The Iconic ups the ante


theiconicThe Iconic expects to boost sales by becoming the first Australian fashion e-tailer to make Saturday deliveries.

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The announcement comes after the company noticed significant site traffic on Thursdays, Fridays, and Saturdays from customers looking for outfits for the weekend.

Since the beginning of the year, the pureplay has observed a near 40 per cent increase in visits to the site on Fridays and a 50 per cent spike on Saturdays. Average order values are also up 25 per cent on the two days.

In response to the demand, The Iconic has partnered with Australia Post’s StarTrack to allow Sydney shoppers to order fashion items up to 10am Saturday morning, to have them delivered that afternoon.

Adam Jacobs, co-founder and MD of The Iconic, said data shows The Iconic’s customer is generally shopping for an event on the weekend, so offering Saturday delivery was an obvious next step for the business.

“Our goal as a company is to make online shopping a dream for our customers, and e-commerce and technology is allowing us to find many, many ways to do that,” he said.

Cashing in on Christmas

Retailers are expecting a boost in Christmas sales this year, with record low interest rates, and cheap credit driving consumer spending. In a bid to capture some of this increased traffic, The Iconic has launched free same day delivery for the holiday season covering Sydney, Melbourne, Brisbane, and Adelaide.

Jacobs said the idea is to do Christmas better than anybody else this year.

“The problem with online shopping is that often it takes a long time for you to get your delivery. Free same day delivery means you can even order something on December 24, and make sure the delivery arrives in time for Christmas,” he said.

The Iconic already offers three hour delivery to Sydney and Melbourne customers, and earlier this year launched The Collection Bar at Sydney’s Broadway Shopping Centre.

The Collection Bar provides for customers to pick up purchases and try them on at the same time, with the advantage of being able to return unsuitable items on the spot.

“We have definitely seen a very high level of customer satisfaction from people who are using it (The Collection Bar), the stats are looking good, so it’s a successful model for us,” he said.

Although no timeline is set in place, Jacobs told Inside Retail PREMIUM that Melbourne will be the next market to receive a Collection Bar.

“In general we are very interested in the Melbourne market, it’s been growing quickly for us.

“It’s a very engaged fashion community, they are really on top of what’s in this season, they’re really on top of local designers, and that’s a market that we want to become much closer to.”


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