Lefties, the low-cost chain belonging to the Inditex Group and which competes directly with the Irish brand Primark, has finally decided -in September 2020- to launch into the world of eCommerce. Thus, all the brands of the Spanish retail fashion giant remain operating in the ‘online’ sector.
During the Covid-19 pandemic, Lefties -which did not have an eCommerce channel at the time- enabled the well-known ‘Click&Collect’; a web functionality that allowed its customers to reserve items from the page itself and go to the store only to make the payment and pick up the item. The previous step to definitely launching into eCommerce.
In addition, taking into account the speed at which the company is growing, which had a turnover of 260 million euros in the 2018 financial year and which in the last three years has landed -successfully- in four new markets, currently being present in Spain, Portugal, Morocco, Tunisia, Dubai, Mexico, Russia, Qatar and Saudi Arabiaentering the world of eCommerce with his latest signature was, without a doubt, a pending task.
So, next, we will analyze the latest eCommerce launch of the Galician giant: Lefties.
Lefties, Inditex’s low cost firm: simple, elegant and stylish
The Lefties website is created with its customers in mind. Clients who define themselves by being interested in a simple fashion, stylish and trendy; just as it appears to be. In addition, surely to more than one of us, the page conveys a certain air of similarity with Zara: what we could call her older sister.
At the web structure level
At the web structure level, Lefties has a simple and usable website: with a slider on the Home page that changes with the latest news, such as seasonal collections, new releases or sales periods. In addition, on the left side of the site, always visible until the moment of entering the section, there is a menu divided into the different product categories: women, men, children, accessories and footwear.
Although it is true that, despite the fact that the web has an easy and usable structure, it has something that could be improved; that, to tell the truth, equally drag other brands of the group of fast-fashion: at the moment a user accesses the page, and wants to browse and see all the outputs of a collection, for example, he will not be able to do it continuously, but he will have to visit category by product category. That is, you will first see the category of dresses. Then the sweatshirts. Then the coats. And so continuously. Although it is true that the way in which it is established turns out to be much more orderly, it would not hurt to have the typical button of “See everything”.
In addition to the above, we can also mention the top finder available, which performs searches in various ways: either through keywords or directly with the product reference. Without a doubt, this last reading is frankly interesting when it comes to checking if products seen in the store are available on the web, without having to go crazy: take a picture with your mobile of the label of the product in the store and, in a matter of seconds , you can check on the website if it is also available online.
usability
On the other hand, at the product level -as expected-, it has a great variety that we cannot complain about. Particularly, when accessing each product as such, it offers information on size, reference, composition, care and availability in stores. Without a doubt, 100% complete. In addition, it adds the particularity of being able to share the product, directly, in (despite the fact that, at the moment, it only has buttons to share on Facebook, Pinterest, Twitter and send as an email). oh! And, as a good brand interested in the loyalty of its customers, it has a space enabled for registrations to its .
In terms of personalization and user service, it stands out for collecting the last products visited at the bottom of the site. In addition to having -for greater personalization- a user profile through which to make purchases, track orders and have a history of tickets, among other things. However, Lefties – like the rest of the Galician company’s brands – does not give the user the opportunity to make purchases without having previously registered: it should give the possibility of buying as a guest user.
Lefties online store: shipping, returns and payment methods
Regarding shipments, Lefties does not meet what is expected of a brand with an “inexpensive” image: it will only ship free of charge when the purchase amount exceeds €39. However, it has the possibility of collecting the product in the store completely free of charge; something that, despite the fact that it is a positive point for the brand, is still something that is already used by practically all retail firms; both from the Inditex Group and from others. Regarding the amount of shipping costs, it establishes different scales depending on the time that the user is willing to wait; €3.99 for standard shipping (3 to 5 days) and €5.99 for express shipping (1 to 2 days).
On the other hand, it allows two types of returns for online purchases. The first and most traditional: through Lefties establishments within a maximum period of 30 days from the moment of purchase. The second: at a delivery point, for which it will only be necessary to place a label that is generated automatically when requesting the return in the user profile. However, and as a not so positive aspect, returns of this type have a cost of €1.99, which will be deducted from the total amount of the return.
As for payment methods, we don’t have much to say; It has correct and varied options such as VISA, Mastercard, Affinity and PayPal.
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