Online Store of the Year : The Iconic
Since it launched 10 years ago , The Iconic has been synonymous with two things : fashion and fast shipping . But upon closer inspection , the online marketplace is so much more . Over the last 12 months , The Iconic has expanded into new categories , such as sportswear , beauty , wellness and toys , and launched an outlet store . This is on top of its previous efforts to stock more environmentally friendly , ethically made and diverse brands as part of its ‘ Considered ’ edit , which launched in 2019 . As a result , The Iconic has become a true one-stop-shop that is closely aligned with the modern consumer ’ s values .
And that ’ s not all . On the tech front , The Iconic has continued to build innovative tools to bring the immersive nature of bricks-and-mortar stores into a digital environment . For instance , customers can use ‘ Visualise ’ to try on sneakers using augmented reality and ‘ Snap to Shop ’ to search for products with an image from their phone instead of a keyword . They can also ‘ follow ’ their favourite brands to stay up to date with the latest drops and , as of last year , stream interactive and inspirational daily videos in The Iconic app .
While many fashion businesses suffered due to the drop in discretionary spending during Covid-19 , The Iconic ’ s diversification into new categories , strong digital capabilities and its courageous decision to continue launching key customer and partner initiatives enabled it to thrive in 2020 . Like many businesses , The Iconic says customer-centricity is at the heart of everything it does , but it truly walked the talk during the pandemic , with free workout programs and more relevant promotions and activities . These are just some of the reasons the marketplace took home the award for online store of the year .
Customercentricity is at the heart of everything it does , but it truly walked the talk during the pandemic .
What the judges said : “ Just a brilliant shopping experience . The quick moves into activewear and beauty during the pandemic , and the creation of the # stayhome category , were incredible — beautifully executed .” Rosanna Iacono , partner , The Growth Activists
46 | www . insideretail . com . au May 2021