STORE SOCIAL MEDIA DELIVERY PARTNER

ONLINE USAGE MOBILE TRENDS CUSTOMER DATA ROUNDTABLE

TECHNOLOGY PROFILES PRIORITIES COMMENT

Connected Consumer: Multichannel

Insight Report 2018

It has been another year of change for

fashion consumers, whose buying
behaviour continues to evolve. In
2018 we are seeing interesting trends
in mobile shopping, in-store buying
behaviour and the ever-growing desire for a seamless, easy
experience.

One of the most interesting splits of the data this year has
been looking at the difference in age-related shopping
behaviour. Younger shoppers – all those aged under 35, but
particularly those aged 18 to 24 – are driving radical change in
the way we shop.

Born between 1994 and 2000, this age group has never
known a world without the internet. The iPhone launched in
2007, when the youngest were seven years old. So it is to be
expected that their expectations of shopping are wildly
different to people aged over 55, who grew up in the 1960s –
and the extent of the disparity is quite extreme.

Across all age groups, however, we are starting to see a

growing appreciation for technologies such as online fit tools
or QR codes – something we did not expect to be reporting.

As is often the way with new ideas, there is often a large

amount of hype when new tech is launched, only to see a
drop-off in interest as consumers and retailers alike realise the
technology needs more work for the benefits to be fully
realised.

This year’s data shows the importance of not dismissing

technologies purely because they have become annoying
buzzwords – instead, ignore the hype, and focus on real-world
uses that genuinely make people’s lives a little easier. Some
retailers already do this, realising that with so many new ideas
and technologies coming into retail at the moment that some
of them will stick – albeit a couple of years down the line, and
likely with little fanfare.

This year’s report provides a unique snapshot of fashion

consumers today, how they want to shop, and what they find
irresistible. I hope you find it useful.

Rebecca Thomson, head of commercial content, Drapers

In a typical month, which of these do you buy?

​Lingerie
Lingerie

​Accessories
Accessories
​Clothing
Clothing

​Footwear
Footwear
Highcharts.com

On average, how much do you spend on fashion a

​month

Under £20

£21 to £40

£41 to £60

£61 to £80

£81 to £100

£101+

0 5 10 15 20 25 30 35
Values

Male female
Highcharts.com

How do you typically prefer to shop for fashion,

​footwear and accessories?
80

​62.4
62.4
60 ​54.5
54.5
​47.3
​45.1
45.147.3
​42.5
42.5
Values

​40.4
40.4
​38.5
38.5 ​38.9
38.9
40 ​37.1
37.1
​32.3
32.3

20
​12.5
12.5
​11.8
11.8 ​11.8
11.8
​ 7
​3.5
3.5 ​ 2.4
2 ​2.4
​2.3
2.3
​2.1
2.1 ​1.3
1.3
​0.4
0.4 ​0.6
0.6 ​0.9
​0.5
0.50.9 ​0.31.3
​0.3
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Consumers report that stores are still their favourite way to shop –
across all age groups, 50% of shoppers says this is their favourite
channel. This is followed by online at 38%, and mobile at 6%.

However, the level of preference for online that consumers report

here is still significantly higher than the current proportion of fashion
sales currently made online. The ONS reported in July that online
(smartphone and desktop) sales now account for 17.5% of total
clothing, textile and footwear sales, compared with the 38% who say
they prefer to shop online.

However, the discrepancy between stated preference and actual

sales suggests online growth will continue as the experience
improves and customers switch channels.

The preference for online strengthens among younger shoppers, but

40% of 18-to-24-year-olds still say they prefer stores, compared with
45% for online. The younger generation is not abandoning physical
shopping yet.

What motivates you to buy fashion?

100

75
Values

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This year we added two options when asking what motivates people
to buy fashion. The first was sustainability, and the second was
upcoming events such as holidays, weddings or work events. Both
were significant: 43% of the female consumers we spoke to said life
events drive their purchases, while just over a fifth of all shoppers
(21%) said a brand’s sustainabilty record is likely to influence whether
they buy or not.

Design, quality and fit mattered most for younger shoppers, while
price was the most important factor for older shoppers aged 55-
plus.

