5 Shocking Discoveries About How People Shop For Clothes



1. Most Shopping Trips Are Single Channel

Consumers are typically thought to combine store visits and online interactions during their shopping journeys. However, while omni-channel shopping is always growing, one study suggests that 83% of shopping trips still only happen within a single channel, which is overwhelmingly in favour of traditional stores, which currently account for almost 80% of apparel purchases today.

Online stores typically have a large variety of data on their shoppers due to ads while browsing, giving companies an idea of what their consumers are more interested in — from their tastes, as indicated by previous purchases, to demographic information and preferences. In a physical store, however, a sales associate’s job to try and pinpoint what a shopper’s tastes may be in real time, without any prior knowledge.

2. Consumers Buy More When They Purchase Online

According to research, shopping trips concluding in online purchases have baskets that are 25% larger, on average. Even more interestingly, research also discovered that when someone first visits a physical store and then purchases online, the effect is even more pronounced: Baskets are 64% larger.

So, why is this? Well, one reason why shoppers tend to shop more is simply because of free shipping costs often being included with a minimum basket size or cost bracket, meaning customers are often more inclined to select extra items to reach this threshold in order to cash in on the benefit. Another is the greater product range available online without the need to carry inventory in a prime-location store. Moreover, it is relatively easy to create impulse purchases online from information gathered about the shopper and to incentivise larger basket sizes.

3. Online Shopping Takes Longer Than In-Store Shopping

According to research, consumers actually take more time when online shopping than when shopping in physical stores, and are more tempted to visit other stores additionally. In fact, an incredible 57% of shopping trips that result with an online purchase begin with a consumer either first looking at another website (29%), visiting a physical store (15%), or both (13%) before ultimately choosing to go through with their transaction online.

So what exactly does this mean? Well, it ultimately results in online shoppers doing a lot of comparison in-store that result in online purchases.

4. Shoppers Are Spending Higher At Brand Stores And Websites Than In Multi-Brand Stores

According to research, brand name stores and websites generate revenues 86% higher than purchases of those same brands elsewhere. Interestingly, a specific store or website may make a brand feel more valuable, high-end and stand out more to customers, which as a result play a huge part in inducing them to spend more than they would otherwise.

5. Shoppers Are More Often Than Not Happy To Re-Buy The Same Or A Similar Item

Fast fashion has now more than ever before become a huge drawcard for apparel manufacturer and brands globally, but many customers are simply looking to replace an item they already have, or buy an additional piece they already have in alternate colours or sizes. This is especially true in the area of intimates and generalised basics, but also in fashion, where the aim of 83% of shopping trips is repeat purchases.

Repurchasing of products is generally thought to be made easier for customers through promotions on similar items, which are tailored to the customers individually through on-site advertising, reminders when a product likely needs to be replaced, and even subscription and/or membership services, which are popular particularly with youth when accompanied by some type of rewards or point system. To get to know customers better, brands typically encourage customers to go online during trips to physical stores and to comment on products through apps, or to use certain discount codes, or to buy during particular holidays for point rewards and “special” gifts with each order.

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