Approximately 43% of consumers purchase apparel online, then discuss their new items on social network sites, according to ROI Research. As a result, consumers are demanding more interactive and engaging experiences while they shop online, such as having the ability to share and verify potential purchases with social connections without ever leaving the e-Commerce site.
“LoopIt is valuable because it makes our members’ experience with Rent the Runway much more enjoyable and convenient,” Hyman said in an interview with Retail TouchPoints. “Customer experience is the foundation of our company. We found that LoopIt truly gives our members the option to enhance and enrich their time on our site.”
The “Poll Your Friends” tool from LoopIt, Hyman explained, “allows our customers to expand their group of virtual stylists to directly include friends and other like-minded fans of designer fashion. These conversations help them make decisions about what to wear to some of the most special occasions in their lives.”
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The feedback and communication tool also integrated seamlessly into the Rent the Runway business model, which is highly social and revolves around a thriving community of members passionate about fashion. Hyman explained that along with an active social following across Facebook, Twitter and other sites, Rent the Runway also touts a unique social shopping platform called Our Runway. This feature allows the eTailer’s three million members to browse products by accessing user-generated photos of other members who have similar body types.
“Our community is organically social,” Hyman said. “Across our social media channels, as well as on Our Runway, women add pictures of themselves in dresses and accessories they rented, opening up the floor for other members to comment, compliment and ask questions about their selections and overall looks.”
Rent the Runway is testing a variety of ways to promote the LoopIt social feature and in turn, increase awareness and adoption, according to Hyman. First and foremost, the company will focus on promoting the capability across social media channels “to really drive home its value.”