CHAPTER 1

ONLINE USAGE

Shoppers’ reported use of smartphones is up year on year for both browsing and buying – it is now 38%
(up from 36% last year) and 32% (up from 26%) respectively. Laptop and tablet use, however, dropped
slightly.

The high use of mobile is perhaps not surprisingly driven by younger shoppers: 77% of the 18-to-24
cohort report that they browse on their mobiles, and 51% of the 25-to-34 age group. The trend is
popular for the 35-to-44-year-olds as well, although the 55-plus age range report much lower usage.

When it comes to buying items, 68% of the youngest age range do this online on their phones. For
shoppers aged between 25 and 45, around 42% report buying on their phone.

We added marketplaces to the data this year, and responses show that sites such as Ebay and Amazon
are significant destinations for fashion consumers. Of our respondents, 12% reported shopping on
marketplaces. At the same time, there was a fall year on year in the number of people who say they
shop on department stores sites, from 18% to 13%. This is a significant drop in a year that has brought
problems for department stores.

Stewart Firth, operations director at logistics specialist Torque, says that whilst shopping activity in
department stores has slightly declined, most brands do sell across a wide variety of channels. “There’s
a definite spread in shopping between pureplay and multi-brand websites. Our customers increasingly
want to sell across multi-brand websites with our direct despatch service, which streamlines the
process for our customers by delivering straight to consumers on their partner’s behalf.”

The most popular places to shop online are still the own-brand sites of high street fashion retailers. But
there was a slight slip year on year from 29% to 28%. Competition will remain stiff and retailers will need
to keep investing in their sites to ensure they maintain their popularity.

Sizing, choice and price information remain most important for shoppers. But there are a few other
features that are growing in importance. Vitual fitting rooms (or fit tools) are one: nearly a quarter
(23.3%) of the 25-to-34 age group said this was something they would like to see on retailers’ sites.

For the 18-to-24-year-olds we surveyed, it was more important to include pictures of models of varying
sizes and shapes: 35% of them said this is important.

Editorial content also edged up in shoppers’ estimation: 11.5% of all consumers rank this as important,
compared with just under 7% last year.

This more positive stance towards editorial content on retailers’ sites was evident in other questions.
There were small positive rises in consumers knowing what they want from online content, across all
types (with the exception of celebrity-related content, which fell by a percentage point). There was also
a small decline in the number of people who said they did not know what they wanted to see. These
changes suggest consumers are starting to understand the point of content a little more.

This is further supported by the question below, which shows that consumers are starting to respond
more to content. There were increases in the number of people who reported staying on site longer,
purchasing and going into store as a result of seeing the right sort of content. While these figures have
not returned to the highs of 2015, when magazine launches by Asos and others focused attention on
brands’ content, it does suggest that shoppers are starting to warm to the idea of content.

The number of shoppers who report never having abandoned a purchase grew year on year, suggesting
shoppers are becoming more used to online shopping and – hopefully – finding fewer reasons to
abandon it.

The online channel continues to drive growth for the retail industry. But as the retail journey shifts from
offline to online, customer needs become more demanding than ever. Customers require personalised
recommendations, and interesting and informative content.

Hitwise global head of insight Lisa Luu says: ”We have seen a number of brands and retailers do just
that; from fast fashion to luxury, as well as traditional brick-and-mortars to pure players. Gucci has
pushed boundaries with their digital transformation; Matches Fashion offers unparalleled service;
PrettyLittleThing has social at the heart of their strategy.

”All of these success stories have shown a mastery in understanding the customer, and tailoring product
and digital touchpoints accordingly. With the woes of the high street highly publicised this year, the
ability to innovate online is absolutely paramount.”

CHAPTER 2

MOBILE TRENDS

More shoppers in our survey reported using Android devices than iPhones this year – a trend that was
more pronounced than in 2017.

There was also a small increase in all uses of mobile phones, including mobile payment, social media
follows and even the scanning of QR codes, which appear to be making a bit of a comeback after a QR
code reader was incorporated into the iPhone’s operating system in its 2017 update.

