HomeTHE HOTTEST TOPICSFrom retail to e-tailEcommerce at Onceit: Repeat business

Ecommerce at Onceit: Repeat business

There are a few daily deal sites operating in the Kiwi market. Can you tell me about Onceit’s point of difference?

Onceit specialises in bringing our members designer and branded apparel, homewares, accessories and beauty products at incredible prices – sometimes up to 70 percent off RRP. We like to think are a bit more curated than some of the other limited-time-offer sites in New Zealand.

While we work with some larger international brands, we work hard at bringing inspirational designers and brands to our members too. Our members are aspirational when it comes to brands, so giving them the brands they love at an incredible price works well for us.

How do you encourage customer loyalty online?

We have been doing a few VIP early access emails for some of our loyal members which allow them to get first dibs on some of our biggest sales. We have a few initiatives like this where we give premium services, for instance, priority member support and some exclusive offers to our top members. I don’t think [these initiatives] necessarily increase spend but they perhaps increase frequency and recency.

Really, overall, we are constantly looking to improve our members’ experiences. Today, for instance, we are trying to re-imagine returns for online to make it as easy and seamless as possible, which in turns builds confidence to buy again.

A couple of other key areas we are looking at are in the delivery part of our business.

What’s the next step for Onceit?

I had a meeting today about same-day dispatch, we are aiming to begin to do this with at least three sales a week as a start. We currently do about 45 sales a week so obviously it’s a very small percentage, but proving we can do three well, we will start to roll this out more. We see this as a massive competitive advantage over some of our overseas competitors who have average shipping times of four to six weeks.

I am quite interested in manufacturing on demand, which could include 3D printing. I think in the next five years this is going to be a major disrupter for most retailers in some way, including us.

This story was originally published in NZ Retail magazine issue 739, August/September 2015.

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