ECOMMERCE SHOPPER TRENDS 2017 - BRINGING YOU THE LATEST CONSUMER BEHAVIOUR TRENDS - Rakuten Fits Me
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ECOMMERCE SHOPPER TRENDS 2017
BRINGING YOU THE LATEST CONSUMER BEHAVIOUR TRENDS
The information contained in this document is confidential, privileged and only
for the information of the intended recipient and may not be used, published
or redistributed without the prior written consent of Fits me, Holdings Ltd.
contents
METHODOLOGY AND SAMPLE
SHOPPER BEHAVIOUR
MOTIVATORS AND BARRIERS
ONLINE SHOPPING EXPERIENCE
SHOPPERS DESIRES FOR THE FUTURE
2
Methodology and sample MEET YOUR SHOPPERS
Methodology and Sample breakdown
WHY THIS SURVEY? SAMPLE
This survey was conducted to support the launch of our latest An online survey with 4,001 adult (18 and over) online clothes
product, Fit Match, the ultimate search extension for fashion shoppers (2,000 in UK and 2,001 in US)
retailers. The objective was to better understand the online
apparel purchasing journey, find out what shopper habits at
search and site navigation level are and learn about their UK: 2,000 US: 2,001
attitudes to personalised experiences online. The outcomes of
this research have helped us develop a better product with 18-34 15% 45%
customer expectations and needs at heart. Happy reading! 35-54 33% 28%
Any questions about the findings? Just email us at
55+: 52% 28%
hello@fits.me
Male 33% 28%
Female 52% 28%
4
Shopper behaviour HOW, WHERE AND WHEN PEOPLE SHOP
Generally, younger shoppers go online for clothes more frequently THAN OLDER SHOPPERS
Americans shop more frequently
than those in the UK, at an average
of once a week, versus just 0.4 times
a week in the UK. The global average
is 0.7 times a week. Unsurprisingly
the younger generation are more
likely to shop online, with those aged
18-24 shopping for clothes online an
average of 1.2 times a week.
6
Generally, younger shoppers go online for clothes more frequently THAN OLDER SHOPPERS
Surprisingly desktops or laptops were the
most common device of choice for online
shoppers, with three quarters (75%) saying
they use them to shop online for clothes.
Versus just 39% who said they use their
smartphone and 28% who use their tablet.
75%
39%
7
Generally, younger shoppers go online for clothes more frequently THAN OLDER SHOPPERS
FREQUENCY OF SHOPPING FOR CLOTHES ONLINE (TIMES PER WEEK)
1.4
1.3
0.9 18-34
0.8
0.7
35-54
0.5
0.2 0.3 55+
0.2
Overall UK US
Question: S1 How often do you shop for clothes online? Base: All Participants (4001)
8
Overall, evening is the most common time to shop
TIME OF DAY FOR MAJORITY OF ONLINE CLOTHES SHOPPING
Overall UK US
7% 5%3% 10%
5%
11% 6%
35% 32%
16% 38%
21%
44%
37% 31%
In the morning At lunchtime In the afternoon In the evening No preference, it is just as and when I need things
Question: S3 At what time of day do you do the majority of your online clothes shopping? Base: All Participants (4001)
9
Desktops/laptops are the most popular device used to shop online for clothes
DEVICES USED WHEN SHOPPING ONLINE
78%
75% 73%
52% Desktop/laptop
39% Tablet
28% 30%
26% 26% Smartphone
Overall UK US
Question: S5 Which of the following devices do you use to shop online for clothes? Base: All Participants (4001)
10Younger age groups are much more likely to shop using their smartphone
71% 63%
Desktop/laptop 72% Desktop/laptop 77%
83% 86%
29% 27%
Tablet 36% Tablet 30%
27% 19%
59% 75%
Smartphone 36% Smartphone 51%
10% 16%
18-34 35-54 55+ UK US 18-34 35-54 55+
Desktop/laptop 85% Desktop/laptop 85%
73% 66%
Tablet 26% Tablet 27%
33% 25%
Smartphone 21% Smartphone 41%
29% 59%
Male Female Male Female
Question: S5 Which of the following devices do you use to shop online for clothes? Base: UK (2000), US (2001)
11In the uk, the younger the shopper, the more they spend. In the us, 35-54 year olds
spend the most
MONTHLY SPEND ON CLOTHES BOUGHT ONLINE
£76
£140
£59 £122
£41 UK US
£63
18-34 35-54 55+ 18-34 35-54 55+
Question: S4 How much do you estimate you spend on clothes (bought online) each month? Base: All Participants (4001)
12Younger shoppers and FEMALE SHOPPERS ARE MORE LIKLEY TO SHOP FOR CLOTHES ONLINE
IN THE SALES
% OF PEOPLE WHO SHOP IN THE ONLINE SALES
84% 95%
80% 91%
69% 84%
UK US
18-34 35-54 55+ 18-34 35-54 55+
66% 85%
81% 94%
Male Female Male Female
Question: Q13 Do you shop for clothes online in the sales? Base: All Participants (4001)
13The majority feel like their current wardrobe Is their true style but a third find it a