Retailers have responded in interesting ways: the Yoox Net-A-Porter Group (YNAP), for example, is in the
process of developing QR codes for the windows of its partners’ physical stores, while in May 2017
Oasis incorporated QR codes on product tags at its customer preview event that could be scanned into
the Oasis app. This gave the customer two options to vote “Love it” or “Not for me”. Customers could
also join a waiting list to be notified when the item dropped in store, and the retailer said the interaction
with the voting system was much higher than anticipated.

Zara’s new store in Westfield Stratford City uses QR codes for collection of online orders. The first floor
has a dedicated area for the purchase and collection of online orders, in addition to the usual sections
for women’s, men’s and children’s lines. This online area features two automated online order-collection
points, serviced by a concealed area that can handle 2,400 purchases simultaneously. Shoppers scan
QR or PIN codes they receive when they place orders online. Behind the pick-up point, a robotic arm
collects trays and organises packages optimally according to their size, and delivers orders in seconds.

The numbers are relatively small, but there was a further drop in the number of people who have
downloaded no retail apps at all – another positive story for retailers. In addition, more people are
downloading large numbers of brand apps. The main reason now given by consumers for downloading
apps is loving a brand – the opportunity to redeem or access exclusive offers is still a driving factor, but
it is slightly less important than it was. However, consumers did not report a strong preference for
mobile web or app use.

There was a slight rise across all age groups in the number of consumers who say they are concerned
about the security of buying on their mobile, perhaps because of a spate of data breaches and security
lapses across the retail industry over the past year. These breaches do not need to occur within the
fashion industry to affect consumers’ perception of data security, and retailers have continued work to
do on reassuring shoppers that their data is safe.

Customers want a seamless browsing-to-buying journey on mobile, as indicated in rises in mobile

payments, social media follows and QR scanning.

Luu says Hitwise data confirms this gradual shift too. The mobile share (vs. desktop share) for online
retail activity rose from 50% in Q2 (April-June) to 52% in Q3 (July-September) in 2018. The apparel &
accessories vertical grew from 54% to 57% in mobile share, far ahead when compared to other retail
verticals. But when it comes to purchases made on mobile devices, these percentages drop to below
30% for leading apparel sites.

She says: “There is a disconnect that retailers need to address, which comes down to understanding
and adapting to the customer’s online journey. This includes identifying: how search terms differ on
mobile and desktop, how navigation from site to site also differs by device, or what information and
steps are required to get a shopper to buy on mobile.”

CHAPTER 3

STORE TECHNOLOGY

There was an increase is shoppers’ desire to use in-store technology for two purposes: to make the
shopping experience more fun and to help them to select or find the right product. Another popular use
was to gain access to out-of-stock items or a larger choice of products (a new option added this year).

The responses tie in neatly with the two growing trends in stores: experiential retail, and the need to
facilitate new customer journeys, and ensure it is easy to get in, find a product and get out again. It is
possible to see growing support for both experiential and convenience-driven shopping journeys in the
day.

The reasons consumers give for not using in-store technology are that they do not see a clear use or
reason for it, because it’s too complicated, or because they want to be served by people. As ever,
technology needs to have clear reason for being there.

People’s attitudes to bodyscanners, virtual mirrors and social mirrors are becoming more positive –
possibly because the technology is getting better, but also potentially because people are gradually
understanding more about the benefits of such technologies. In addition, the number of people who
said they would not like to see any in-store technology is falling, further supporting the idea that people
are starting to understand and engage with it.

CHAPTER 4

SOCIAL MEDIA PROFILES

Use of Facebook and Twitter dropped to 68% (73% last year) and 32% (from 36% in 2017) respectively,
which reflects wider trends on these platforms. Instagram use increased slightly: just under a third of
consumers use the image-led platform now, although this rockets up to 70% of 18-to-24-year-olds.

We included WhatsApp for the first time this year and found its use is significant: 39% of consumers
overall use it , rising to 50% of respondents aged under 45 reporting using it.

Outfit inspiration is an area where it might be expected that Instagram would reign, but Facebook
ranked more highly than expected. The story differed quite dramatically with age again, however.
Younger shoppers aged between 18 and 24 prefered Instagram: 52% said it had inspired them,
compared with 30% for Facebook.

Consumers over 25 reported a preference for Facebook, which became stronger for each subsequent
age group. The strongest trend for the older shoppers, however, was not using social networks for
shopping at all. Just over 70% of the 45-to-54 age group, and 83% of the 55-plus cohort, said they do
not use them to get ideas.

