Outform research: mobile first fashion and sportswear shoppers value phone driven experiences when in-store
New research from Outform reveals that fashion and sportswear shoppers no longer identify as an online or in-store customer, 72% prefer to shop both. They now expect a consistent experience regardless of the channel; and it's the ability to touch and try-on, consider and compare that drives them into the physical store.
For 55%, the tactile experience of being able to touch and feel products is important, while a third go in-store to consider and compare options. Additionally, 69% say they find inspiration from the in-store shopping experience.
Outform’s survey covered a representative spread of 1,000 respondents across the UK, USA, France and Germany.
Smartphones play a crucial role in the in-store shopping journey for fashion and sportswear shoppers.
75% consider access to their mobile phone the most important technology when shopping in-store, for many it’s their number one shopping companion. 64% use their mobile phones when in a physical retail space.
Hannah Abbasi, Head of Insight & Strategy for Outform, says: “The survey highlights the enduring appeal of physical retail and the role it plays in inspiring shoppers through tactile experiences, but it also shows that today’s fashion and sportswear shoppers are unmistakably mobile first.”
“Smartphones play a pivotal role in shaping their in-store purchase journeys, with shoppers leveraging their devices to carry out their shopping missions.”
“Despite prevailing concerns over privacy in the digital age, our survey also found that six in ten fashion and sportswear shoppers are surprisingly comfortable with sharing personal data in-store, especially via smartphone – the caveat is that they want guaranteed better services and experiences in exchange.
“Brands and retailers that join the dots between multiple channels to create a seamless experience for shoppers will reap the rewards. Shoppers today expect to participate not spectate with the brands and retailers they choose to shop with; from try-on, to device first interactions, to touchscreen experiences, to content creation.”
The survey also reveals:
Interactive digital experiences such as QR codes, augmented reality and digital screens have a crucial role in shaping the in-store shopping journey shoppers in the category. 66% find them appealing and engaging.
Six in ten fashion and sportswear shoppers are likely to use QR codes because they are useful, informative and convenient.
72% find AR technology appealing because it can help them visualise and better understand product features prior to a purchasing decision.
73% are open to using interactive screens in-store, recognising them as invaluable tools for accessing product features, benefits and comparisons.
Additionally, there is a widely held belief among 83% of fashion and sportswear shoppers that digital screens in-store should offer interactivity.
