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Video encourages fashion hunting Brits to hit ‘buy’ button

Friday August 21, 2015 at 10:54am
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 e-commerce sites. The stats also reveal that British retailers 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. 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 10 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 is typically Generation Z, younger, digital natives. 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. The Digital-Savvy Purchaser belongs to the Generation Y/Millennials age group, and has more disposable income than Next-Gen shoppers. This group also knows technology is capable of supplying ever more immersive and useful ways to shop and view products. The Seasoned Buyer tends to be of the Generation X/Baby Boomer age group. They are 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. Brightcove’s Director of Marketing in EMEA, Sophie Rayers, says: “There is a perception that older consumers are more demanding with regards to what they buy and where they shop, but this survey shows the opposite is true when it comes to buying online – in fact, it’s the younger generations who are forcing brands to rethink their marketing strategies. She adds: “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.”
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