The number of people who have liked no brands at all is stable, but the number of people who have
liked or followed large numbers of them has increased, suggesting it is becoming more normal to do so.
It also indicates that brands’ content on social networks has improved.

Social media is also encouraging people to do more. This year we saw an increase in the number of
people who report clicking through to the website, heading into store, or buying something online as a
result of seeing brand communications on social media. Progress is fairly slow, but social posts appear
to be becoming more effective in encouraging action.

The data on social networks suggests people are becoming slightly more likely to engage with brands in
this channel. People are starting to trust brands a little more and appear to be regaining confidence. A
few years ago, when social networks were newer, some brands went in with the hard sell – now, they are
becoming more adept at telling the story behind the brand.

In coming years, brands will focus more on turning these likes and engagement into sales. Social
channels are now becoming a bona fide sales channel: a quarter of people say they have bought
directly from social. This is likely to grow as the tools available improve, and as consumers get more
used to the idea. The 25-to-34 age group were most likely to have purchased on social: 40% said they
had bought something, and a further 18% said they had tried to but that it did not work.

Facebook was the most popular site to buy from: nearly 70% of all those who have purchased on social
reported using the platform. Instagram was the second-most popular. The younger the age of the
shopper, the more likely they are to prefer Instagram – for the 18-to-24 age group, there was a near even
split of 47% for Facebook and 48% for Instagram.

Who is the most influential on social? The data says that brands are just as influential as influencers. For
our entire cohort, 13% said brands themselves and 12% said bloggers and influencers had some bearing
on what they buy. This increases to 21% and 20% for shoppers aged between 18 and 24. Family and
friends remain the most likely to be influential, although the number of people citing this factor has
fallen year on year.

CHAPTER 5

CUSTOMER DATA

Hearteningly for retailers, there was a slight fall in the number of people who would not feel comfortable
sharing any data at all with brands. At the same time, there was a slight rise in those comfortable with
sharing data for the purposes of faster payments, personalised offers and receiving relevant
information. The trend is strongest for younger shoppers: nearly 80% of those under 35 are happy to
share data for something – the most popular option is fast, one-click payments

In another positive development, there was a year-on-year fall in the number of people who said they
would share no data with retailers. Interestingly there was also a steady rise in the number of people
who said they would share size, height or weight data to improve the fit of clothes. Overall, a fifth of
consumers are happy to share this, but this rose to nearly a third for the 18-to-24 age group. Nearly a
fifth of this group also said they would be happy to share information on their shopping habits, such as
where and how they shop.

Around a half of all shoppers aged under 35 said that, depending on the offer, they would respond
positively to a mobile alert received while out shopping. However, a third of all shoppers (and half of
those aged over 55) said they would not like to receive these alerts, and that they’d find them intrusive,
showing how important it still is to be mindful and do it carefully.

Overall, people seem cautiously positive about targeted offers, but will quickly get annoyed if they are
poorly thought through or become spam-like. Even younger shoppers still give mixed responses to the
idea of being targeted with personalised offers, perhaps because it is not always done particularly well.
It is a good reminder, however, to continue to tread carefully.

CHAPTER 6

DELIVERY PRIORITIES

It is perhaps not hugely surprising to hear people say that “free and fast” are the two most important
elements of delivery, but it is heartening to see in the graph below that most consumers now
acknowledge it is necessary to pay something for standard delivery. This is a trend that is particularly
strong among younger shoppers.

The data also shows that consumers are more relaxed about what day of the week they receive a
delivery, rather than paying extra to receive it on a specific day. Increasingly shoppers will get items
sent to work addresses or other locations where it can arrive any day of the week. However Stewart
Firth, operations director at Torque, says the logistics specialist’s customers have no plans to eliminate
their offers of weekend and other premium delivery services which are still important options for some
customers to have.

The data also indicates a slight fall in the number of people using click and collect. However, this
contradicts what most of the industry is observing. Firth says: “At Torque, we’ve seen a significant
increase in the use of click and collect – by retailers and consumers alike. In some instances, within just
a year, we’ve seen a shift from 100% direct to consumer, to 50% direct to consumer and 50% click and
collect.”

