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61% of consumers don’t want editorial content on retail websites

James Knowles

Is there such a thing as too much content? Apparently, consumers think there is.

Drapers surveyed a nationally representative pool of 2,000 UK consumers to find out how they shop across channels, from in-store, to online, on mobile, how personalised they want the service, how they use social media and what their expectations are when it came to delivery.

The findings threw up some clear consumer trends, and one of them was an apparent disengagement with editorial content on fashion retail websites. When asked what they want to see on fashion retail websites, just 6% said “editorial content”. This is in stark contrast to more practical features: 59% said clear pricing and 43% value clear delivery information.

So what is going wrong?

Well, while 61% said “none/I don’t know” when asked what type of editorial content they want to see on fashion retail websites, it is perhaps what they said they do want to see that is most illustrative. Here, functionality came to the fore again. The consumers polled opted for “fashion shoots” at 19% and “editor’s picks” at 16%. Low numbers, perhaps, but higher than “fashion articles” at 14% and “non-fashion lifestyle articles” at 10%.

So the question is, should the retailer deviate too far from the consumer’s shopping journey when it comes to editorial content? The results suggest editorial content journeys should be very much routed around the shopping journey, without causing too much distraction.

To see the full results, which have been exclusively analyses by leading retailers from Shop Direct, Finery London, Jack Wills, Thomas Pink and Missguided, click here.

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