Lingerie label Etam launches ‘try at home’ service
When the fitting room is your home. French lingerie label Etam has launched a ‘try at home’ service, designed to remove the obstacle of cash advances and above all to encourage its customers to try the products at home. After a first test carried out last spring, the service was launched on Etam’s e-shop on September 20: customers can choose up to ten articles and then have four days to try them out at home. Details of their payment cards are taken when the basket is activated, but nothing is charged. The customers will pay only for the products they decide to keep, and will return unwanted ones.
“When we analysed the first orders made through this service, we realised that what customers really appreciate is the opportunity of trying [the products] at home. We don’t emphasise the deferred payment message, though it’s a strength, we focus instead on the convenience of trying the products at home,” said Jonathan Attali, E-commerce and Innovation Director at Etam.
For the time being, the service is available on Etam’s e-shop, to 20% of customers on a random basis, but will also be extended to physical stores. From next week, it will be tested at the label's Parisian store on the Champs-Elysées. The format will be the same: customers can take home for free the products they choose, and will only pay for those they keep, a few days later.
Etam is very active on the omni-channel front, having recently introduced the ‘Flash Pay’ self-checkout system, a self-payment station only available at the label’s Saint-Lazare store in Paris. “In our stores, the objective is eventually to combine the ‘try at home’ and self-checkout services, so that customers can be independent,” said Jonathan Attali, who added that RFID labelling of products will be operational in all Etam stores in 2019.
The lingerie label will promote the ‘try at home’ service more energetically after the Etam Live Show, staged on September 25 at the Paris School of Fine Arts, with performances by artists Jain, Jorja Smith, IAMDDB, Zara Larsson and Cardi B. The staff of Etam’s brand new Tech Centre in Marcq-en-Barœul, France, which FashionNetwork.com visited a few weeks ago, was heavily involved in the preparation of this annual event.
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