multichannel report 2012 - emap · 2012. 9. 28. · multichannel report i sponsor foreword c...

Multichannel Report 2012

In association with

2

MultichannelRePORt I foreword

Welcome to Drapers’ first-ever Multichannel Report. With consumer shopping habits changing out of all proportion and more and more people hopping between channels before finally completing a purchase, fashion retailers are having to rapidly adjust their business models to gain a

footing in this new environment.There’s no doubt that the rise of multichannel has brought with it a wealth of

opportunities to gain deeper customer insight and to maximise sales, but it has also added a serious dose of complexity.

As such, understanding the now more complex and multi-faceted purchase journey of the multichannel consumer is key, and it is with this in mind that Drapers has produced this report.

We questioned more than 2,000 consumers on their attitudes to shopping by channel, and sought to identify their behaviour between channels, and how activity in one channel can have a domino-style effect on sales and interest in another.

The results have also been split by gender and age, and in particular demon-strate that new channel adoption is particularly prevalent among those aged 34 and under. This suggests that multichannel retailers should be investing across channels to reach out to younger generations.

Whether it’s shopping in-store, online, using a mobile, or even accessing a retailer’s website using an in-store kiosk or iPad, the results show that the difference between the physical and digital worlds is becoming increasingly blurred.

We hope that the following results help you to identify the behaviour of the multichannel consumer, and enable you to adjust your own strategy to better service the changing needs of your customers.

James Knowles, features writer, Drapers

‘Activity in one channel can have a domino-style effect on sales and interest in another’

In association with

Tel: 0207 000 0000 Email: [email protected] Web: www.drapersonline.com

3

MultichannelRePORt I sponsor foreword

W elcome to Drapers’ multichannel report. Multichannel fashion retailers have woken up to the need to offer a more seamless end-to-end shopping journey, with many in the industry now even calling for an omni-channel approach whereby busi-nesses view all channels as one, whatever customers choose

to do. Sitting in a room last week with representatives from some 30 clothing retailers during a preview of Drapers’ Multichannel Report survey results, I was struck by one thing more than any other – everyone there was trying new things. Everyone was learning continuously from their efforts, and there are as yet no rock-solid experts that can truly claim to know multichannel, or indeed omni-channel inside out. Everyone was there to see what everyone else is doing.

So whether it’s a click & collect service using convenience stores or post offices as drop-off/collection locations, or a virtual fitting room that helps to ensure the same, consistent, high-quality customer experience online and offline, you can be quite sure that someone else out there is already trying the ideas that you’re considering, and that there will be vendors, such as Fits.me, ready to go on your unique multichannel journey with you.

Enjoy the report. We hope you find something in it to apply to your business – whether that’s to reassure you, or inspire you.

Heikki Haldre, founder and chief executive, Fits.me

‘Everyone was learning from their efforts and there are as yet no rock-solid experts’

In association with

4


The key challenge for today’s fashion retailers is to ensure that their customers – whether they’re online, in-store or mobile – have a cohesive, consistent, joined-up shopping experience. That means looking at how we can intelligently apply today’s technology to blur, if not erase, the lines that separate traditional channel

commerce and delivery.We’re reaching the stage where it shouldn’t matter how a customer comes

to make a purchase – it’s all about being ready to deliver the goods and close the sale in a way that suits them. The message that comes through from the people who took part in this survey is that they still like the physical act of shopping in-store, but they’re open to having that experience enhanced by multichannel facilities, as long as they provide clear and immediate benefits – to the customer, not the marketing department.

The task now is for fashion retailers to break out of single channel silos, and look at their business (and brand) as a whole – making sure that they use tech-nology in a customer-friendly way to provide a seamless, engaging experience, no matter where it happens to start or finish.

We’re excited about what’s to come.

Alex Sbardella, head of mobile, Red Ant

‘It’s all about being ready to deliver the goods and close the sale in a way that suits them’

In association with

5


C ompanies must ensure their multichannel strategy and capabilities keep pace with increasing consumer demands. Knowing what your customers want is not enough – potential industry leaders need to be steering the way and exceed consumer expectations. This is why our survey is not just concerned with

what’s hot right now, but also where the market is likely to be going.Click & collect proved popular with our respondents, with more than a

quarter (26%) currently using this type of service. They also loved the idea of having in-store access to a retailer’s websites, with 60% in favour of this feature. It looks like multichannel is not only here to stay, but it is really taking off now. Retailers need to seize this opportunity and provide customers with a seamless shopping experience across all channels if they want to beat their rivals and stay ahead of the curve.

Social media sites are popular with many fashion brands. But are fans responding? More than two thirds of the people we surveyed said that social media does not impact on the way that they shop. However, on the bright side, 16% of people said they would be more inclined to visit a brand’s site if they saw a product that they liked on a social media platform. A further 7% would be more likely to make a mobile purchase and one in 10 people said something they saw on a social media site would encourage them to visit a retailer’s store.

Brands need to approach these channels with the right mindset, and not just follow the crowd. Stores on social media platforms have not yet proved themselves, but as perfect locations to create good feeling and loyalty for your brand among shoppers, these platforms are unparalleled.

Andrew Gilboys, vice president-EMEA, Demandware

‘It looks like multichannel is not only here to stay, but it is really taking off now’

In association with

6

MultichannelRePORt I methodology

D rapers has created this piece of research to help our readers understand how consumers want to engage with them across sales channels, and how they should be adjusting their own proposition to take into account the changing shopping habits of the multichannel consumer.

We’ve asked consumers who shop for clothing in stores, online, using mobile or tablet devices, or even social media platforms, what their attitudes are to each platform and how they use them.

Drapers commissioned OnePoll Research to carry out the survey, which took place in August 2012. This report details the responses of more than 2,000 surveyed consumers, and provides a representative split of UK adults. We have also segmented the answers by gender and age, with the latter offering a wealth of insight.

