News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
It takes 7 times longer to shop for fashion today than in 2002
Ten years ago the shopping process to find and bag up an outfit took half a day. Today, consumers take almost three and a half days to complete the same process, thanks to mobile and Internet technology.
New research by retail analysts Conlumino for Webloyalty UK reveals that the shopping process - that is from browsing to receipt of goods - has lengthened considerably.
What once took half a day trawling the mall now takes 3.4 days, 34% more time, as shoppers are faced with an ever-increasing choice of destinations online and via mobile channels.
However, not all parts of the shopping process are taking longer. The study revealed that the processes of research, purchasing and collection are actually taking less time than they did a decade ago as more happens via online and mobile channels.
Unsurprisingly, it is browsing that has pushed up the total shopping process length. Shoppers now spend half an hour longer browsing for fashion than they did in 2002 thanks to the choice and ability to compare prices and find the best deal. Purchasing remotely also means time is spent waiting for items to be delivered.
Over 90% of shoppers now use two or more channels when making a fashion purchase. As consumers jump from one shopping channel to another, they may leave a day or two between resuming the shopping process, further protracting the exercise.
According to Guy Chiswick, Managing Director of Webloyalty UK, it is that lengthier shopping process makes it even more vital that retailers stay connected with consumers, particularly between those gaps between each phase of the purchase process.
"Engaging with shoppers throughout the whole purchase process is vital," said Chiswick. "Email updates, information on next seasons trends or targeted offers to customers between 'click' and 'collect' will all make a difference."
- Consumers rate email as most relevant and accurate of all channels
- Research: Silver surfers feel undervalued by retailers
- Global PC sales fall for sixth consecutive quarter
- Releases evaluate content, make file sharing simpler
- Responsys: Mobile pushing conversions
- How to build loyalty through games
- Weekend Shopping Roundup: Mobile hot, social is not
- Top 3 tips to improve SMB security
Featured White Papers
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...
- 10 Tips to Make your Facebook Content Newsfeed-Worthy
There's only one surefire way to reach the heart of your Facebook Fans: the newsfeed. And for brands, that means...
- Benefits of Web Self-Service
Customers want to solve their issues quickly and easily on the Web. Here we provide 3 recommended capabilities to invest...
- Google Hummingbird - The Marketer's Guide
Hummingbird is the most dramatic change that the Google search algorithm has seen in well over a decade....
- Worksheet: Are You Ready for Marketing Automation?
Use this worksheet to determine if your company is ready to use marketing automation. Regardless of your score, there's good...
- Wiley's Modern Marketing Book Bundle - A Free 163 Page Sampler
This Wiley e-book bundle includes selected materials from 6 recently published titles in Wiley's expansive catalog of titles. The material...
- 5 Recurring Revenue Growth Secrets
Your existing customers are the lifeblood of your business and the revenue that they provide is your most profitable. Why...