CHAPTER 7

ROUNDTABLE

Growing customer interest in sustainability, marketplaces and social media were

debated by retailers and brands at an exclusive Drapers breakfast

Consumer behaviour is changing rapidly as new technologies, ways of shopping and reasons to
purchase emerge.

Executives from retailers including LK Bennett, Oasis and TK Maxx gathered at an exclusive breakfast
meeting on 6 September at the Century Club on London’s Shaftesbury Avenue to discuss the findings
of Drapers’ Multichannel Customer Insight report and how changing consumer behaviour is impacting
their businesses.

One of the hottest topics was sustainability. Since BBC documentary Blue Planet II aired last year,
sustainability has risen higher up the agenda and is becoming a more important factor in shoppers’
buying decisions. Drapers’ Multichannel Customer Insight survey found that 21% of shoppers said a
brand’s ethical and sustainable principles motivate their fashion purchases.

Nick Smith, chief financial officer of men’s swimwear brand Orlebar Brown, says: “As a brand focused on
holiday and travel – things that aren’t necessarily environmentally friendly – we need to be sustainable.
It’s really high on our agenda. It’s something we’re looking to invest in, and to customers it’s clearly
important.”

We need to be sustainable. It’s really high on our agenda.

Nick Smith, Orlebar Brown
 Stewart Firth, operations director at supply chain specialist Torque, reports that its ecommerce
customers are demanding environmentally friendly packaging: “It’s discussed with every customer
we’ve spoken with over the past six months. For some customers we’re not bringing their garments in
poly bags any more.”

Rise of the marketplace

The rise of the marketplace was also debated at the breakfast after 12% of respondents to Drapers’
survey said they shopped via such channels. Bzar, a sister company of Torque, helps retailers sell via
sites such as Ebay, and head of business relations, Oliver Winstanley, says over the past 18 months
marketplaces have become a channel that cannot be ignored.

LK Bennett sells through Amazon in Germany and France via a wholesale agreement, says digital
director Graham Broomfield.

Although this channel brings revenue, Broomfield warns that it requires time and resources to manage:
“If you’re going to do it in house it will take time to build up. I’d recommend going with a partner as it’s
difficult to manage.”

Rink Bindra, head of omnichannel at footwear retailer Tower London, agrees that trading on
marketplaces can sometimes be challenging and retailers can find themselves competing with Amazon
for customer attention. “You have to be careful,” he says.

Inspiring social
Much has been made of the influence of social media for style inspiration and Drapers’ survey showed
that 25.7% of shoppers had got outfit inspiration on Facebook and 21.5% from Instagram. For many,
Instagram is more of a brand-engagement tool.

Despite Twitter usage falling from last year, one in 10 (9.8%) of those surveyed say they have taken outfit
inspiration from the social network.

Activewear etailer Active In Style has deprioritised Twitter as a sales channel.

“Our community don’t use it. People just complain on Twitter, usually about South West Trains,” laughs
Active In Style co-founder Andrew Manteit.

Customer support
Instead, like many retailers in the room, he sees Twitter as a channel to offer customer support. This
move away from viewing Twitter as a sales channel ties in with the social platform’s own viewpoint. Last
year, Twitter scrapped the “Buy” button, which allowed users to purchase items within a tweet. Twitter
had introduced the function in 2015, highlighting how quickly consumer behaviour is changing,
particularly on social media.

CHAPTER 8

PARTNER COMMENT

Jenny Edwards, retail industry specialist, Freshworks

From this year’s survey results, we can see that people

value the experience that they have when they shop as one
of the biggest factors in making their purchases. However,
while great in-store service is still key to many retailers’
success, that same approach to service has to go through
all their channels. With more of our purchases taking place
online, through apps or on our phones’ mobile browsers,
providing the same high quality and responsive service
regardless of channel is a necessary investment.

At Freshworks, we focus on how retailers can improve customer engagement through cloud-
based software that is simple to use, fast to deploy and provides the features that retailers
actually need to interact with customers regardless of channel. By focusing on customer
engagement, brands can take a proactive approach to supporting and serving customers in ways
that make a difference to them. If we ignore service as a key differentiator for our brands, or rely
on passive approaches to customer experience management, then we risk alienating and losing
those customers.

