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BizReport : Ecommerce archives : July 27, 2012

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.

by Helen Leggatt

webloyalty-logo.gifNew 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."

Tags: consumer behavior, ecommerce, mobile shopping, online shopping, research, shopping trends

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