‘We’ve asked consumers who shop for clothing what their attitudes are to each platform’

In association with

7

MultichannelRePORt I executive summary

Drapers’ first Multichannel Report illustrates the fact that consumer shopping behaviour is undergoing a dramatic change, and that more and more people are buying from and engaging with their favourite retailers via multiple channels.

Making a success of multichannel hinges on fashion retailers understanding the end-to-end journey of their customers and how activity in one channel can stimulate sales or interest in another. Whether that’s shopping in store, online, using an in-store kiosk or iPad to access the online store, shop-ping with their mobile phones while on the move, or sharing products on social networking sites, channels that were once separate are now fusing together, and both large and small retailers need to readjust their propositions in order to engage with this new consumer.

While bricks-and-mortar remains the number one choice for fashion and foot-wear purchases (69%), retailers’ websites are not far behind (61%), and mobile is the favoured choice among 7%. Poor functionality remains a barrier to improved online sales though, with 48% of female shoppers hesitant to buy online because they can’t try garments on, and 45% reluctant because they can’t tell which size will give them the desired fit.

In particular, the research throws up some interesting insight into the demo-graphic split by age, with younger generations showing the greatest preference for new channels. For example, while 80% of over 55s and 69% of 45-54 year olds don’t use their mobile phones while out shopping, over 60% of those under 34 do. However, the way each age group uses their mobile devices differs. Those aged 25-34 years old (29%) are most likely to use their mobile devices to compare prices in store, while 18-24 year olds (18%) are most likely to access coupons, and browse fashion retailer’s websites (14%).

Although some retailers now accept mobile payments in stores, the concept has yet to really take root with consumers, with 61% against the idea. However, promisingly, 16% said they would use such a service and 22% are undecided. Again younger consumers are most in favour of mobile payments, with 27% of 18-24 year olds and 26% of 25-34 year olds, indicating they would use this service.

However, it’s not just the consumer’s own technology, such as mobile phones, being used in stores. Increasingly, more fashion retailers are rolling out kiosks and tablet or iPad devices across their branches, allowing consumers to access their online stores. While the research found that 44% of consumers haven’t seen an iPad or kiosk in stores and that 37% haven’t tried the devices, this is to be expected as iPads were only rolled out by a handful of fashion retailers last year.

To identify the potential for maximising online sales via a kiosk or tablet device

In association with

8

MultichannelRePORt I executive summary

within the store environment, we asked what consumers thought of retailers giving them access to their websites in stores. The response was broadly positive with 29% saying they thought it was a good idea as long as the products could be delivered/collected the next day, while 31% said kiosks or tablets were a good idea for retailers with additional products online. However, the interest among younger consumers really demonstrates the wealth of opportunity here. The survey found that 78% of 18-24 year olds think it’s a good idea, while 71% of 25-34 year olds, and 65% of 35-44 year olds are in favour of the service.

Initiatives such as email-based marketing drew a mixed response. The survey found that 24% of respondents/consumers will buy a product from the retailer online upon receipt of an email, while 17% will head into a store. However, 17% will research the product on another retailer’s website, and 32% take no action.

Fashion retailers have yet to fully realise the potential of social media plat-forms, the survey found. The majority (47%) do not use social networking sites to research or buy clothing and footwear, and a further 26% do not use social networking sites. However, 49% of those aged 18-24 and 46% of 25-34 year olds say the rise of social media has affected the way that they shop, while 36% and 39% respectively have accounts on the visually led pin-board website Pinterest.

Bridging the gap between social media and bricks-and-mortar stores, 21% would consider uploading pictures of themselves trying on outfits onto a social networking site for feedback from friends, while 3% already do this regularly. Responses to this question demonstrated the wide generational gap, with 94% of over 55s and 89% of 45-54 year olds saying they have never done this, compared to the younger ‘Facebook generation’, with 43% of under 34s saying they have.

Home delivery or in-store collection represents the final hurdle for many multichannel purchases, and getting this proposition right is vital for every retailer. Click & collect has been a big success on the high street and this was reflected in the findings. Females were more likely to have used the service (50%) compared to 38% of men. The service was also more popular with younger shop-pers, with 79% of 18-24 year olds and 82% of 25-34 year olds who would or already use the service. In contrast, 44% of over 55s were not interested in click & collect.

We also asked consumers what their prime concerns were regarding deliveries to their home, office, or a store. Free delivery came out on top at 57%, while free returns at 48% and quick delivery at 42% were also key.

These are just some of the findings from the survey in this report. These findings illustrate that consumer shopping habits are changing and that fashion retailers will need to invest in a coherent cross-channel strategy going forward. James Knowles, features writer, Drapers

In association with

In association with

9

MultichannelRePORt I results

0

20

40

60

80

100 ■ 100% in stores■ 90% in stores and 10% online■ 80% in stores and 20% online■ 70% in stores and 30% online■ 60% in stores and 40% online■ 50% in stores and 50% online■ 40% in stores and 60% online■ 30% in stores and 70% online■ 20% in stores and 80% online■ 10% in stores and 90% online■ 100% online

9.35%6.85%

14.15%

3.60% 5.25%2.90% 2.05% 2.80%

11.90%15.20%

25.95%

1a. What percentage of your clothing and footwear purchases in the past 12 months were made in stores compared to online?

