover 10 innovative retail experiences that can transform your store and captivate your customers.

‍

1. Aesop - Multisensory store 

‍

^{Founded in 1987, first store opened in 2004 in Melbourne, 395 stores in 29 markets in 2023}

‍

‍

Aesop, a premium skincare brand, has anything but boring stores. Think cool, minimalist spaces with natural ingredients and sleek packaging.

‍

Each store is one-of-a-kind, designed with local touches to reflect the city's style. 

‍

Sustainability and craftsmanship are cornerstones, with recycled materials and collaborations with talented local architects.

‍

Aesop stores engage multiple senses beyond just visual appeal. 

‍

They use scents (created by their in-house team), lighting, and sound to create an immersive and sensorial experience for customers.

‍

The stores also feature sinks, seating areas, and treatment rooms, encouraging customers to linger, test products, and receive personalised consultations. 

‍

It invites customers to pause and experience the brand fully! 

‍

Despite their diversity, all Aesop stores embody the brand's essence of quality, honesty, and sensibility. The unique designs aim to maintain the brand's authenticity and avoid becoming a "soulless chain."

‍

‍

What we 💙 about it: 

Aesop stores redefine retail as a multi-sensory adventure. It's experiential retail at its finest, transforming shopping into a luxurious journey.

‍

2. Zapato feroz - Ferozland ^‍‍

‍

^{Founded in 2015 by Lau García and Héctor Nebot, first shop (Ferozland) opened in 2024 in Valencia} 

‍

‍

Zapato Feroz champions natural foot development with comfy, barefoot-style shoes for the whole family, using materials like leather and microfiber for long-lasting wear.

‍

Ferozland flips the script on traditional retail, creating a playground where kids can be kids and parents can enjoy shoe shopping. 

‍

Appointments elevate the experience with personalised service, while limited stock creates a nudge to buy. 

‍

But they don't stop at shoes - workshops and activities build a community around child wellness, solidifying brand loyalty that keeps customers engaged. 

‍

It's a masterclass in experience-driven retail that prioritises connection over transaction! 

‍

‍

What we 💙 about it:

Ferozland ingeniously combines a playful retail experience with community building, turning shoe shopping into a stress-free adventure that fosters brand loyalty.

‍

3. Gentle Monster - Jentle Home  

‍

^{Founded in 2011 by Hankook Kim, +40 stores in the world but mostly in the APAC region}

‍

‍

Gentle Monster has quickly become a leader in luxury eyewear. 

‍

Their Jentle Home collaboration with BLACKPINK's Jennie is a standout example. This pop-up store, shaped like a giant dollhouse, showcases Jennie's sunglasses designs. 

‍

Each room features figurines wearing her glasses; the exterior was a big hit on social media! 

‍

On top of that, Gentle Monster’s flagship stores are more than just places to shop. 

‍

Their store in Seoul features moving faces and large art pieces, offering an engaging sensory experience. 

‍

‍

What we 💙 about it:

Gentle Monster blends retail with immersive art, turning their stores into must-visit destinations that create memorable shopping experiences.

‍

4. Patagonia - Action Works café in London 

‍

^{Founded in 1973 by Yvon Chouinard, first store opened in 1973 in California, 70 stores worldwide}

‍

‍

The Patagonia Action Works café in London is a unique retail space that aligns with the brand's commitment to environmental activism. 

‍

It fosters community engagement by connecting activists and NGOs and providing a hub for organising and mobilising local climate action. 

‍

The café offers immersive learning through workshops, expert-led sessions, and interactive elements, enabling visitors to gain practical skills and inspiration. 

‍

Patagonia's donation of all profits of the cafe to local environmental NGOs supports the causes it advocates for, reinforcing its authenticity and transparency in its dedication to environmental activism.

‍

Action Works Café merges Patagonia’s brand purpose, community, learning, and giving, creating a powerful retail experience that fosters positive change.

