What does the multichannel consumer want? The latest Drapers Multichannel Report shows that it’s not personalised or editorial content when they are shopping.
Today we launch the 2015 edition of our annual Multichannel Report, for which we polled a nationally representative pool of 2,000 UK consumers to find out how they shop multichannel. The findings might prompt some retailers to take a long hard look at their strategies.
Contrary to the focus within the market at the moment, our survey found that 48.5% of consumers don’t want personalised content online in the form of products displayed based on past purchases. More than a quarter – 27.8% – said they have never seen or heard of personalisation, while 23.8% do want it. Compare this with our survey last year, and it shows attitudes have only shifted 1%-2% in favour of personalisation.
Our survey found that 48.5% of consumers don’t want personalised content online in the form of products displayed based on past purchases
A large proportion of consumers – 40.6% – also do not want editorial content on fashion brand or retail websites. Only around 12% reported that it does help them purchase online or on mobile, even though they did not stay on the site longer, or that they did stay online longer and then purchased as a result.
This poses the question: does content work, or can it be a distraction from the task in hand – shopping?
Arguably, the consumer might not necessarily think they are being personally marketed to, and they may not associate retailers with editorial content. So it could be that the current market trends in these directions are the right ones, and that gradually there will be an attitudinal shift in the consumer to expect personalised content and editorial content when they are shopping, for those who don’t already (know they) want this.
That would be my guess.
These are just some of the discussion points that our survey has thrown up. Click here to take a look for yourself and to read analyses of the data by businesses including John Lewis, Mr Porter and River Island.
Do these findings reflect what you are seeing? Or do you think there is just a gap between what the consumer thinks he or she wants, and what will encourage them to buy in reality? Let us know.