In association with

10


Female Male0

20

40

60

80

100 ■ 100% in stores■ 90% in stores and 10% online■ 80% in stores and 20% online■ 70% in stores and 30% online■ 60% in stores and 40% online■ 50% in stores and 50% online■ 40% in stores and 60% online■ 30% in stores and 70% online■ 20% in stores and 80% online■ 10% in stores and 90% online■ 100% online

19.81%

9.62%

16.44%

7.69%

15.19%

4.52%6.92%

2.98% 2.79% 1.83%

12.21%

32.60%

9.06%

13.85%

5.94%

13.02%

2.60%3.44%2.81% 1.25%3.85%

11.56%

1b. What percentage of your clothing and footwear purchases in the past 12 months were made in stores compared to online? Split by gender

In association with

11


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

100% in stores

90% in stores and 10% online







100% online10% in stores and 90% online


0

20

40

60

80

100

20.3

4%

19.4

2%

16.4

1%

25.6

6%

35.8

0%

19.9

2%

10.5

0%13.6

8%

15.3

4%

16.7

8%

11.4

4%

17.0

6%

12.4

6%

11.8

0%

9.09

%

10.5

9%

8.92

%

13.6

8%

9.44

%

7.13

%

11.4

4%

6.56

%9.73

%

7.08

%

4.06

%

8.90

%

18.9

0%

13.3

7% 15.6

3%

13.0

1%

4.66

%

3.94

%

4.86

%

2.95

%

2.80

% 5.08

%

6.56

%

5.78

%

5.31

%

4.34

%

2.97

%

1.57

%3.95

%

3.24

%

2.94

%

2.97

%

2.36

%

2.43

%

1.77

%

1.54

%

1.69

% 4.20

%

3.65

%

1.77

%

2.52

%

1c. What percentage of your clothing and footwear purchases in the past 12 months were made in stores compared to online? Split by age

In association with

12


0

20

40

60

80

100 ■ Retailers’ stores■ Retailers’ websites■ Catalogues/Mail order■ Retailers’ mobile sites/apps■ Retailers’ call centres■ TV shopping channels■ Other

69.00%

61.25%

21.55%

6.95%

1.55% 3.10%6.40%

2a. Which of the following do you use to research and complete clothing and footwear purchases?

In association with

13


Female Male0

20

40

60

80

100 ■ Retailers’ stores■ Retailers’ websites■ Catalogues/Mail order■ Retailers’ mobile sites/apps■ Retailers’ call centres■ TV shopping channels ■ Other

70.58%68.37% 67.29%

53.54%

18.02%

6.67%1.67% 2.92%

7.19%

24.81%

7.21%

1.44%3.27%

5.67%

2b. Which of the following do you use to research and complete clothing and footwear purchases? Split by gender

In association with

14


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Retailers’ stores

Retailers’ websites

Catalogues/Mail order

Retailers’ mobile

sites/apps

Retailers’ call centres

TV shopping channels

Other0

20

40

60

80

100

65.6

8%

64.3

0%

62.3

1%

71.0

9% 74.6

9%

62.2

9%

63.5

2%66.8

7%

59%

58.1

8%

18.2

2%

23.3

6%

20.6

7% 23.0

1%

21.4

0%

11.4

4%

7.61

%

14.2

9%

5.01

%

2.66

%

4.24

%

1.57

%

2.74

%

0.29

%

0.70

% 2.54

%

2.10

%

1.82

%

3.54

%

4.20

% 6.78

%

6.04

%

5.78

%

7.37

%

6.29

%

2c. Which of the following do you use to research and complete clothing and footwear purchases? Split by age

In association with

15


0

20

40

60

80


40.30%37.90%

10.60%

4.20%1.65% 0.65%

4.70%

3a. Which of the following is your preferred channel for researching clothing and footwear purchases?

In association with

16


Female Male0

20

40

60

80


37.50%

3.27%

43.65%

1.35% 0.48%4.13%

43.33%

31.67%

11.67%

5.21%1.98% 0.83%

5.31%9.62%

3b. Which of the following is your preferred channel for researching clothing and footwear purchases? Split by gender

In association with

17


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Retailers’ stores



Retailers’ mobile

sites/apps



Other0

20

40

60

80

100

31.3

6%

32.5

5%

29.4

8%

44.8

4%

50.2

1%

38.1

4%

44.0

9%

37.6

9%

36.5

8%

35.2

4%

15.2

5%

13.6

5%

14.8

9%

5.90

% 7.69

%

6.78

%

4.20

%

10.0

3%

2.65

%

1.40

% 5.08

%

2.36

%

1.82

%

0.59

%

0.56

% 3.39

%

2.62

%5.47

% 8.26

%

4.20

%

0% 0.52

%

0.61

%

1.18

%

0.70

%

3c. Which of the following is your preferred channel for researching clothing and footwear purchases? Split by age

In association with

18


0

20

40

60

80


52.30%

28.95%

9.95%

3.35%1.05% 0.75%

3.65%

4a. Which of the following is your preferred channel for completing/paying for clothing and footwear purchases?

In association with

19

MultichannelRePORt results

Female Male0

20

40

60

80


53.65%

2.60%

30.67%

0.67% 0.38%3.37%

50.83%

27.08%

11.35%

4.17%1.46% 1.15%

3.96%8.65%

4b. Which of the following is your preferred channel for completing/paying for clothing and footwear purchases? Split by gender

In association with

20


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Retailers’ stores



Retailers’ mobile

sites/apps



Other0

20

40

60

80

100

29.2

4% 33.0

7%

32.8

3%

27.4

3%

25.5

9%

15.6

8%

12.3

4%14.2

9%

7.08

%

6.15

%

7.63

%

2.62

%

7.29

%

2.95

%

0.70

% 2.54

%

2.10

%

1.52

%

0% 0.28

%

0.42

%

1.05

%

0.91

%

0.88

%

0.56

% 2.97

%

2.62

%3.95

%

4.42

%

3.92

%

41.5

3%

46.1

9%

39.2

1%

57.2

3%

62.8

0%

4c. Which of the following is your preferred channel for completing/paying for clothing and footwear purchases? Split by age

In association with

21


0

20

40

60

80

100 ■ Buy clothes or shoes online from the retailer that sent the email■ Buy clothes or shoes in the stores of the retailer that sent the email■ Prompt you to research featured styles or products on other retailers’ websites■ Prompt you to research featured styles or products in other retailers’ stores■ None of the above■ I don’t ever receive emails from fashion retailers

24.10%

16.75% 17.15%

8.15%

32.45%

20.80%

5a. Do the emails you receive from fashion retailers make you do any of the following?