‍

‍

What we 💙 about it:

The unique café concept, with its visually striking design and interactive elements, generates buzz and encourages social sharing. It offers a memorable experience that deepens customer-brand connections and advocacy!

‍

5. Farfetch - Store of the future at Browns Brook Street

‍

^{Founded in 2008 by José Neves, acquired Browns in 2015}

‍

‍

Farfetch's "Store of the Future" concept, showcased in the Browns flagship store, seamlessly integrates online and offline experiences. 

‍

By using Farfetch’s PLATFORM SOLUTIONS, they sync online customer data with in-store visits for a data-driven, personalised shopping journey. 

‍

When walking through the store, you will find interactive mirrors that can offer recommendations, size requests, and payments, while AR and VR provide immersive virtual try-ons. 

‍

They also streamline services with mobile payments and personalised support via channels like WhatsApp to boost efficiency. 

‍

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What we 💙 about it:

These strategies create a high-tech, personalised, and immersive brand experience, revolutionising in-store shopping and fostering customer loyalty.

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6. TOAST - In-store workshop 

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^{Founded in 1997 by Jessica and Jamie Seaton, 20 stores throughout the UK}

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TOAST, the UK lifestyle brand, is famous for its in-store workshops that align with its core values, like its commitment to traditional textiles and slow living. 

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“Each of our shops across the UK is a welcoming space in which to slow down, discover our seasonal collections, learn more about our makers and techniques, and come together for creative events," according to TOAST's website

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They collaborate with local artisans for unique hands-on experiences, fostering a sense of community and connecting like-minded individuals.

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TOAST also promotes sustainability through workshops on mending and upcycling, encouraging customers to extend the lifespan of their items. 

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Events like TOAST Exchange, where customers swap cherished items, and live styling sessions further enhance community engagement!

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They leverage their physical retail spaces to host these engaging workshops, driving foot traffic and creating unique brand experiences. 

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What we 💙 about it:

TOAST turns retail spaces into engaging community hubs, blending immersive learning with sustainability and fostering strong customer loyalty.

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7. Jacquemus - Restaurants and pop-up stores 

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^{Founded in 2009 by Simon Porte Jacquemus, first store opened in 2022, 4 stores and 5 corners in the world}

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Jacquemus redefines retail with immersive, sensorial experiences like the "24/24", the "Bambimou", and the "Le Bleu" pop-up, which takes customers into unique, engaging places. 

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His spaces are visually striking and Instagram-worthy, encouraging social sharing and creating buzz.

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Jacquemus blends storytelling with his brand narrative, drawing from personal experiences to infuse collections with authenticity. 

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Limited-time, exclusive pop-ups generate excitement and a sense of urgency. And by collaborating with local designers and artists, he adds a local touch to his retail experiences!

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Following the success of Citron and Oursin, his upcoming restaurant-boutique in Saint-Tropez merges retail with gastronomy, similar to Ralph Lauren’s Ralph's Coffee and Louis Vuitton’s café.

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What we 💙 about it: 

Jacquemus turns retail into a sensory adventure, blending storytelling, and creativity to create unforgettable experiences that foster deep customer engagement and loyalty.

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8. Topology - Corner store 

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^{Founded in 2018 by Ning Li, first corner opened in 2024} 

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Typology makes its mark in physical retail with a new corner store at Printemps Haussmann in Paris. 

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Known for its online-only sales since 2019, the French skincare brand has ventured into physical retail after a successful pop-up, "La Serre Typology".

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Their first physical store reflects Typology's minimalist and eco-friendly values, featuring aluminium reminiscent of their packaging.

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Founder Ning Li describes this move as perfectly aligned with their principle of enhancing brand desirability, blending thoughtful design with responsible retail.

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What we 💙 about it: 

Typology's new retail space combines minimalist design with eco-friendly materials, creating a sophisticated and responsible shopping experience that aligns with its brand values.

