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The habits of a nation

To help retailers and brands better understand their customers, Drapers commissioned an exclusive report to examine their shopping habits and preferences.

Download full report here

In August, Drapers commissioned consumer research and trends consultancy Next Big Thing to produce a piece of research delving into the specifics of consumer shopping habits.

Some 3,200 UK consumers were asked 16 questions online, with the results segmented by age, gender and income. The results demonstrate that today’s consumers are neither completely traditional nor completely technological in their purchasing behaviour, meaning that retailers and brands need to understand the different needs of their customers and adapt their strategies accordingly.

Mixing it up

When it comes to fashion marketing, the traditional approach often wins out, with half of Britons saying money-off vouchers in magazines or newspapers would encourage them to shop more often. Loyalty cards also have a strong influence on consumers, with almost two thirds saying owning a loyalty card would encourage them to shop more.
From a more technical point of view, email updates is the method most likely to drive UK consumers to spend more, with two thirds likely to join a favourite retailer or fashion brand’s emailing list, as opposed to one third who would join a postal mailing list.

Email also trumped Facebook and Twitter. In fact, Britons say that email is their favourite way to communicate with brands and retailers. Now it is up to businesses to ensure customer emails are personalised to entice shoppers to spend and increase conversion rates.

These two pages offer a snippet of the research, which was commissioned in association with Google, more2 and Torex.

Q Do you mind fashion retailers and brands collecting and analysing information on you if it means that they offer you better products, at the right prices, and are able to personalise the offers and communications they send you?

No 57.26%
Yes 42.74%

Q Which of the following might encourage you to shop more often with a particular fashion retailer or brand?

Weekly email 19.21%
Loyalty card 61.79%
Money-off vouchers 49.3%
Good advertising 13.34%
Good Facebook or MySpace page 4.19%
Interesting Twitter feed 1.97%
None of these 14.81%

Q What benefits do you get from researching a fashion product online first before you buy it in-store?

You can see if it is out of stock 43.94%
You can browse through stock more easily online 51.34%
You can find out which store it is cheapest in 49.41%
You can find out product specifications more easily 25.28%
I never research onlien first 11.75%

Q If you really liked a fashion retailer or brand, would you be likely to join any of the following?

Its Facebook page 21.11%
Its MySpace page 3.97%
Its Twitter feed 7.79%
Its email mailing list 65.76%
Its postal mailing list 30.11%

Q What sort of information might you be reluctant to reveal to a fashion retailer or brand?

Your name 22%
Your address 36%
Your telephone number 58%
Your age 20%
Your income 46%
Contact info for friends/family 63%
None 10%

Q Do you expect fashion retailers and brands to have access to the same information about you whether you are in one of their stores, are online or are speaking to their call centre?

Yes 30.12%
No 44.33%
I don’t mind 25.55%

Q How has the ability to shop for fashion 24 hours a day, 7 days a week, in-store and online affected your spending patterns?

I buy in stores and online 52.92%
I browse online but only buy in-store 24.9%
I only shop in-store 15.46%
I only shop online 6.72%

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