A survey of 2,000 British consumers has revealed that over three-quarters (77%) of consumers say more ‘real life’ experiences – via video and multimedia content – would help drive them to make a purchase on UK fashion sites.
The stats also reveal that British retailers still have work to do to deliver an online shopping experience equal to shopping in store, as nearly two-thirds (65%) of Brits still miss the ability to try, touch and feel products.
The survey, published in Brightcove’s report, ‘Why video is the perfect fit: A look into the future of online shopping’, has uncovered three key consumer shopping trends that will shape the fortunes of Britain’s online fashion retailers:
- Multi-screen is the future: By 2020, nearly half of Brits (45%) expect to do the majority of their shopping via mobile devices (increasing to 90% amongst 16-25 year olds), while one in ten expect to use their TV and virtual reality.
- Video content counts: On top of the two-thirds (77%) of shoppers that said video can sway buying decisions, a further third of shoppers called for more tailored and personalised video content.
- The ‘experience’ still matters: While nearly two-thirds of Brits (64%) said they are missing the touch-and-feel experience, one in ten said they’d like more opportunities to share their online experience with friends and family.
The research findings and resulting trends have allowed Brightcove to identify three dominant groups of shoppers, who they believe will be the major source of revenue if UK retailers put the right digital offerings in place:
The next-gen shopper
Age group: Generation Z
Characteristics: These younger, digital-natives are the future of a brands’ customer base. They need to be impressed to gain and retain their loyalty, and arguably their expectations of online fashion shopping are the highest of all. With less disposable income, they don’t spend as much time shopping as Generation Y, but have equally high expectations, demanding more in store style experiences to keep them satisfied.
Stats and facts:
- Time spent shopping online: 228 hours a year
- When they like to shop online: While watching TV
- Preferred shopping devices: Mobiles, tablets and smart devices
- They might say: “We’re here to stay and our loyalty is there for the taking. Impress us!”
The digital-savvy purchaser
Age group: Generation Y/Millennials
Characteristics: Within the slightly older millennial generation, expectations are still high, but they’re not short of disposable income. This group also knows technology is capable of supplying ever more immersive and useful ways to shop and view products.
Stats and facts:
- Time spent shopping online: 247 hours a year
- When they like to shop online: While commuting, or in spare moments at work
- Preferred shopping devices: Any smart device or laptops
- They might say: “We want the full fashion shopping experience — look, touch, feel – whether on or offline.”
The seasoned buyer
Age group: Generation X/Baby Boomers
Characteristics: This group tends to be much more relaxed about shopping, valuing secure payment options, a good range of products and easy site navigation. They spend the least time shopping online, but are open to upsells, cross-sells and loyalty programmes.
Stats and facts:
- Time spent shopping online: 192 hours a year
- When they shop online: At home, without any distractions
- Preferred shopping devices: Laptops and desktop PCs
- They might say: “We want the in store shopping experience from our sofas – online shopping should be all about convenience.”
Brightcove’s director of marketing in EMEA, Sophie Rayers explained: “This report illustrates the importance of creating a rounded online shopping ‘experience’, and makes a direct link between the use of new types of engaging, digital content and increased sales. Retailers need to think about incorporating video into their mix to showcase each and every product, with model demonstrations, alongside additional content – like style tips videos and clips showing matching or complementary products, in order to be successful.”