Poor online/offline integration costs fashion retailers millions of pounds
According to research by Head London, poor digital/offline integration has cost fashion retailers a combined total of over £31m over the past 3 years.
Head started by rating fashion retailers on the Integrated Customer Experience Scale (ICES), taking into account in-store, website, mobile, catalogue, telephone, iTV, and social media experiences during all stages of the shopping process. It then combined this score with the retailers’ financial performance. The result is a clear correlation between a strong integrated customer experience and sales growth.
In particular, fashion retailers are missing out on simple merchandising opportunities (showing clothes as outfits on online channels), and are perceived to be less focused on their integrated customer experience (compared to many other sectors, such as grocery retailers). They also face the threat of department stores who are more likely to deliver better integrated experiences.
Download the full white paper (PDF, headlondon.com)
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