Drapers’ research has shown that consumers are never at a stand-still. They are getting more
mobile, demanding and sceptical. They are changing where they shop; reporting drops in
traditional department stores and high street chains, and rises among premium tiers and
marketplaces like Amazon.

Saima Ablibhai, managing principal consultant EMEA,

Oracle Bronto.

This year we’ve seen the face of the high street continue to
change, alongside consumers’ increasing expectations of
brands. Fashion retailers need to create an easy, engaging,
and fun experience whilst differentiating themselves — or,
face the sharp reality that the high street may evolve
without them.

Traditional retailers are adopting personalization tools from

online stores to stay hip, but they don’t want to stand out by
getting it wrong. Not everything that works online translates smoothly to offline. For example, in-
store virtual dressing rooms, where consumers browse the brand’s full range on a tablet whilst
trying on items from the shop floor. Consumers experience this cross-selling attempt as an
awkward gimmick: why use a virtual changing room within a physical one, when they could have
used it from the comfort of home?

Instead, retailers should help consumers explore offerings by implementing product

recommendations into traditional, comfortable communications (such as email) to improve the
bottom line. Introduce first-time buyers to the brand image through a welcome series, and help
them select from the full range with predictive recommendations — and, potentially increase
lifetime value with an incentive.

Help hesitant buyers treat themselves by reminding them of an item left in their cart — and show
them you care with recommendations that match their browsing interests! At Bronto, we prefer
strategies that genuinely drive revenue by enhancing customer experiences, not shiny new tools
and buzzwords.

Lisa Luu, global head of insights, Hitwise

From Hitwise’s online behavioural data, we have also seen

two other key trends take hold: consumers are increasingly
searching for discounts; and they are browsing more
fashion sites during their consideration phase. These trends
in discounting and cross-browsing behaviours have grown
across fashion tiers, from Fast Fashion to Luxury.

As a specialist in digital consumer measurement, Hitwise

helps clients understand how their customers (or potential
customers) are evolving and interacting online. From a
panel of over three million users in the UK, which is aggregated and anonymised to represent the
general online population, we help drive our client’s digital marketing and ecommerce strategies.

With the high street facing a challenging year, it’s paramount for retailers and brands to stay well-
tuned to the changing online and multi-channel consumer.

Stewart Firth, operations director, Torque

In light of the data scandals that have unfolded over the last
year or so, we might expect the public to be wary when it
comes to sharing personal information. However, the data
indicates otherwise. Indeed, this year saw a rise in the
number of consumers who feel comfortable sharing data in
exchange for personalised offers, and a fall in the number
of people who wouldn’t feel comfortable sharing data at all.
This suggests consumers are more attuned to the benefits
of sharing data than the potential risks or disadvantages –
at least in the context of retail.

These increasingly relaxed consumer attitudes provide a number of opportunities for our
customers. It’s possible to create a much more involved experience for consumers based on the
data they share – by including personalised despatch notes, for example. Torque supply these
small but significant touches with ease, which have great potential to increase consumer
engagement and loyalty.

As end-to-end supply chain specialists, Torque are experts at moving products from A to B. But
efulfilment doesn’t stop there. By talking openly with our customers, employees, and partners –
and by extracting valuable insights from reports like this – we are able to evolve the quality and
breadth of our services to ensure the best customer and consumer experiences.

Consumers may be relaxed when it comes to data, but they’re certainly invested in sustainability.
It’s interesting that sustainability as a driver for purchase has only been added to the report this
year, but its inclusion – and the fact that over 20% of customers indicated it as a motivator in
their decision making to purchase – is significant.

Reflecting these results, Torque have seen a huge increase in requests for sustainability through
the supply chain. Demand for sustainable packaging is growing fast and it’s a service we are all
too happy to oblige. Customers and consumers alike can certainly do better when it comes to
protecting resources and reducing waste.

Connected Consumer: Multichannel Insight Report 2018

Produced By Rebecca Thomson
Design by Anisha Panchasara
Illustrations by Lee Martin
Sub editing by Samantha Warrington
Sponsorship Johnnie Norton and Rebecca Soni
Published in association with Freshworks, Hitwise, Oracle Bronto and Torque

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