Home / Knowledge / News / Information Technology / Rising expectations of m-commerce & e-commerce
Rising expectations of m-commerce & e-commerce
01
Jul '11
Retail Assist recently carried out a Multichannel Retail survey, in which individuals were invited to identify their current shopping habits and their future purchasing intentions. The purpose of the research was to gain insight, which will be of value to retailers wishing to develop their multichannel strategy.

The respondents to the survey were all professionals working in retail IT, within an age range of 16-65. The participant mix was 56.6% males and 43.3% females, located throughout the UK.

The survey investigated preferred shopping channels, frequency of purchase and type of purchases made using the various multichannel options on offer. The research was designed to assess the different channels currently available and customers' use and requirements in each.

Alex Ievins, Marketing Manager at Retail Assist, summarises the findings: “Our research supports the theory that customers are choosing to buy in different ways. Whilst there are now a growing number of routes to market, the preferred channels are currently stores and the internet. Stores still take the lead at 64.9%, with 95.3% of research done prior to purchase predominantly being internet-based.”

Continues Ievins: “The number of Smartphone owners in our study was high (77%), the majority (50%) of whom had an iPhone. Although most owners were not currently using their 'phone for purchasing, some respondents had done so. We certainly identified more regular activity in comparison to a year ago, leading to rising expectations of this channel.”

Although stores currently still attract the highest volume of purchases, the research suggests that this is declining. A significant level of respondents indicated that they made purchases from stores less frequently now than they did a year ago.

It would appear that each channel is being used to purchase different types of products. Food/drink and clothing were the most frequently purchased items from stores, the internet was used most regularly to purchase electrical items, and catalogues were used most regularly to purchase clothing.

However, the catalogue channel did not emerge from this survey as a dominant purchasing tool. The majority of respondents are neither using the channel, nor planning to increase their usage in the short-term. So, whilst channels such as m-commerce and e-commerce are growing, some of the more traditional channels such as catalogues are decreasing in popularity.

Alex concludes: “It would appear from our research that product reviews positively influence the purchasing decision. The majority of respondents expressed loyalty to certain stores and owned, on average, one to twoloyalty cards. As regards delivery, despite the growing number of choices available, the favoured option was free delivery.”

“The growing use of social media was evident in the study with 70% of respondents having a Facebook account. Whilst some did not view this as a purchasing channel, certain participants had purchased via a social media store. The expectation of which channels customers see themselves using in the future is already changing. It will be interesting to see which of these areas continue to grow, which decline, and if and when we will see new additions to the multichannel mix.”

Retail Assist

Must ReadView All

Courtesy: H&M

Apparel/Garments | On 30th Mar 2017

H&M group's sales increase 7% in 3 months to Feb '17

The H&M group's sales including VAT amounted to SEK 54,369 million...

Textiles | On 30th Mar 2017

Vietnam’s textile & garment exports earn $4bn in Jan-Feb

Vietnam earned $4 billion from textile and garment exports in the...

Textiles | On 30th Mar 2017

India Inc should work for July 1 GST roll out: Fin sec

The Goods and Services Tax (GST) will take India into a very exciting ...

Interviews View All

Divyesh Mashruwala
Akshar Industries

Surat dominates foiling, embossing and pleating

Veronique Lee
Modavanti

‘Sustainable fashion is trending upwards, slowly but surely, as people...

Riddhika Shah
SS Homme

'Worsted wool is the ideal fabric for menswear'

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
March 2017

March 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search