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Consumers buy 40% of clothing at discount, says sales search portal

Consumers buy on average 40% of their clothing at discount, according to Salesgossip.co.uk, a website that acts as a sales search portal.

The consumers surveyed bought between 20% and 70% of their total clothing at discount or on sale, averaging out at around 40%.

The findings were a result of research undertaken to understand how the Salesgossip website - which provides bargain hunters with sales information, searchable by product or company - would resonate with both men and women.

While the team was certain women were generally ‘bargain-hunters’, the interest from men was surprising, according to Elizabeth Camilleri, co-founder of the Salesgossip website, which launched in July.

“Men don’t want to be walking up and down the high street trying to find a bargain. Our research also showed that 70% of people hear about sales by walking down the high street and 45% through emails. We knew there must be a better way,” said Camilleri.

The Salesgossip alert service offers registered bargain-hunters information from more than 500 brands and over 2,500 individual stores. It lists details of flash sales, exclusive sales, one-off sales, and users can also search by product category, brand or retailer. It’s also open to non-registered users.

To date, over 1,500 people have signed up to receive alerts, which they can filter by brand and item. The site is also mobile optimised.

Salesgossip is working on a trial basis with department stores, brands and retailers including Harrods, Sweaty Betty and Hackett, according to Camilleri.

The pool of retailers with which Salesgossip can work has also been consistent. The number of fashion sales on in London, at any one time in the last six months, has been at least 80 and up to 200.

The site provides retailers with options for more tailored customer relationships to offer discounts based on a registered users preferences. Retailers pay Salesgossip a percentage for customer acquisition, but Camilleri declined to say how much or what the method of calculation was.

“The gap in the market was obvious to us. Many people don’t have the time, or inclination, to keep hunting for sales or fiddling about with vouchers, but they do like a bargain. Retailers love us because we bring them new customers; shoppers love us because everyone loves a bargain,” said Camilleri.

“The idea is to help bring more people to back to the high street, to go back to the shops, as opposed to selling online. We also help them expand their customer base.  We’re an important digital channel for smaller brands and retailer. It’s more targeted,” she added.

The next stage of development for Salesgossip.co.uk will be around targeting consumers with dedicated vouchers for flash sales.

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