INDONESIAN FASHION RETAILER WEBSITE ANALYSIS AND ITS EFFECTIVENESS ON CUSTOMER EXPERIENCE

Abstract

Abstract. Internet has become a major marketplace and a perfect tool for marketing channel to help companies expand their business opportunities, especially for fashion industries. The numbers of fashion transaction sold via internet has grown rapidly throughout years and have been growing between 25-30 percent a year since 2000. According to ystats.com (2015), fashion was the product category that has the most purchased via online in Indonesia in 2014. A lot of fashion brands has their own promotional strategies via online platform. To acknowledge how multichannel retailers and pure online retailers communicate their brands online, an exploratory analysis of top online fashion retail in Indonesia needs to be done and measure the effectiveness of the customer experience on the website. Literature review was done to analyze the theoretical background of this research, and an experiment done in a top fashion company such as ZARA, H&M, Uniqlo, Zalora, Berrybenka, and VIP Plaza. The exploratory analysis methodology was referred from the previous study conducted by (Rowley, Online Branding, 2004) and (Goswami, 2015) and the sentiment analysis was conducted from the customer testimonies from the last three months and gathered mostly from forums and Instagram. The result of the study shows that all fashion retailers achieve consistency of visual identity. However, there are differences on how the retailers provide the customer experience and create the brand loyalty program on online platform. The pure online retailers provide a better customer experience and brand loyalty program to the consumers compared to the multichannel retailers. The conclusion is proven by the sentiment analysis that shows that pure online retailers provided more positive customer experience compared to the multichannel retailers despite how big the multichannel brand is.

Keyword: Customer experience, Exploratory analysis, Online branding, Online fashion retail