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Fashion Retail Technology

Report: integration of online and offline crucial to success of online retailers

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By The Drum Team | Editorial

April 30, 2012 | 2 min read

A report published by digital marketing agency I Spy Marketing includes research into consumer attitudes to buying high street and luxury fashion online, as well as a review of how effectively brands are embracing digital marketing.

While many fashion retailers have developed a forward-thinking approach to technology, there’s still scope for fashion retailers to improve their digital strategy. It is also becoming more and more vital for businesses to integrate bricks-and-mortar stores with digital assets to offer a seamless shopping experience.The report is based on two pieces of research: a survey of 400 consumers conducted by OnePoll, which looked at the importance of difference factors in the online buying decision-making process, and I Spy Marketing’s own research, which covered paid search, natural search and social media. Some key findings from the research report include:
  • 77% of fashion consumers use Amazon and Ebay to buy a branded product at a cheaper price
  • Early adopters of mobile are using their device to make payments but 54% state they will never use their mobile for shopping
  • Luxury brands have embraced Facebook and Twitter but take-up is slow on Google+
  • Etailers are using paid search to help with their keyword visibility
  • Luxury brands were less likely to rank highly in paid search when using generic search terms
  • Accessories sites dominate the menswear paid search findings
  • ASOS was the highest ranked retailer across the search for generic fashion terms, with the etailer ranking in the top ten a total of 66 times, followed by Amazon and Debenhams.
  • Sales of the tablet are predicted to surpass the desktop
For further insights, the full report is available to download for free below.
Fashion Retail Technology

Content created with:

I Spy Marketing

“The Uptimisation Agency”

Launched in 2005, I Spy is an independently owned digital specialist marketing agency that delivers an integrated natural/paid search, social media and website conversion service to its clients.

I Spy has offices in both London and Manchester and isone of the fastest growing specialists in its field, having built its reputation on the evolution of a whole new approach to digital marketing that it calls Uptimisation.

Uptimisiation seeks to break the boundaries of standard optimisation by blending our analytical and management tools with a deep understanding of target market behaviour and our clients objectives. Through this approach we deliver outstanding ROI without fail every time! Our handpicked team of digital marketing specialists apply their craft with creative precision which has already brought uptimised results for Vauxhall, Dunhill, Avon, Waterstones, Jobsite, UKTV and Parkdean Holidays. I Spy is a founder member of the IPA’s search body, a member of the Internet Advertising Bureau, Google Adwords, Conversion and Analytics Qualified.

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