In association with

22


Female Male0

20

40

60

80

100 ■ Buy clothes or shoes online from the retailer that sent the email■ Buy clothes or shoes in the stores of the retailer that sent the email■ Prompt you to research featured styles or products on other retailers’ websites■ Prompt you to research featured styles or products in other retailers’ stores■ None of the above ■ I don’t ever receive emails from fashion retailers

26.63%

9.52%

19.42%

32.79%

15.48%

21.35%

13.85% 12.71%

6.67%

32.08%

26.56%21.25%

5b. Do the emails you receive from fashion retailers make you do any of the following? Split by gender

In association with

23


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Buy clothes or shoes online from the retailer that sent

the email

Buy clothes or shoes in the stores of the retailer that

sent the email

Prompt me to research featured styles or products on other retailers’ websites

Prompt me to research features styles or products

in other retailers’ stores

None of the above I don’t ever receive emails from fashion retailers

0

20

40

60

80

100

33.0

5%

31.2

3%

31.3

1%

20.6

5%

15.6

6%

21.6

1%

16.2

7%

24.9

2%

15.6

3%

12.1

7%

22.8

8%

16.0

1%

24.9

2%

15.0

4%

13.2

9%

11.0

2%

8.40

%

8.81

%

7.08

%

7.27

%

22.8

8%

30.4

5%

23.4

0%

36.2

8% 39.0

2%

16.9

5%

15.7

5%

13.9

8%

21.2

4%

27.6

9%

5c. Do the emails you receive from fashion retailers make you do any of the following? Split by age

In association with

24


0

20

40

60

80

100 ■ Yes, regularly■ Yes, I’ve tried it once or twice■ No, I haven’t tried it■ No, I have never seen this service■ No, I don’t visit clothing and footwear stores

3.45%

8.40%

36.90%

44.45%

6.80%

6a. Have you ever used an iPad or a kiosk in clothing or footwear retailers’ stores to look at or order products online?

In association with

25


Female Male0

20

40

60

80

100 ■ Yes, regularly■ Yes, I’ve tried it once or twice■ No, I haven’t tried it■ No, I have never seen this service■ No, I don’t visit clothing and footwear stores

3.37% 5%8.65%

49.42%

3.54%8.13%

40.52% 39.06%

8.75%

33.56%

6b. Have you ever used an iPad or a kiosk in clothing or footwear retailers’ stores to look at or order products online? Split by gender

In association with

26


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Yes, regularly Yes, I’ve tried it once or twice No, I haven’t tried it No, I have never seen this service No, I don’t visit clothing and footwear stores

0

20

40

60

80

100

4.24

%

4.72

%6.38

%

1.77

%

1.96

%

11.0

2%

10.2

4%13.3

7%

6.78

%

5.03

%

39.4

1%

38.5

8%

39.2

1%

38.3

5%

33.4

3%

39.4

1%

38.8

5%

35.2

6%

46.6

1%

52.3

1%

5.93

%

7.61

%

5.78

%

6.49

%

7.27

%

6c. Have you ever used an iPad or a kiosk in clothing or footwear retailers’ stores to look at or order products online? Split by age

In association with

27


0

20

40

60

80

100 ■ It’s a great idea as long as the products can be delivered/collected the next day■ It’s a great idea for retailers who have many more products available on their websites than they have in their stores■ I already look at their websites on my phone when I am in store■ I’d rather go home and order products myself online if they are not in stock■ I’m not interested in looking at or ordering products online when I’m in store■ None of the above

29.15%31.25%

6.85%

13.65%

27.15%

7.85%

7a. What do you think about fashion retailers giving you access to their websites while you are in their stores so that you can look at or order products they don’t have in stock?

In association with

28


Female Male0

20

40

60

80

100 ■ It’s a great idea as long as the products can be delivered/collected the next day■ It’s a great idea for retailers who have many more products available on their websites than they have in their stores■ I already look at their websites on my phone when I am in store■ I’d rather go home and order products myself online if they are not in stock■ I’m not interested in looking at or ordering products online when I’m in store■ None of the above

36.15%

29.42%25.67%

6.35% 4.81%

28.85%25.94%

7.40%10.73%

28.75%

11.15%16.35%

7b. What do you think about fashion retailers giving you access to their websites while you are in their stores so that you can look at or order products they don’t have in stock? Split by gender

In association with

29


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

It’s a great idea as long as the products can be

delivered/collected the next day

It’s a great idea for retailers who have many more

products available on their websites than they have in

their stores

I already look at their websites on my phone

when I am in store

I’d rather go home and order products myself online if

they are not in stock

I’m not interested in looking at or ordering products online when I’m in store

None of the above0

20

40

60

80

100

39.4

1%

29.4

0%

38.3

0%

27.1

4%

22.3

8%

39.8

3%

35.4

3%

32.2

2%

27.7

3%

27.4

1%

8.47

%

8.66

%

13.6

8%

4.42

%

3.36

%

13.5

6%

15.2

2%17.3

3%

15.0

4%

10.4

9%

10.5

9%

8.40

%

6.69

% 9.44

%

6.43

%

11.8

6%

18.6

4%

13.6

8%

26.8

4%

43.0

8%

7c. What do you think about fashion retailers giving you access to their websites while you are in their stores so that you can look at or order products they don’t have in stock? Split by age

In association with

30


0

20

40

60

80

100 ■ Yes, to look at fashion retailers’ websites■ Yes, to check prices online compared to what I have seen in the shops■ Yes, I’ve used discount vouchers/codes for fashion retailers sent to my mobile phone■ Yes, I’ve redeemed gift vouchers in fashion stores sent to my mobile phone■ Yes, I send pictures or messages to friends about products I’ve seen■ Yes, for other reasons■ No I do not use my phone while I’m out shopping■ No I do not have a mobile phone

14.45%

8.00%6.30% 5.00% 6.00%

3.65%

60.60%

8.35%

8a. Do you ever use your mobile phone in relation to products while you are out shopping for clothes or footwear?