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9. Balzac - Sustainability focus ^‍

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^{Founded in 2011 by Chrysoline, Victorien, and Charles De Gastines, first store (L’adresse) opened in 2014, 3 corners in France} 

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Balzac Paris brings its sustainable fashion to life with its first permanent brick-and-mortar store, L’Adresse, in Paris. 

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It uses raw, local materials like wood and ceramics and features their signature leopard print motif.

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L’Adresse offers a rich retail experience: customers can enjoy the scent of their first fragrance, Honorine, and listen to curated music that enhances the atmosphere. 

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In the fitting rooms, recordings of co-founder Chrysoline de Gastines' voice provide a personal touch, making the space feel cosy and inviting.

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The store includes a second-hand section called Le Kiosque, where customers can exchange items, a repair service, and spaces for events like yoga classes. 

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This store offers a physical shopping experience and strengthens Balzac Paris’s commitment to sustainability.

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What we 💙 about it:

Balzac Paris combines sustainability and style in its first boutique, offering a sensory, community-focused shopping experience that matches its eco-friendly values.

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10. Gymshark - Community-centric design 

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^{Founded in 2012 by Ben Francis and Lewis Morgan, first store opened in 2022, 2 new stores for 2024 in London and New York} 

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Gymshark's flagship store on Regent Street in London redefines retail with its innovative and community-focused design. 

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The store serves as a hub for Gymshark's community, featuring elements like the "Community Table" and "The Hub" to foster interaction and connection among fans.

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The store offers an immersive experience with "The Sweat Room" fitness studio for free classes and "The Pro Bench" for personalised fitness advice from experts.

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The store is also made to take pictures with mirrors and Instagrammable places everywhere! 

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Seamlessly integrating digital and physical retail, customers can browse online, reserve in-store, and pick up or return online purchases, ensuring a cohesive brand experience.

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Gymshark's flagship is a powerful showcase of its brand, emphasising fitness (even their mannequins are squatting!), inclusivity, and community empowerment. 

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What we 💙 about it: 

Gymshark's flagship store blends community, fitness, and immersive experiences, creating a lifestyle hub that deepens customer connections and elevates the retail experience.

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Retail is no longer just about transactions. It's blossoming into a vibrant landscape of experiences that aim to increase customer engagement and foster brand loyalty. 

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This article explored 10 innovative stores, such as Aesop's sensory haven and Gymshark's community hub, showcasing the power of creative retail.

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But this is just the beginning! As technology and customer expectations evolve, the possibilities for creating engaging experiences are endless.  

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What groundbreaking ideas will you bring to the table?

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Surging demand is a fantastic problem to have, but it can quickly expose the limitations of in-house fulfilment. 

Instead of letting logistics slow your growth, consider a strategic move: logistics outsourcing order fulfilment. 

By partnering with a third-party logistics (3PL) provider, you can scale effortlessly, optimise costs, offer international delivery, and propel your brand to the next level. 

Let's explore the key reasons why outsourcing order fulfilment might be the secret weapon your business needs.

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1. If you want to scale your brand 

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Imagine your marketing campaign crushes it, and orders flood in. But with in-house fulfilment, you're stuck scrambling for staff, space, and time. 

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Outsourcing logistics eliminates that headache. A 3PL partner (fulfilment company) has the flexibility you need to scale operations to meet your demand. 

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You focus on selling more while they handle the logistics operations.

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2. If you want to reduce your upfront costs 

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^{57% of companies that have outsourced their logistics to a 3PL have experienced cost savings as a result, according to a DHL report.} 

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Warehouse rent, packing supplies, logistics equipment—these costs eat into your profits. Outsourcing eliminates those upfront costs. 

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This frees up capital for important things – like marketing that actually works, a new product development, opening sales channels or expanding to a new market.

