Mandy Watkins, founder and creative director for leading womenswear brand Hush, launched the brand from her kitchen table with a laptop, phone and what she herself describes as ‘a rather naïve optimism’. Fast forward 16 years, and Hush is now one of the country’s leading online fashion retailers, with concessions in 32 John Lewis stores (including the ones in Edinburgh and Glasgow), a fully optimised eCommerce site and an ever-growing loyal customer following.
Liam Hewitt, Senior eCommerce Manager told Loqate that the whole team at Hush are ‘obsessed’ with providing the best possible customer experience – “be it in store or online, we are constantly looking at optimisation to improve the journey”.
Hush have been a Loqate customer for over thirteen years, using Loqate’s real-time address verification product to improve data quality and user experience. More recently, Hewitt has worked closely with the Loqate support team to implement the new address geolocation feature.
We have seen a rapid increase in mobile usage, so ensuring the user experience on mobile is second to none is a top priority
Like many other retailers, over the last few years, Hush have seen a steady increase in the number of customers using their mobile to browse and buy products. “We have seen a rapid increase in mobile usage, so ensuring the user experience on mobile is second to none is a top priority for the team and I – adopting the new geolocation feature was a no brainer.”
Geolocation from Loqate allows mobile customers to search for an address at the touch of a button. This innovative technology uses the mobile location to pick up the nearest addresses within 50 meters. This one-tap approach enhances the UX by eliminating the need to type an address, completely removing form friction. “The implementation process was really smooth, and we have seen a definite reduction in friction on our mobile checkout for new users. Combined with the other optimisation tasks we’ve completed recently, our run rate for conversion on mobile is higher than normal.”
The geolocation implementation process was really smooth, and we have seen a definite reduction in friction on our mobile checkout for new users
“We ran several tests internally to ensure that the address data was accurate. Data quality is vital to so many processes. The quality of data that Loqate provides us ensures we can deliver products to our customers first time, every time. Not only does it provide customer satisfaction, but data quality also allows us to run an efficient and cost-effective logistics operation.”
As Hewitt and the team start to prepare for Black Friday and Christmas, traditionally the busiest time of the year for any retailer, he is confident that address verification from Loqate, enhanced with the new geolocation feature will help create a brilliant mobile experience for their customers.
– Liam Hewitt, Senior eCommerce Manager, Hush