In association with

31


Female Male0

20

40

60

80

100 ■ Yes, to look at fashion retailers’ websites■ Yes, to check prices online compared to what I have seen in the shops■ Yes, I’ve used discount vouchers/codes for fashion retailers sent to my mobile phone■ Yes, I’ve redeemed gift vouchers in fashion stores sent to my mobile phone■ Yes, I send pictures or messages to friends about products I’ve seen■ Yes, for other reasons■ No I do not use my phone while I’m out shopping■ No I do not have a mobile phone

8.94% 7.88% 5.87% 5.58% 5.87%

11.54%6.77% 6.15%4.38%

8.85%

56.67%

4.06%6.98%

64.23%

3.27%

17.60%

8b. Do you ever use your mobile phone in relation to products while you are out shopping for clothes or footwear? Split by gender

In association with

32


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Yes, to look at fashion retailers’ websites

Yes, to check prices online compared to what I have seen in

the shops

Yes, I’ve used discount

vouchers/codes for fashion retailers sent to my mobile phone

Yes, I’ve redeemed gift vouchers in

fashion stores sent to my mobile phone

Yes, I send pictures or messages to friends about products I’ve

seen

Yes, for other reasons

No I do not use my phone while I’m out

shopping

No I do not have a mobile phone

0

20

40

60

80

100

22.4

6%

17.5

9%

29.1

8%

7.96

%

6.43

%

18.2

2%

8.92

%

13.3

7%

6.19

%

3.50

%

11.4

4%

6.56

%

12.7

7%

4.72

%

2.24

%

9.32

%

6.30

%10.0

3%

3.83

%

1.12

%

9.75

%

8.14

%

8.21

%

5.31

%

2.94

%

4.24

%

1.57

%

3.04

%

4.13

%

4.62

%

35.1

7%

54.3

3%

34.9

5%

68.7

3%

80.2

8%

13.9

8%

9.45

%11.5

5%

6.49

%

4.34

%

8c. Do you ever use your mobile phone in relation to products while you are out shopping for clothes or footwear? Split by age

In association with

33


0

20

40

60

80

100 ■ Yes■ No■ I don’t know

16.44%

61.17%

22.39%

9a. Would you like to be able to use your mobile phone to pay for fashion purchases in-store without having to go to a till? (Choose one only.)

In association with

34


Female Male0

20

40

60

80

100■ Yes■ No■ I don’t know

16.87%

62.60%

20.54%15.98%

59.61%

24.41%

9b. Would you like to be able to use your mobile phone to pay for fashion purchases in-store without having to go to a till? (Choose one only.) Split by gender

In association with

35


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Yes No I don’t know0

20

40

60

80

100

26.5

5%

19.1

5%

25.8

6%

9.48

%

10.5

3%

45.1

3%

53.1

9%

42.9

9%

70.3

4%

75%

28.3

2%

27.6

6%31.1

5%

20.1

8%

14.4

7%

9c. Would you like to be able to use your mobile phone to pay for fashion purchases in-store without having to go to a till? (Choose one only.) Split by age

In association with

36


0

20

40

60

80

100 ■ Yes, I use these services often■ Yes, I use these services occasionally■ Yes, I’ve tried click & collect■ I haven’t tried click & collect yet, but I will■ I’m not interested in using click & collect services for clothes and footwear

7.70%

17.90%19.25%

23.70%

31.45%

10a. Have you ever used a click & collect service to order clothes or footwear online that you then collect from a store or collection point? (Choose one only.)

In association with

37


Female Male0

20

40

60

80

100 ■ Yes, I use these services often■ Yes, I use these services occasionally■ Yes, I’ve tried click & collect■ I haven’t tried click & collect yet, but will■ I’m not interested in using click & collect services for clothes and footwear

21.44%

9.62%

19.42%

25.77%23.75%

5.63%

19.06%23.65%

37.60%

14.06%

10b. Have you ever used a click & collect service to order clothes or footwear online that you then collect from a store or collection point? (Choose one only.) Split by gender

In association with

38


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Yes, I use these services often

Yes, I use these services occasionally

Yes, I’ve tried click & collect

I haven’t tried click & collect yet, but will

I’m not interested in using click & collect services for

clothes and footwear

0

20

40

60

80

100

8.05

% 10.5

0%12.4

6%

5.90

%

4.76

%

19.0

7% 22.5

7%

22.1

9%

16.5

2%

13.7

1%

29.6

6%

19.6

9%

26.4

4%

17.7

0%

13.0

1%

22.0

3%

22.5

7%

20.9

7%

25.9

6%

25.0

3%

21.1

9% 24.6

7%

17.9

3%

33.9

2%

43.5

0%

10c. Have you ever used a click & collect service to order clothes or footwear online that you then collect from a store or collection point? (Choose one only.) Split by age

In association with

39


0

20

40

60

80

100 ■ I can try on products I’ve ordered online in-store■ It’s more convenient to collect items than have them delivered■ I like visiting a store knowing items are reserved for me■ I’d rather products were delivered to my home■ I don’t like ordering or paying for items online■ I don’t have access to the internet at home■ None of the above

31.22%

43.03%

30.21%

18.62%

3.68%0.78%

3.90%

11a. What do you think about using click & collect services for clothing and footwear purchases?

