A recent neuroscientific study on digital journeys and the power of emotional purchasing found the average customer journey score for a fashion retailer to be 80.7 out of 100. It said that the barometer measures around 40 elements that scientific studies suggest are most important to customer experience.

Ten global fashion retailers who were a part of the study are H&M, Louis Vuitton, Nike, Adidas, Freemans, Gymshark, Jack & Jones, Missguided, TJ Maxx and Very.

The ranking, which evaluates conscious and unconscious customer responses to delivery experiences, demonstrates how competitive the current landscape is. With fashion retailers setting the bar this high, being ‘good’ is simply not good enough to stand out and attract and retain customers today, as per the Delivery Experience ‘DX’ report by Sorted in partnership with Think Beyond

The report used the five-point Likert scale to assess the purchasing journey for consumers, empowering scientists to dig deeper and understand what makes consumers tick under the surface. By adopting neuroscience theories, the companies were able to predict physiological and emotional responses, using methods less susceptible to bias than other forms of market research.

These findings, which demonstrate that retailers are providing exemplary offerings to customers when it comes to pre-and post-purchase, mean that brands need to exceed expectations to stand out in a crowded market, the report added.

“Consumers now have almost unlimited access to new brands and products, making loyalty hard to earn and even easier to lose. Since these findings demonstrate that delivery and returns are strong areas for fashion retailers, brands must take the delivery experience to the next level to separate themselves from others. Any lapse in progression or innovation in this space is likely to see you fall behind,” Carmen Carey, CEO at Sorted, commented.

Fibre2Fashion News Desk (SF)

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