European fashion retailers adopt new digital features for consumers

Retailers that are based in northern and western Europe are undergoing a digital transformation in response to the increasing prevalence of e-commerce and the need for channel-agnostic shopping experiences. While these retailers are not yet on par with companies from countries like the US and China, they are already ahead of retailers from the eastern European markets, the US-headquartered Information Services Group (ISG) said in its report titled ‘The 2022 ISG Provider Lens Retail Services report for Europe and the UK’.

“More European retailers are creating new sales channels, and we expect this trend to accelerate,” said Sunder Pillai, director and leader, retail and CPG, at Information Services Group. “Service providers are helping companies create a unified shopping experience across all channels.”

Another important consequence of the digital business boom is that retailers, who now possess an extraordinary amount of localised data on customer behaviour and preferences, are integrating this information into structured data platforms; thus, making it possible to create unique customer profiles, according to the ISG report.

“With help from service providers, companies are ready to roll out more personalised marketing campaigns that increase loyalty,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research.

Even brick-and-mortar stores of European retailers are incorporating services like cashless and check-out free shopping for a more customer-friendly experience. As increased digitisation would require robust supply chains for a more seamless customer experience, retailers are teaming up with service providers to employ stores as mini fulfilment centres for digital orders, the report said.

Fibre2Fashion News Desk (NB)