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3. If you need faster delivery to boost your sales

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^{The average customer now expects same day or 48h delivery as a standard.}

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Slow shipping can lead to frustration and bad reviews. 

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Fulfilment companies are experts in logistics. They have refined their picking and packing processes to minimise delays and allow your products to be shipped quickly! 

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Additionally, many 3PLs have strategically located and specialised warehouses so you can ensure even faster shipping worldwide! 

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<sub>Bigblue Tips

Say goodbye to 2-week waits! Bigblue delivers significantly faster, getting your products into your customers' hands quicker for a more satisfying unboxing experience. 

With a 92% buyer satisfaction rating for delivery and our extensive fulfilment centres network in Europe, your products can seamlessly reach customers worldwide. 
👉 Discover our delivery experience</sub>

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4. If you want to have discount shipping rates 

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Fulfilment company providers leverage bulk volume to negotiate lower shipping rates with major carriers. 

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These savings get passed on to you. Competitive shipping options make your products more attractive, which means more sales and a bigger market share. 

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<sub>Bigblue Tips

At Bigblue, we leverage our close partnerships with over 20 European carriers to get you the most competitive rates for your needs! 
As one of our carriers' major clients, we leverage our strong relationship to expedite customer requests and escalate issues faster.
👉 Discover our carriers’ network</sub> 

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5. If you want to improve your stock management 

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Many 3PLs offer real-time inventory visibility across their warehouses, thanks to the advanced Warehouse Management System (WMS). 

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This allows you to optimise inventory levels by identifying best-selling products, reduce the risk of stockouts, and free up capital tied up in excess stock. 

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You gain greater control over your inventory without the need for manual tracking.

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<sub>Bigblue Tips

Bigblue’s cloud-based Atlas WMS is a game-changer for e-commerce and omnichannel brands.
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You have real-time inventory visibility, and we optimise your storage space and manage product locations. You only have to connect to our app and look at your personalised dashboard!
‍👉 Discover our WMS</sub>

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6. If you want to expand internationally 

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Expanding globally is exciting but challenging. 

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Partnering with a 3PL provider simplifies the process. They handle customs, manage VAT and duties, and ensure compliance, reducing delays. 

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Local expertise helps navigate market preferences and logistics challenges. 

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Leveraging their scale, 3PLs offer cost efficiencies, lowering international shipping costs and making your products more competitive globally!

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"Bigblue enabled us to expand into new markets and ensure efficient delivery throughout Europe" says Christelle and Lucas, SmartWorkout founders

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7. If you are tired of dealing with daily delivery issues 

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^{96% of customers track their packages online after purchase, with 43% checking the status daily.}

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From order tracking to managing delayed packages, delivery issues can constantly drain your resources.

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Outsourcing logistics takes that burden off your shoulders.

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A 3PL partner handles order fulfilment troubleshooting and can help you answer customer inquiries. This gives you peace of mind, allowing you to focus on strategic initiatives.

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<sub>Bigblue Tips

Bigblue offers various delivery options with real-time tracking and estimated arrival dates at checkout. 

Pair this with branded post-purchase emails with a 74% open rate that can divide your Where Is My Order? (WISMO) requests by 2! 
👉 Discover our tracking experience</sub> 

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8. If you don’t want to manage your own fulfilment team  

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Building and managing a skilled in-house fulfilment team requires significant time and resources. 

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Recruitment, training, scheduling – it all adds up. Outsourcing eliminates this responsibility. 

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A 3PL has a team of experienced professionals dedicated to efficient order fulfilment, picking, packing and shipping, inventory management, and returns processing. 

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You gain access to their expertise without the burden of managing in-house staff.

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Outsourcing fulfilment can be a strategic move to reduce costs, free up resources for growth, and create a phenomenal customer experience. 

Remember, a successful fulfilment strategy should scale with your business and support your long-term goals. 

If you're feeling overwhelmed by in-house logistics, consider outsourced order fulfilment. It might just be the secret weapon that unlocks your brand's true potential.