challenge to find clothes that suit them and one fifth agree that they are in a style rut
ATTITUDES TOWARDS STYLE
40%
I feel like my current wardrobe is my true style 38%
42%
29%
I find it a challenge finding clothes that suit me 29%
30%
22%
I feel like I’m stuck in a style rut 22%
23%
Overall
19% UK
I am reluctant to try new styles 18%
20% US
18%
I love every item in my wardrobe 14%
22%
I have recently cleared out my wardrobe to create a 9%
capsule one
6%
12%
Question: S7 Thinking about your current wardrobe, which of the following most apply to you? Base: All Participants (4001)
14Motivators and barriers IN-STORE VERSUS ONLINE SHOPPING
Motivators – ONLINE shopping Choice is the main motivator driving respondents to shop online rather than in store, with 33% saying it is the most likely thing. This is closely followed by hunting down a bargain (30%). The top three motivators for respondents shopping online were: ▪ There being more choice – 33% ▪ Being able to find a bargain – 30% ▪ Clothes being cheaper online – 27% 16
Motivators – IN-STORE shopping That being said, clothes not fitting well when they arrive (40%) and having no idea what something would like when they tried it on (38%) are the main barriers to respondents shopping online. The top three barriers were: ▪ Clothes not fitting well when they arrive - 40% ▪ Having no idea what something would like when they tried it on - 38% ▪ A complicated returns policy – 29% 17
When finding an online clothes retailer, finding an item that fits perfectly and ease of
purchase is most important to clothes shoppers
% IMPORTANT WHEN SHOPPING ONLINE
Overall US UK
Finding an item that fits me perfectly 96% 96% 95%
An easy-to-use buying process 95% 95% 96%
Finding and purchasing exactly what I am looking for 95% 94% 95%
Being able to browse to find things I like 93% 94% 92%
A wide selection of products 91% 93% 89%
Finding the best bargain 88% 91% 85%
A well-designed website 87% 88% 86%
Finding new items from my favourite brands 79% 74% 56%
Finding a new style 46% 57% 35%
Finding luxury items 29% 35% 23%
Question: Q1 When you are choosing an online clothes retailer, how important, if at all, are the following things?
Base: All Participants (4001)
18Main motivations driving online shopping rATHER THAN in-store IS around choice, ease of
purchase and price
TOP 5 MOTIVATIONS WHEN SHOPPING ONLINE
Overall US UK
There is more choice 33% 33% 33%
I can usually find a bargain 30% 34% 27%
Clothes are cheaper online 27% 27% 27%
It is easier for me to find the specific item I
am looking for
25% 25% 25%
I can read reviews before buying 22% 27% 16%
Question: Q2 Which three of the following are most likely to motivate you to shop for clothes online, rather than in-store?
19Interestingly this mirrors the Top Frustrations when shopping in-store which are centered
around a busy purchase experience, lack of choice and higher prices
TOP 5 FRUSTRATIONS WHEN SHOPPING IN STORE
Overall US UK
The store is too busy 48% 48% 50%
Items aren’t available in my size 43% 41% 46%
Only being able to see what is in that specific 30% 35%
store, even if there is more available online
33%
The prices are higher than they are online 31% 33% 30%
Retail staff aren’t helpful 25% 28% 12%
Question: Q5 Which of the following things frustrate you most when shopping in store? Base: All Participants (4001)
20Frustrations when shopping online are mainly clothes not fitting when they arrive, and not
knowing what they would look like when trying on
TOP 5 FRUSTRATIONS WHEN SHOPPING ONLINE
Overall US UK
Clothes don’t fit well when they arrive 40% 37% 44%
Having no idea what something would look
38% 37% 38%
like when I tried it on
A complicated returns policy 29% 27% 31%
Items aren’t available in my size 25% 23% 27%
There aren’t good enough pictures of the
product
23% 22% 24%
Question: Q5 Which of the following things frustrate you most when shopping in store? Base: All Participants (4001)
21Again this mirrors the Main thing driving in-store shopping which is centered around having
the option to “try before you buy”
TOP 5 MOTIVATIONS TO SHOP IN STORE RATHER THAN ONLINE
Overall US UK
I can try things on
before I buy them
59% 61% 57%
I receive the product
45% 50% 39%
immediately
I can feel the material
45% 40% 50%
of the clothing
Clothes tend to look 28%
different
27% 27%
It is easy to see if they 22%
have my size
23% 23%
Question: Q3 Which three of the following are most likely to motivate you to shop for clothes in store, rather than online?
