Fashion-hungry shoppers are placing a premium on convenience – and if you don’t deliver you could be losing out.
There’s a lot more to a successful clothing business than having the right fashion in stock. Shoppers are demanding an experience that not only delivers on style but does it in a way that cuts out the hassle.
It’s one of the reasons that online shopping has revolutionised the sector and new Barclaycard research indicates some of the reasons behind its continued success.
“The biggest thing for a clothing retailer is to understand the kind of experience they should be creating”
Shay Doran, Barclaycard
Looking at the 25-34 age group, a third of those buying online more often than a year ago say they are doing so because the product selection is better, while a quarter say it’s because retailers are offering improved delivery options.
But almost half of all consumers say that a quick online checkout would encourage them to choose one retailer over another – a clear tip for gaining an edge over your competitors.
“The biggest thing for a clothing retailer is to understand the kind of experience they should be creating,” says Shay Doran, corporate customer solutions at Barclaycard. “It should be based on how their customers want to interact with them, and for many, that’s about speed and convenience.”
What’s next for clothing retailers?
Our research shows that those retailers who are able to use digital technology most effectively could be the ones that gain the most traction with customers.
“Customer experience is critical and payments have a huge role to play in creating that experience”
Sharon Manikon, Barclaycard
For example, a third of consumers say that touchscreen mirrors that show similar items to those they’ve tried on would encourage them to choose one retailer over another.
And by 2020, a third of people expect to be able to use accurate body measurements online to try things on digitally, while a quarter expect to be able to take a photo via a retailer’s app and have it display similar products that it has available.
Consumers also expect retailers to put payments at the heart of more seamless experiences. By 2020, a quarter expect to be able to use an app to scan and buy clothing in store with their phone and have the payment taken automatically.
“Customer experience is critical and payments have a huge role to play in creating that experience,” says Sharon Manikon, customer solutions director at Barclaycard. “We truly believe if you can make the payments aspect of your customer experience simple you could retain that business and grow your market share quickly.”
Find out more here.
To find further information on what’s in store for the future of fashion read Retail Week’s Fashion Now report in association with Barclaycard and Rakuten Marketing.
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