In association with

40


Female Male0

20

40

60

80

100 ■ I can try on products I’ve ordered online in-store■ It’s more convenient to collect items than have them delivered■ I like visiting a store knowing items are reserved for me■ I’d rather products were delivered to my home■ I don’t like ordering/paying for items online■ I don’t have access to the internet at home■ None of the above

33.71%

19.62%

42.48%

3.24%0.76%

4.19%

27.69%

17.20%

30.38%

4.30%0.81%

3.49%

43.82%

30.10%

11b. What do you think about using click & collect services for clothing and footwear purchases? Split by gender

In association with

41


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

I can try on products I’ve ordered online

in-store

It’s more convenient to collect items than have

them delivered

I like visiting a store knowing items are

reserved for me

I’d rather products were delivered to my home

I don’t like ordering/paying for

items online

I don’t have access to the internet at home

None of the above

0

20

40

60

80

100

41.7

9%

41.7

9%43.2

8%

44.1

2%

44%

25.3

7%

25.8

7%29.3

5%

30.1

5%

37.7

8%

23.8

8% 28.3

6%

16.4

2%

13.2

4%

12%

6.72

%

5.47

%

2.99

%

2.21

%

1.78

%

2.24

%

0%1% 0.74

%

0.44

% 4.48

%

2.49

%

2.99

%

3.68

% 5.78

%

27.6

1%

23.3

8%

34.3

3%

26.4

7%

40.4

4%

11c. What do you think about using click & collect services for clothing and footwear purchases? Split by age

In association with

42


12. On a scale of 1-5, where 1 is not convenient at all, and 5 is very convenient, please rate the following in order of how convenient they are to find clothes/shoes that you like.

1 2 3 4 5 Don’t know

A website on a desktop or laptop computer 14.10% 8.65% 14.90% 19.95% 34.80% 7.60%

A website or app on a tablet 22.25% 11.50% 18.55% 13.85% 12.70% 21.15%

A mobile app 25.15% 13.85% 19.65% 11.35% 9.30% 20.70%

In the store 9.75% 7.80% 17.30% 21.90% 36.95% 6.30%

Over the phone 33.65% 18.75% 18.60% 8.40% 6.80% 13.80%

With a personal shopper 30.35% 13.40% 14.55% 7.90% 6.90% 26.90%

In association with

43


0

20

40

60

80

100 ■ Share photos of items/outfits■ Share products and shopping links■ Ask for fashion advice■ Discuss trends■ Follow blogs■ Follow magazines■ None – I don’t use them for this purpose■ Not applicable – I am not on social networking sites■ Other

6.20% 6.25% 7.45% 7.75%5.10% 5.00%

47.00%

26.20%

1.25%

13a. How do you use social networks sites to shop/research fashion?

In association with

44


Female Male0

20

40

60

80

100 ■ Share photos of items/outfits■ Share products and shopping links■ Ask for fashion advice■ Discuss trends■ Follow blogs■ Follow magazines■ None – I don’t use them for this purpose■ Not applicable – I am not on social networking sites ■ Other

7.88% 6.06%6.73% 5.38% 6.25%

48.46%

25%

5.73% 6.67%9.58%

4.79% 3.65%

45.42%

27.50%

1.98%4.38%

0.58%

8.17%

13b. How do you use social networks sites to shop/research fashion? Split by gender

In association with

45


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Share photos of items/outfits

Share products and shopping links

Ask for fashion advice

Discuss trends Follow blogs Follow magazines None – I don’t use them for this

purpose

Not applicable – I am not on social networking sites

Other0

20

40

60

80

100

12.7

1%

7.35

%11.2

5%

5.01

%

1.68

%

11.8

6%

6.30

%

11.5

5%

3.83

%

3.08

%

12.7

1%

7.87

%

13.6

8%

6.19

%

3.22

%

15.2

5%

11.0

2%

11.5

5%

5.60

%

2.80

%

12.2

9%

5.77

%8.51

%

4.13

%

1.26

%

11.8

6%

4.20

%6.38

%

5.31

%

2.38

%

41.9

5%

49.6

1%

43.1

6%

46.9

0% 49.0

9%

9.32

%

19.6

9%

10.0

3%

29.7

9%

40.9

8%

2.12

%

1.05

%

2.74

%

1.18

%

0.42

%

13c. How do you use social networks sites to shop/research fashion? Split by age

In association with

46


0

20

40

60

80

100 ■ Yes, regularly■ Yes, I’ve tried it once or twice■ No, but I would consider it/think it’s a good idea■ No, I wouldn’t do this – I don’t like the idea

3.30%

9.25%

21.00%

66.45%

14a. Do you, or would you, use your mobile or an iPad to help you decide on a potential outfit choice in-store by uploading a photo onto a social networking site to get instant feedback from friends?

In association with

47


Female Male0

20

40

60

80

100 ■ Yes, regularly■ Yes, I’ve tried it once or twice■ No, but I would consider it/think it’s a good idea■ No, I wouldn’t do this – I don’t like the idea

9.13%

2.79%

22.31%

65.77%

3.85%

9.38%

19.58%

67.19%

14b. Do you, or would you, use your mobile or an iPad to help you decide on a potential outfit choice in-store by uploading a photo onto a social networking site to get instant feedback from friends? Split by gender

In association with

48


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Yes, regularly Yes, I’ve tried it once or twice

No, but I would consider it/think it’s a good idea

No, I wouldn’t do this - I don’t like the idea

0

20

40

60

80

100

6.36

%

2.62

%4.86

%

3.24

%

1.96

%

15.6

8%

10.5

0%

16.4

1%

8.26

%

3.64

%

25.8

5%

26.7

7%

27.3

6%

19.7

6%

13.9

9%

52.1

2%

60.1

0%

51.3

7%

68.7

3%

80.4

2%

14c. Do you, or would you, use your mobile or an iPad to help you decide on a potential outfit choice in-store by uploading a photo onto a social networking site to get instant feedback from friends? Split by age

In association with

49


0

20

40

60

80

100

■ Yes I use Pinterest to research clothes, pin the ones that I love to my board, and then often click-through to make the final purchase on a brand’s website■ Yes I use Pinterest to research clothes, and pin the ones that I love to my board. However, I don’t often click-through to a brand’s website to purchase, I use it purely for inspiration■ I have a Pinterest account, but I do not pin fashion items■ I don’t use Pinterest

2.25%

8.75% 9.55%

79.45%

15a. Pin-board website Pinterest is becoming increasingly popular for fashion fans. Do you use the website to research fashion purchases?

