×
23 761
Fashion Jobs
TIFFANY & CO
IT Functional Manager - Manufacturing
Permanent · Parsippany-Troy Hills
VICTORIA'S SECRET
Associate Art Director
Permanent · New York
BATH & BODY WORKS
Stores Finance - Financial Analyst
Permanent · Reynoldsburg
ESTÉE LAUDER COMPANIES
Keyholder - Cosmetic Company Store - 20 Hours - Tanger Outlets - Des Moines, ia
Permanent · Des Moines
ARAMIS AND DESIGNER FRAGRANCES
Retail Fragrance Selling Specialist - The Estee Lauder Companies - 35 Hrs - Woodbridge Center - Woodbridge, nj
Permanent · Woodbridge Township
VICTORIA'S SECRET
Brand Operations Manager-Concord
Permanent · Wilmington
VICTORIA'S SECRET
District Manager - Victoria’s Secret - Northern New England
Permanent · Manchester
ALICE AND OLIVIA
Sales Supervisor - Palm Beach
Permanent · Palm Beach
ESTÉE LAUDER
Training Manager - Estee Lauder - 40 Hours - Herald Square- Macy's - New York, ny
Permanent · New York
ESTÉE LAUDER COMPANIES
Senior Producer/Project Manager - Elc Online
Permanent · New York
BATH & BODY WORKS
District Manager - Bath & Body Works - Raleigh
Permanent · Raleigh
L'OREAL GROUP
l'Oreal Usa, Manager of Performance Marketing & Consumer Acquisition
Permanent · York
L'OREAL GROUP
Senior Manager, Marketing- Cerave us
Permanent · New York
L'OREAL GROUP
Manager, Global Marketing (Cerave)
Permanent · New York
L'OREAL GROUP
sr Analyst- Acd Dmi Finance
Permanent · New York
L'OREAL GROUP
Director - Corporate PR
Permanent · New York
L'OREAL GROUP
Manager - Customer Marketing (Target)
Permanent · New York
HUGO BOSS
Junior Account Executive
Permanent · New York
NEIMAN MARCUS
la Mer Business Manager - Sales Salary Plus
Permanent · Millburn
NEIMAN MARCUS
Loss Prevention Associate
Permanent · Troy
NEIMAN MARCUS
Tom Ford Business Manager - Sales Salary Plus
Permanent · Paramus
NEIMAN MARCUS
sr Manager Retail Performance & Store Operations
Permanent · Garden City

Shoppers want a more personal experience, not virtual: Klarna report

Published
Oct 9, 2018
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

The global payments provider Klarna and Censuswide has released a report on UK customers showing a gap between what shoppers want and what retailers are planning to deliver.

Klarna and Censuswide has released a report on UK customers showing a gap between what shoppers want and what retailers are planning to deliver


The latest survey by Klarna and Censuswide included 2,000 shoppers and 50 decision makers in the UK fashion retail market. This survey uncovered a discrepancy between what shoppers value and what brands are investing in.

Although the survey showed that most fashion retailers are keen to invest in technology such as augmented reality and virtual reality, four out of five shoppers said that they were not interested in using such technology. Shoppers value the basics and many retailers noted that, although they have ambitious technology plans, they are still struggling with the fundamentals.

According to the report, 42 percent of retailers are focusing on online retail to the detriment of in-store technology. Moreover, one in five retailers expressed that they are struggling with the basics of digitisation.

A total of 73 percent of shoppers, on the other hand, expressed clearly that they value in-store shopping and that the human experience cannot be replicated online. Retailers therefore need to continue to augment their brick-and-mortar stores.

Shoppers stated that what they wanted: to see technology that takes measurements so customers can be sure that clothing will fit before purchasing (42 percent); access to online discounts in-store (49 percent); a better variety of clothes (28 percent), and the option to pay after leaving the store or after delivery (31 percent). In contrast to this, retailers said that they plan to push online personas and avatars (38 percent) and virtual stores to be viewed online (32 percent) However, only ten percent of customers expressed an interest in virtual stores.

"The advancement of technology is inevitable and it's clear that customers are undecided about the advantages of some of the latest technology,” said Howard Saunders, retail futurologist, in a press release.

“This research shows that retailers may enthuse and embrace technology as a means of reviving sales, but unless customers can see the benefits personally, it could be a wasted investment. A muted response to technology like drone delivery, smart fabrics, and virtual store assistants shows that removing the personal element from fashion retail could be a mistake. The future is coming at us fast, but it's worth remembering we'll still be human when it arrives."

Shoppers in the survey consistently showed more of an interest in the personal side of shopping than the technological.

For example, 49 percent of shoppers said they miss the personalised deals they receive online when shopping in-store. Moreover, 46 percent find online shopping more convenient than in-store shopping.

This suggests that an omni-channel with high personalisation is the key to fashion retail success in the UK.

Copyright © 2020 FashionNetwork.com All rights reserved.