News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
6 in 10 UK shoppers won't buy clothing online unless returns are free
An important part of shopping for clothing is trying on items to make sure they fit. UK online shoppers believe this should also be an option when purchasing items via the Internet.
Research from a UK virtual fitting room company, Fits.me, involving 1,000 UK consumers, found that 60% won't purchase clothing online if a retailer does not offer free returns.
"Consumers don't trust the sizing information they see online, and with good reason: there are no universal sizing standards, and sizing may vary considerably even within a single retailer," says Heikki Haldre, founder and chief executive of Fits.me.
Of those returning unwanted items the main reasons cited were ill-fitting garments (43%), feel of the fabric (25%) and style of the garment (15%).
To get around the problem, many online shoppers (41%) are ordering multiple sizes for one item and returning those that don't fit. This costs retailers offering free returns a lot of money, not only in postage but in re-warehousing and, possibly, discounting for resale.
The answer could lie in virtual fitting rooms. A recent study of conversions and returns at shirt-maker Hawes and Curtis, who use Fits.me's technology, showed that its virtual fitting room was responsible for an improvement in conversion rates of 57% for first-time customers, and a 35% fall in its overall garment return rates.
Earlier this year, Fits.me revealed the findings of a survey that found trying on clothes in store fitting rooms was becoming less attractive. Consumers cited tiny fitting rooms, queues and embarrassment as the main reasons they'd prefer to try on clothing at home.
"It's certainly true that more and more people are shopping online, where it's impossible for shoppers physically to try on clothes for fit," said Haldre. "This is forcing retailers to look at new solutions in which the fitting room has been re-imagined for the online world: these include virtual reality, personal style assistants, augmented reality, avatars and Fits.me's own robotic mannequins that take on the exact shape and size of the shopper."
- Survey: Online, offline shopping experiences 'merging'
- Message Systems flips email to up engagement
- Marketers beware - research your target market or risk stereotyping
- Google: U.S government user data requests up 250% since 2009
- Survey reveals general reluctance to pay for online content and apps
- Report: Online communities growing in importance
- Survey: Consumers want to share product details with friends
- PageFair: Adblocking Goes Mainstream
Featured White Papers
- Why the Smartest Marketers Have External Writing Teams
Do you want to see why marketers are outsourcing their writing? Read this white paper to learn how external writers...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...
- The Social Hunger: Why Your Audience Feasts on Social Integration
For the past few years, marketers have 'woken up' to consumers who have the power to express their views anytime...
- The 8 Critical Metrics for Measuring App User Engagement
Measuring and optimizing for the right engagement metrics is the key to attaining and keeping users. Whether your business model...