In association with

50


Female Male0

20

40

60

80

100

■ Yes I use Pinterest to research clothes, pin the ones that I love to my board, and then often click-through to make the final purchase on a brand’s website■ Yes I use Pinterest to research clothes, and pin the ones that I love to my board. However, I don’t often click-through to a brand’s website to purchase, I use it purely for inspiration■ I have a Pinterest account, but I do not pin fashion items ■ I don’t use Pinterest

1.92%

9.62%7.40%

81.06%

2.60%7.81%

11.88%

77.71%

15b. Pin-board website Pinterest is becoming increasingly popular for fashion fans. Do you use the website to research fashion purchases? Split by gender

In association with

51


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Yes I use Pinterest to research clothes, pin the ones that I love to my board, and then

often click-through to make the final purchase on a brand’s website

Yes I use Pinterest to research clothes, and pin the ones that I love to my board.

However, I don’t often click-through to a brand's website to purchase, I use it purely

for inspiration

I have a Pinterest account, but I do not pin fashion items

I don’t use Pinterest0

20

40

60

80

100

5.08

%

1.05

%4.56

%

2.06

%

0.98

%

11.8

6%

9.97

%

19.4

5%

5.90

%

3.50

%

19.0

7%

11.8

1%13.9

8%

7.08

%

4.34

%

63.9

8%

77.1

7%

62.0

1%

84.9

6%

91.1

9%

15c. Pin-board website Pinterest is becoming increasingly popular for fashion fans. Do you use the website to research fashion purchases? Split by age

In association with

52


0

20

40

60

80

100 ■ If I have seen a product highlighted via social media I am likely to visit the store■ If I have seen a product highlighted via social media I am likely to visit the brand’s website■ If I have seen a product highlighted via social media I am likely to follow the link and purchase using my mobile■ If I have seen a product highlighted via social media I am likely to read comments posted by other users before deciding what to do■ None of the above, they don’t affect my shopping behaviour

9.60%

16.23%

7.30%5.88%

67.82%

16a. Which of the following effects have social media sites had on your shopping behaviour?

In association with

53


Female Male0

20

40

60

80

100 ■ If I have seen a product highlighted via social media I am likely to visit the store■ If I have seen a product highlighted via social media I am likely to visit the brand’s website■ If I have seen a product highlighted via social media I am likely to follow the link and purchase using my mobile■ If I have seen a product highlighted via social media I am likely to read comments posted by other users before deciding what to do■ None of the above, they don’t affect my shopping behaviour

10.49%6.01%

17.90%

8.75%5.31%

68.58%

8.61%

67.14%

14.35%

6.39%

16b. Which of the following effects have social media sites had on your shopping behaviour? Split by gender

In association with

54


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

If I have seen a product highlighted via social media I am

likely to visit the store


likely to follow the link and purchase using my mobile

If I have seen a product highlighted via social media I am likely to visit the brand’s website


likely to read comments posted by other users before deciding what

to do

None of the above, they don’t affect my shopping behaviour

0

20

40

60

80

100

15.8

1%

9.45

%

13.5

1%

9.24

%

4.02

%

27.4

4%

16.9

4%

23.3

1%

12.6

1%

7.09

%

11.1

6%

7.49

%

12.1

6%

4.62

%

3.31

%

11.6

3%

7.49

%

6.76

%

2.94

%

2.84

%

50.7

0%

64.1

7%

54.0

5%

73.5

3%

85.5

8%

16c. Which of the following effects have social media sites had on your shopping behaviour? Split by age

In association with

55


0

20

40

60

80

100 ■ Free delivery■ Quick delivery■ Reliable delivery comes first. I’m happy to wait longer, and even pay more, as long as I get it when they say I will■ If I’ve bought something special, I want the delivery method and the presentation of the package to feel special too■ A range of delivery and collection options in terms of timing and delivery address■ Free returns■ A range of returns options■ Other■ None – I have not ordered online

56.90%

42.45%

20.85%

8.55%

23.30%

47.85%

17.20%

1.50%

11.60%

17a. When something that you’ve ordered online arrives at your home, office, in-store, or secure collection point, what are your prime concerns?

In association with

56


Female Male0

20

40

60

80

100 ■ Free delivery■ Quick delivery■ Reliable delivery comes first. I’m happy to wait longer, and even pay more, as long as I get it when they say I will■ If I’ve bought something special, I want the delivery method and the presentation of the package to feel special too■ A range of delivery and collection options in terms of timing and delivery address■ Free returns■ A range of returns options ■ Other■ None – I have not ordered online

65.10%

27.12%

9.33%

47.60%

56.73%

20%

7.88%

1.25%

48.02%

36.88%

24.38%

7.71%

19.17%

38.23%

14.17%

1.77%

15.63%17.60%

17b. When something that you’ve ordered online arrives to your home, office, in-store, or secure collection point, what are your prime concerns? Split by gender

In association with

57


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Free delivery Quick delivery Reliable delivery comes first. I’m happy to wait

longer, and even pay more, as long

as I get it when they say I will

If I’ve bought something special, I want the delivery

method and the presentation of the

package to feel special too

A range of delivery and collection

options in terms of timing and delivery

address

Free returns A range of returns options

Other None – I have not ordered online

0

20

40

60

80

100

52.9

7%

54.5

9%

56.2

3%

54.8

7%

60.7

0%

42.8

0% 45.4

1%

41.9

5%

38.3

5%

42.9

4%

22.4

6%

23.1

0%

23.7

1%

18.8

8%

18.7

4%

14.4

1%

8.14

%10.9

4%

7.96

%

6.01

%

23.7

3%

24.1

5%

20.6

7%

25.3

7%

22.9

4%

12.7

1%

16.8

0%

13.9

8% 17.7

0% 20.1

4%

1.69

%

0.52

%

0.91

%

2.06

%

1.96

%

8.05

%

8.66

%

5.17

%

12.3

9%

16.9

2%

38.9

8%

47.7

7%

38.3

0%

48.9

7%

54.6

9%

17c. When something that you’ve ordered online arrives to your home, office, in-store, or secure collection point, what are your prime concerns? Split by age

In association with

58


0

20

40

60

80


14.05%

59.35%

26.60%

18a. Would you like the stores you shop with to use the data they capture about you – such as name, age, etc – via their stores, websites, loyalty cards, home catalogues, to give you a more personalised shopping experience based on your past product preferences?