Base: All Participants (4001)
22BAD WEBSITE FUNCTIONALITY is MOST LIKELY TO CAUSE SHOPPERS TO ABONDON THEIR ONLINE SHOPPING BASKET, emphasising
the need for an easy purchasing journey which is one of the most important factors when shopping online
REASONS FOR ABANDONING PURCHASES
40%
Bad website functionality 33%
48%
36%
A long wait until the product is delivered 35%
38%
35%
Concerns about the quality of the product 34%
36%
35%
Not being sure how something would fit me 36%
34%
33% Overall
Finding a better price somewhere else 35%
30%
Not being sure of product appearance – e.g. design, material,
27%
30% US
colour 32%
30%
Not being able to find what I am looking for 27% UK
33%
30%
Concern about the security of the website 27%
33%
27%
Concerns about the difficulty of returning items 25%
29%
Question: Q4 Which of the following things frustrate you when shopping for clothes online? Base: All Participants (4001)
23Online shopping experience SEARCH FUNCTIONS
USING THE SEARCH FUNCTION WHILST SHOPPING Over three quarters (77%) of online shoppers use the search function within the website when shopping online. 37% use the search box and 27% use the search box and filters. 85% of those in the US use a search function, and 90% of those are aged 18-24. Of those who used the search function (77%), 81% agreed that it enhances their shopping experience, and 79% said they were able to find exactly what they were looking for. 84% said they would return to the store for more items in the future. 25
Overall, search boxes are used by the majority of online shoppers, with 78% saying that
they use either the search box, filter or both.
YOUNGER SHOPPERS ARE MORE LIKELY TO USE A SEARCH FUNCTION THAN OLDER USERS (85% OF THOSE AGED 18 -24 IN THE UK AND 91% IN THE US)
9% 12% 6%
10%
14%
18%
29%
27%
24%
12%
14%
15%
37% 43%
30%
Overall UK US
Use search box Use search filters Use both search box and filter Don't use either Don't know/cant remember
Question: Q7 Thinking about your recent online shopping experiences, did you use the search function within
the website to find it? Base: all respondents (4001)
26THE SEARCH FUNCTION ENHANCED HAD A POSITIVE INFLUENCE FOR THE MAJORITY, IMPROVING THE
OVERALL EXPERIENCE, EASE OF PURCHASE AND LOYALTY
% OF SEARCH FUNCTION USERS AGREEING WITH EACH STATEMENT
84%
I would return to this store for more
items in the future
86%
83%
US online shoppers were more likely to
say that using the search function
Overall
81%
It enhanced my shopping
US enhanced their shopping experience,
experience
87%
73% UK and that they were able to find exactly
what they were looking for.
79%
I was able to find exactly what I was
looking for
82%
75%
Question: Q8 Still thinking about your recent online shopping experiences, how strongly do you agree or
disagree with the following statements? Base: respondents who have used the search function (3084)
27However, Improvements to the search function could still be made with availability, ease of
purchase, speed and personalisation being key items which could be enhanced
% OF SEARCH FUNCTION USERS AGREEING WITH EACH STATEMENT
51%
A lot of the items I was shown weren't available in my size 52%
49%
51%
I would have liked the search to buy experience to be easier 56%
44%
Overall
50%
I would have liked the search to buy experience to be quicker 56% US
42%
UK
I wish the website recommended me other items to go with what 48%
I had previously purchased
59%
36%
47%
I wish that the shopping experience was more personalised to me 57%
36%
Question: Q8 Still thinking about your recent online shopping experiences, how strongly do you agree or
disagree with the following statements? Base: respondents who have used the search function (3084)
28Shoppers desires for the future PERSONALISING THEIR SHOPPING EXPERIENCE
Search and personalisation is critical to ecommerce Three quarters (74%) would be more likely to shop somewhere if the website has a comprehensible and easy to use search function. And 52% would be more likely to shop somewhere that suggested items that would suit their shape, 60% said they would be likely to shop somewhere that offers a computer generated image of what a product would look like on them. 30
Discount vouchers and an easy to use search function were the two main features that
would drive online shoppers towards using a website
36% OF SHOPPERS WOULD LIKE TO SEE PERSONALISED STYLIST RECOMMENDATIONS. THIS IS ESPECIALLY TRUE OF US SHOPPERS INCREASING TO 46%.