If you think outsourcing logistics could be a game-changer for your brand, you can meet with our team of experts to discuss your needs! 

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Jonak started by making shoes for nuns, and now they're a brand on a hit show like Emily in Paris!

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Founded in 1964, this family-owned business has carved a unique niche, offering high-quality, stylish footwear at accessible prices. 

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Their dedication to quality, innovation, and understanding their evolving customer base has been key to their success.

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Let’s explore Jonak's journey, from a single Parisian boutique to a global omnichannel brand with a thriving online presence! 

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1. Jonak’s history: A distinctive brand positioning

1.1 A family legacy spanning over three generations 

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Established in 1964 by husband-and-wife Marcel and Josette Nakam, Jonak began as a single boutique in Saint-Germain-des-Près. 

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Did you know? The name is a fusion of the first syllable of his wife Josette and son Joseph's name with the one for their family name Nakam! 

It symbolises the family-oriented spirit that would define the brand for generations to come.

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They started by selling orthopaedic shoes for nuns (as they were close to many convents!) and being a retailer of brands like Birkenstock and Scholl.

Marcel’s son, Joseph, played a pivotal role in Jonak’s transformation. Recognising the changing taste of his generation, he steered the brands towards trendy and stylish footwear.

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Today, the company is managed by the third generation, with Marcel Nakam Jr. as co-CEO and Lisa Nakam as General Manager.

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1.2 Embodying Parisian Chic with high-quality footwear 

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Jonak is renowned for its meticulous focus on quality, producing shoes in Europe—primarily in Spain, Italy, and Portugal. 

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By producing smaller batches (100-200 pieces per colour), Jonak adeptly tests market trends, allowing rapid adaptation to consumer preferences while maintaining fair pricing. 

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Despite not being a luxury brand, Jonak sits comfortably in a niche between high-street and high-end, with prices ranging from £95 for sandals to £315 for cowboy boots. 

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In 2022, Jonak’s successful strategy led to over €50 million in revenue, marking a 20% growth from the previous year.

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2. Decoding Jonak's marketing magic: A recipe for success

2.1 Strong social media presence and customer engagement

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Faced with a need to stay relevant, Jonak has undergone a remarkable comeback in recent years. A key driver is their strategic use of social media and influencer marketing. 

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As early adopters of platforms like Instagram and TikTok, they've built a strong online presence that resonates with their target audience (young and social media-savvy women).

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Their strategy is to focus on authenticity and brand fit to create a loyal community. 

They mostly share product photos, style inspiration, and behind-the-scenes content about product fabrication. 

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^{587k+ followers on Instagram (#jonak with 53k+ posts!), 231k followers on TikTok, and 1.1M+ monthly views on Pinterest}

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2.2 Strategic influencer campaigns to target new audience 

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They strategically collaborate with influencers across platforms to create engaging content integrating Jonak's footwear into cool lifestyles.

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In 2017, they teamed up with influencer Lily Rose to create a unique photo exhibition in Paris. 

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Lily Rose travelled the world for six weeks with Jonak shoes, capturing them in stunning photos. 

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These photos were displayed in a pop-up art gallery with proceeds going to a women's empowerment charity. 

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More recently, they partnered with Lena Situations (one of the most famous French influencers) and organised a gifting contest. The videos racked up more than 800k views! 

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This approach has boosted brand awareness, attracted a younger audience, and significantly increased sales (25% of their sales came from Instagram in 2021!).

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Jonak's marketing strategy is a prime example of how a brand can reinvent itself and connect with a new generation by understanding its audience and leveraging the power of social media.

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3. Jonak’s omnichannel excellence: The key to their growth 

3.1 Evolving from pure player retail to digital transformation

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Jonak's success is built on continuous adaptation. 

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From expanding across Paris to entering international markets and major department stores like Galeries Lafayette, Jonak has mastered the art of omnichannel retailing. 

