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Customer insights from Drapers Multichannel Report

Download Drapers’ fourth annual Multichannel Customer Insight Report for free.

Drapers multichannel report 2017 page 1

Drapers multichannel report 2017 page 1

Putting the customer at the heart of business strategies is no new thing for most retailers, but it has never been so important as in the current industry climate. As the industry goes through this transition period following the Brexit vote, retailers are tackling the challenges of having a multichannel business combined with changing consumer habits.

It is with this in mind that we bring you the 2017 edition of Drapers Multichannel Consumer Insight report, sponsored by K3 and Attraqt. We asked more than 2,000 UK consumers more than 60 questions on online and in-store shopping, use of mobile and tablet, social media, personalisation, and delivery and returns.

At the roundtable where we unveiled the report, many retailers in attendance said that it reassured them that their multichannel strategies are aligned with customers’ expectations. However, there were some unexpected findings – one was that, overall, stores are still the most popular shopping channel.

Another interesting point was around the use of technology in stores. While more than half of those surveyed said that they would use technology if it helped them to select the right products or made the trip faster and easier, a third pointed out that they would still prefer to be served by people, not robots, and others avoid technology as they find it too complicated, or never had the opportunity to use it. The findings highlight that customer service should be supported by great technology to provide a seamless multichannel experience.

In terms of social media, despite the buzz around influencers, a very small percentage of consumers (around 5%) said it motivates them to buy clothes. Facebook and Instagram were the most popular channels to browse fashion. When I first started writing about fashion ecommerce several years ago, Twitter was the channel retailers focused on, but it now seems to be predominantly a customer service channel to respond to complaints and queries.

As consumer habits evolve and technology improves, it will be interesting to see how the industry continues to adjust to the changes. One thing is for sure: the customer really is king and must sit at the heart of any successful fashion business strategy.

We hope you enjoy this year’s report, and we would love to hear your feedback on the findings.

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