Overall UK US
81% 79% 83%
74% 72% 76% 72%
76%
67% 67% 67%
% more likely to shop
60% 62%
57%
54% 52%
46% 46%
42%
36% 36%
26% 26%
16%
A link to any valid A comprehensive and Automatic next-day A computer- Tailored sizing Being suggested Personalised stylist Chatbots offering
discount vouchers I easily navigable deliveries generated image of algorithms and items that would suit recommendations assistance in sourcing
could use on a search function what a product suggestions my shape a product for me
website would like on me
Question: Q10 Still thinking about shopping for clothes online, how much more or less likely would you be to
use a website if they offered the following features? Base: all respondents (4,001)
31PERSONALISED STYLIST SERVICES
If websites were to offer a personalised stylist service, Other popular options were:
only being shown items that fit them well is the main ▪ Only being shown items that fit them well – 45%
priority for online shoppers (45%). Closely followed by ▪ Having items suggested to them based on what
having items suggested to them based on what they they have previously bought – 36%
have previously bought (36%), this rises to 43% ▪ An outfit builder (including for special events) –
amongst those in the US. 26%
▪ Capsule wardrobe suggestions – 16%
▪ A complete style overhaul – 16%
32Only being shown items that would fit them well and items shown based on previous purchases are
key features which would be most beneficial from a personalised style advice service
MOST BENEFICIAL ITEMS FROM A PERSONALISED STYLE SERVICE
Only being shown items that will fit me 45%
48%
well 41%
Items suggested based on previous 36%
43%
purchases 29%
26%
An outfit builder 34%
19%
16%
A complete style overhaul 18% Overall
14%
16% US
Capsule wardrobe suggestions 18%
14% UK
The option to save items for friends 14%
19%
and family 9%
14%
One off piece suggestions 16%
13%
Question: Q11 If websites were to offer a personalised style advice service, which of the following three things
would you find the most beneficial/valuable? Base: all respondents (4,001)
33AND HERE’S HOW WE FIT IN.. FIT MATCH
We said it. Sometimes there is such a thing as too much choice.
One interesting and contradictory point we found
when reviewing this data was around shopper
motivators and barriers when shopping online
(previous pages 16, 17)…
Whilst the top motivator for shopping online was
more choice (33% of respondents agreed), almost
half (44%) agreed that the biggest barrier for
shopping online was the items not fitting well
when they arrive, quickly followed by
- Not being able to try the item on
- And a complicated returns policy
So what?
35Fashion, meet FIT MATCH
So in our mission to help retailers give shoppers
the perfect fit, first time and every time, we
wanted to develop a product that would help
retailers offer only relevant choice.
Fit Match filters out all the items that won’t fit
them and aren’t available in their recommended
size (we know what this is by matching their
unique body data to the data of each garment on
your website). Leaving just one question for the
shopper to answer before clicking add to cart: Find out more about Fit Match here or…
”Do I like it?”
BOOK A DEMO
36ABOUT RAKUTEN FITS ME
Rakuten Fits Me is a global leading provider of fit recommendation technology. Enabling leading apparel brands,
retailers and merchants to engage with their shoppers, personalise their purchase journey and enjoy valuable
operational insight through a portfolio of products centred on expertise in fit preference:
FIT ORIGIN FASHION IQ FIT MATCH
Fit Origin is the core Get shopper insight and track Fit Match is the ultimate search tool for
recommendation engine driven by performance from the Fashion IQ online retailers. Allow your shoppers to
body data and garment data. dashboards. Optimise product filter by fit and browse only items that
Choose Fit Origin for product page development. are in-stock and will fit their unique
support or combine with Fit Match body shape.
for search filter.
37For any questions contact:
MATTHEW HARRIS
HEAD OF FASHION ECOMMERCE, EMEA
+44 (0)207 427 81 77
MATTHEW.HARRIS@FITS.ME
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