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Recognising the digital shift, they launched their e-commerce website in 2013, generating almost 50% of their current sales. They were one of the first French brands to do so! 

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^{In 2023, they even achieved €1M in sales on their website in only one day!} 

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Jonak perfected testing new markets through department store corners. 

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In the Netherlands, for example, they started by building an online presence on Bijenkorf's website for a year. 

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Seeing success online, they opened physical corners within the stores. Now boasting three locations (Amsterdam, Rotterdam, Maastricht), Jonak ranks among Bijenkorf's top 3 contemporary sellers.

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Today, with over 90 points of sale worldwide, they truly set the standard for omnichannel retail growth. 

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3.2 Seamless integration of online and in-store experiences

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For Jonak, social media conveys messages, builds loyalty, and creates desirability. 

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Their stores and website must then convert this engagement into sales through immersive experiences.

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On the website, they have a dedicated blog "The Journal" and a "Lookbook" section where you can easily check the model and add it to your cart!

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This curated content features fashion trends, styling tips, and collaborations with inspiring women, keeping their audience engaged and coming back for more! 

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Jonak elevates the retail experience by incorporating luxury codes and innovative concepts. 

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Their boutiques resemble Parisian flats, creating a welcoming and cosy atmosphere with high-quality materials and well-chosen furniture.

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They have a team of in-store stylists equipped with tablets for personalised assistance and digital kiosks keep customers engaged with Jonak’s latest collection. 

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They also capitalise on direct and 1:1 communication with their clients through WhatsApp to create deeper connections with their clientele. 

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By adapting to evolving consumer preferences and embracing innovation, Jonak remains a leader in the shoe market.

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Jonak's transformation from a small Paris shop to a major global player is a fantastic example of how brands can evolve and thrive. 

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This journey, shaped by a family's passion and smart moves, shows what's possible when you blend tradition with innovation. 

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As Jonak continues to win hearts with its stylish, timeless footwear, it begs the question: What's next for them? What opportunities might arise as they continue to explore the balance between physical presence and digital engagement?

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Forget mass-produced boring streetwear. Lazy Oaf, a UK indie brand known for its vibrant colours and playful graphics, has been building a cult following since 2001. 

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They started small, hand-printing tees in a London garage, but their commitment to authenticity and community has propelled them to global fame.

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In this article, we explore how they captured the hearts (and wardrobes) of fashion icons like Gigi Hadid! 

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1. More than just streetwear: What makes Lazy Oaf unique?

1.1 Lazy’s Oaf’s humble beginnings to streetwear leader

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Lazy Oaf was founded in 2001 by Gemma Shiel in her father's garage in North London. 

Shiel started by hand printing t-shirts, sold at a stall in Spitalfields Market, East London. 

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Despite the challenges of the pre-e-commerce era, the brand flourished by engaging directly with its audience through live events and store collaborations. 

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“It was built through who knew about you through events, stores you stocked in, parties, sub cultural goings ons and doing stuff that we can’t even comprehend anymore,” Shiel says for Forbes.

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The brand grew organically without significant outside funding and achieved a $5.3 million annual revenue, according to Rocket Reach. 

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1.2 Lazy Oaf’s strong brand identity built on authenticity and sustainability

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Lazy Oaf isn't your typical streetwear brand. They reject monotonous trends, championing individuality. 

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Their signature style? Playful illustrations, vibrant colours, and a healthy dose of humour – a perfect fit for a young generation seeking self-expression through fashion.

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For instance, their popular "G.E.M." collection, inspired by the 90s cartoon aesthetics, sold out within hours of release.

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Sustainability has been a core value for Lazy Oaf long before it became a buzzword.

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They prioritise quality and environmental responsibility, ensuring their garments are built to last, not destined for landfills. 

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The design and development process takes roughly a year, resulting in roughly 400 unique styles annually – a stark contrast to fast-fashion giants churning out double that in a week.  

