What Retailers Need to Understand About the Online Apparel Shopper

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By Andrew Custage, Total Retail

Now over two years into the pandemic, the apparel retail category is steadily recovering following declines in 2020. With consumers returning to in-person workplaces, schools and social activities, the need for new clothes has been met with changes to the retail landscape and, inevitably, the role of digital vs. in-store shopping.

A new report from Sense360 by Medallia uncovered emerging differences between online and in-store shoppers. Understanding these distinctions can help retailers win over today’s consumers.

Key Findings
Apparel’s recovery has been driven primarily by a sustained shift toward digital shopping, with in-store sales still trending below pre-pandemic levels. Though certain pandemic-induced habits have stuck, including consolidated shopping trips to accomplish more in each visit, in-store transaction volumes are still down compared to 2019 levels. However, the data reveals that consumers are buying more in each purchase, which could be a result of pandemic-induced habits.

Online shoppers have some demographic differences from in-store shoppers and also have a higher degree of concern about COVID-19. Online visits are especially short, with the majority lasting just under 20 minutes, and almost one in five lasting under 10 minutes.

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