Myth: Shopping has become truly omnichannel.
Fact: Most journeys are still overwhelmingly single-channel, though this is changing.
The buzzword of recent years has been omnichannel, meaning that consumers are thought to combine store visits and online interactions during their shopping journeys. However, while omnichannel is growing in importance, our study suggests that 83% of shopping journeys still happen within a single channel — overwhelmingly in traditional stores, which account for almost 80% of apparel purchases today.
Myth: The sales channel doesn’t matter.
Fact: When consumers purchase online, they tend to buy more.
Shopping journeys concluding in online purchases have baskets that are 25% larger, on average. When someone first visits a physical store and then purchases online, the effect is even more pronounced: Baskets are 64% larger.
Myth: Online shopping is about instant gratification.
Fact: Online journeys tend to be longer than in-store.
Shopping with clicks sounds like a speedy process. But consumers actually take more time online than when shopping in physical stores, and they make more stops. In fact, 57% of shopping journeys that conclude with an online purchase begin with a consumer either first looking at another website (29%), visiting a brick-and-mortar store (15%), or both (13%) before ultimately transacting online through any particular retailer. The other 43% of journeys that conclude with an online purchase are one-stop journeys that begin and end with the same online retailer.
Myth: The retailer doesn’t matter.
Fact: Spend is dramatically higher at brand stores and websites than in multibrand stores.
Direct-to-consumer brand stores and websites generate revenues 86% higher than purchases of those same brands elsewhere — and, of course, better margins. A specific store or site may make a brand feel more valuable and differentiated to customers, inducing them to spend more than they would otherwise. Direct-to-consumer channels also help to develop (or maintain) a brand’s image.
Myth: Consumers always want something new.
Fact: Very often, they are happy to rebuy the same or a similar item.
Fast fashion has become a buzzword for apparel makers, but many consumers are simply looking to replace an item they already have. This is especially true in intimates and basics, but also in fashion, where the aim of 83% of shopping journeys is repeat purchases, and athletic products (87%).
Why it’s hot: There are some misconceptions about shopping behaviors that if accounted for, could lead to much more effective shopping experiences.