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To minimise waste, Lazy Oaf produces limited quantities (150-250 pieces) per style.

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Once collections are ready, they often shoot campaigns in-house before launching them in-store, on their app, and online through weekly or bi-weekly drops to keep things fresh.

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As a "Direct2Oaf" brand, you won't find their clothing elsewhere (more on this later!).

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Since 2021, 50% of their clothing has gone up to size 24 or 3XL, with plans to expand size inclusivity across all styles in the coming years.

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2. From Tumblr to 1M followers on Instagram: Lazy Oaf's social media rise

2.1 Cultivating a devoted community

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Lazy Oaf quickly gained a cult following, becoming a favourite among early fashion influencers and celebrities like Lava La Rue and Gigi Hadid. 

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The brand built its strong foundation through a combination of in-real-life community events and a strategic online presence that flourished on platforms like Tumblr. 

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Fast forward to today, and they're still killing it on social media with over a million Instagram followers. 

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Their feed features a mix of real people from their community with UGC, brand value, their collaborations and their new collection! 

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Lazy Oaf keeps the conversation going with followers, hosting Q&A sessions with designers and sneak peeks of upcoming collections.

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To connect with fans, Lazy Oaf launched their media called Oaf World, presenting behind-the-scenes content like staff stories! 

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The brand's social media platforms have become a hub for fans to share their own Lazy Oaf-inspired outfits, further cementing the community feeling.

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2.2 Boosting engagement with limited edition and collaboration 

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This dedication to community shines through in their 20th Birthday Collection which celebrates the brand's 20 years of existence.

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The collection is a trip down memory lane for long-time Oaf fans. It features beloved prints and designs from the archives, reimagined for a modern audience. 

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The campaign features a diverse cast of Gen Z and young Millennial creatives – artists, students, and fans from all over the globe. 

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These are the real faces of Lazy Oaf, a testament to the brand's commitment to inclusivity and its power to unite people through fashion. It's a celebration of the Oaf community.

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Additionally, Lazy Oaf frequently collaborates with artists and other brands to keep their collections fresh and exciting. 

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They've fostered strong partnerships with Dr. Martens, Crocs, Lush, and Vans!  

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Their recent Disney collab, featuring iconic characters with a Lazy Oaf twist, attracted both Disney fans and streetwear enthusiasts, expanding their reach even further.

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3. Lazy Oaf’s retail evolution: Redefining their omnichannel shopping experience

3.1 Retailer partnership and London flagship store

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In 2003, Lazy Oaf debuted at Margin London, a prestigious trade show, that launched them onto the global stage. This success led to over 150 stockists worldwide, including iconic boutiques like Colette in Paris and renowned department stores like Selfridges.

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In 2008, they opened their first flagship store in London, creating a seamless omnichannel experience.

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The London flagship isn't just a store, it's an extension of the Lazy Oaf experience. 

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Hosting art installations and live music events that embody the brand's playful spirit, these stores go beyond sales, fostering customer loyalty by creating lasting memories.

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3.2 Shifting to a “Direct2Oaf” for more brand control

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Recognising the growing importance of direct customer interaction and in reaction to Covid 19, Lazy Oaf shifted from a wholesale model to a D2Oaf strategy. 

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This strategic decision allowed them to sell directly through their website and stores, scaling back from hundreds of global stockists. The D2Oaf approach offers greater control over brand identity and customer experience.

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Customers can check stock availability in-store via the app, pick up and return in stores. It ensures a frustration-free shopping journey across online and offline platforms.

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With so many fashion brands out there, Lazy Oaf proves that being true to yourself and building a strong community really matters. 

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They never gave up on their fun and unique style, and they found smart ways to reach customers online and in stores.

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Lazy Oaf's journey from a one-woman operation to a globally recognised brand is a masterclass in brand identity, community building, and, of course, keeping it weird.

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