In association with

59


Female Male0

20

40

60

80


14.52% 13.54%

60.38%58.23%

28.23%25.10%

18b. Would you like the stores you shop with to use the data they capture about you – such as name, age, etc – via their stores, websites, loyalty cards, home catalogues, to give you a more personalised shopping experience based on your past product preferences? Split by gender

In association with

60


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Yes No I don’t know0

20

40

60

80

100

19.0

7%

15.7

5%

17.0

2%

13.5

7%

10.3

5%

47.4

6%

56.6

9%

49.2

4%

60.7

7%

68.6

7%

33.4

7%

27.5

6%

33.7

4%

25.6

6%

20.9

8%

18c. Would you like the stores you shop with to use the data they capture about you – like name, age, etc – via their stores, websites, loyalty cards, home catalogues, to give you a more personalised shopping experience based on your past product preferences? Split by age

In association with

61


0

20

40

60

80

100 ■ I don’t like having to wait for delivery■ I find returning unwanted clothes difficult/inconvenient■ I am unable to try on the clothes before buying■ I am unable to tell which size will give me the fit I want■ I find delivery costs too high■ I prefer traditional high street/shopping centre shopping■ I can’t check the quality of clothes■ Other■ Nothing – I buy all my clothes online

21.45%

33.65%

44.20%

37.85%

26.20%

20.50%

34.30%

4.65%6.70%

19a. What stops you from buying more clothes online?

In association with

62


Female Male0

20

40

60

80

100 ■ I don’t like having to wait for delivery■ I find returning unwanted clothes difficult/inconvenient■ I am unable to try on the clothes before buying■ I am unable to tell which size will give me the fit I want■ I find delivery costs too high■ I prefer traditional high street/shopping centre shopping■ I can’t check the quality of clothes■ Other■ Nothing – I buy all my clothes online

23.27%

44.71%

35.96%33.37%

20.10%

34.90%

19.48%

31.15%

39.69%

30.42%

18.44%20.94%

33.65%

7.60%5.42%3.94% 5.87%

48.37%

19b. What stops you from buying more clothes online? Split by gender

In association with

63


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

I don’t like having to wait for delivery

I find returning unwanted clothes

difficult/inconvenient

I am unable to try on the clothes before buying

I find delivery costs too high

I am unable to tell which size will give

me the fit I want

I prefer traditional high street/shopping

centre shopping

I can’t check the quality of clothes

Other Nothing – I buy all my clothes online

0

20

40

60

80

100

33.9

0%

22.5

7%

24.3

2%

17.9

9%

17.0

6%

39.4

1%

35.7

0%

36.7

8%

29.5

0% 31.1

9%

44.0

7%

35.7

0%38.9

1%

45.1

3%

50.7

7%

37.7

1%

33.8

6%

31.6

1%

36.2

8%

43.6

4%

30.0

8%

28.6

1%

26.4

4%

22.1

2% 25.4

5%

16.1

0%

14.1

7%

11.5

5%

15.6

3%

31.7

5%

23.7

3% 26.5

1%

21.8

8%

33.0

4%

48.2

5%

3.39

%

4.20

%

2.43

% 5.60

%

5.87

% 6.36

%

7.61

%

5.78

%

6.78

%

6.71

%

19c. What stops you from buying more clothes online? Split by age

In association with

64


0

20

40

60

80

100 ■ Actual photographs of the garment■ The ability to zoom in on images■ Video of the garment■ Reviews and ratings■ Size measurements of the garment■ Size chart■ Images of a garment on a mannequin that is your exact body size and shape■ A properly detailed description of each garment■ Other■ None – I do not shop online

37.45%

43.50%

20.35%

33.35%36.15%

29.25%

24.80%

30.15%

4.65%

14.35%

20a. What functionality on a clothing retailer’s website would help you decide to buy?

In association with

65


Female Male0

20

40

60

80

100 ■ Actual photographs of the garment■ The ability to zoom in on images■ Video of the garment■ Reviews and ratings■ Size measurements of the garment■ Size chart■ Images of a garment on a mannequin that is your exact body size and shape■ A properly detailed description of each garment■ Other■ None – I do not shop online

41.63%

47.88%

23.75%

40.38%

31.54%

41.73%

31.35%34.71%

4.23%

9.90%

32.92%

38.75%

16.67%

25.73%30.10%

17.71%

26.77%

5.10%

25.21%

19.17%

20b. What functionality on a clothing retailer’s website would help you decide to buy? Split by gender

In association with

66


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Actual photographs

of the garment

The ability to zoom in on

images

Video of the garment

Size measure-

ments of the garment

Reviews and ratings

A properly detailed

description of each garment

Images of a garment on a

mannequin that is your exact body size and

shape

Size chart Other None – I do not shop online

0

20

40

60

80

100

41.1

0%

39.3

7%

37.9

9%

37.4

6%

34.9

7%

42.8

0% 46.9

8%

46.2

0%

45.4

3%

39.7

2%

22.4

6%

19.6

9%

20.6

7%

22.1

2%

19.0

2%

36.4

4%

35.4

3%

35.5

6%

36.5

8%

28.6

7%

33.9

0%

32.5

5%34.9

5%

34.8

1%

40%

31.7

8%

29.6

6%

24.6

2% 27.1

4%

31.3

3%

26.6

9%

25.2

0%

21.8

8%

22.4

2%

26.4

3%

3.81

%

4.20

%

3.95

% 6.19

%

4.76

%

5.93

% 9.45

%

5.17

%

17.1

1%

22.6

6%

22.0

3%

26.5

1%

22.4

9%

30.6

8%

38.0

4%

20c. What functionality on a clothing retailer’s website would help you decide to buy? Split by age

multichannel report 2012 - emap · 2012. 9. 28. · multichannel report i sponsor foreword c...

Documents