Omnichannel is the watchword for every fashion retailer today, and with good reason. The way shoppers get inspired, search and purchase these days typically incorporates a range of tech tools and myriad trips to the mall. To focus on just online or just stores would result in lost revenue. Just as looking solely at prices only tells part of the story.
For its 2017 Fashion Shopping Habits Survey, coupon platform Dealspotr queried 303 consumers who visited its website in search of ways to get a discount on fashion items to dive into their shopping habits and preferences. These respondents spanned all ages from Gen Z to Baby Boomers, and while the majority were female, 18.9% were male.
When it comes to window shopping, that “window” is often a phone screen for Gen Z, as 47 percent say at least half of their apparel browsing and search is done online versus in store. That said, only 12.5% report completing 50 percent or more of their transactions on mobile. For this group, in-store tops other shopping modes with 43.1% opting to checkout in a physical location more than 50 percent of the time. By doing so, they defy the expectations that shoppers browse in-store but shopping online.
Read more at Sourcing Journal.