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82% US shoppers leave apparel store sans purchasing: CB4

Nov '19
Pic: Shutterstock
Pic: Shutterstock
Eighty two per cent US shoppers report having left an apparel store without purchasing what they want and when that happens, 23.4 per cent head to a competitor, while 15 per cent order the item online with the same retailer, according to findings of the ‘State of the Industry 2019: Apparel Store Customer Experience Survey’ conducted by analytics firm CB4.

The stores that lose out on the most sales due to in-store obstacles to are luxury department stores (namely Neiman Marcus, Saks, etc.). The stores least likely to miss sales opportunities are digital natives stores (including UNTUCKit and Outdoor Voices), according to a press release from the company.

The stores whose customers report the best overall in-store experiences are bridge apparel stores like LOFT and NY & Co, and those whose customers report the worst overall experiences are fast fashion stores like those of Zara and H&M.

The most shoppable stores are specialty sizing stores and the least shoppable stores are digital native stores.

Customers report the most in-store obstacles to purchasing footwear, followed by pants, tees/polos, jeans and shorts in descending order.

The survey uncovers the in-store experiences of 1,500 shoppers at 90 top apparel stores.

Fibre2Fashion News Desk (DS)

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December 2019

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