Physical Store PK Online Consumption American Retailers Improve Service Pull Customers

As consumers spend more and more online shopping, retailers of physical clothing stores try to show consumers the benefits and pleasures of the physical shopping experience in order to pull consumers back to stores.

American clothing stores use first-rate experience services, well prepared series of products, comfortable fitting rooms, and even mobile device platforms to attract consumers to stay in shops.

Consumers prefer online shopping.

Andrew Zgutowicz, a store management expert at Kurt Salmon, a retail consultancy, said: "retailers understand that each retail channel is equally important, so they formulate comprehensive strategies in their overall planning.

Big retailers take a multi channel strategy and are committed to thinking what consumers want and providing them with every channel.

Zgutowicz said: "the initial results of these strategic implementation may mean that retail outlets for some retailers are not as effective as they used to be.

The percentage of consumers' satisfaction with online retailers is 87%, which is 11% higher than that of physical retailers.

Yes

The advantage is that consumers still shop.

The Cotton Corp lifestyle survey shows that the top shopping channels are chain stores and parity stores (24%), department stores (13%), specialty stores (12%) and discount stores (8%).

Although smartphones and tablets are becoming more and more popular, only 6% of consumers buy most of their clothing online, but the percentage is rising.

Nearly half of American consumers (48%) love shopping.

Lifestyle survey shows that consumers aged 13 years and -24 years old (58%) are more likely to experience consumption than consumers (45%), who are 25 years of age and -70 years old.

Rapid growth of online consumption

At present, lifestyle surveys show that American consumers spend 53 dollars on clothing every month. Consumers aged 13 and -34 spend 58 dollars a month, spending more than consumers aged 35 and -70 spend 50 dollars a month.

According to the statistics of comScore, the consumption of online holidays kept steady at two digits, and the retail sales in 2011 increased by 15% compared with that in 2010.

The strength of the channel increased significantly.

"Mobile technology promotes consumers to develop new shopping habits and behaviors, and on the other hand, retailers are adapting to this change," said Dan Butler, vice president of retail operations at the National Retail Association.

Retailers are trying to ensure that they keep in touch with consumers through appropriate mobile devices. "

He added: "these mobile devices guide consumers to shops and turn into store shopping experiences.

Some consumers do not like retailers to track them through cell phones, but retailers understand that people are less patronizing stores than in the past.

Therefore, retailers are thinking about how to provide better experience services so that consumers are willing to spend more time in shops and spend more. "

Lifestyle surveys show that, on average, American consumers spend two times a month in stores, and at the same time,

Once.

Most of the clothing purchased by 71% of consumers is considered good, and the percentage of impulse consumption is only 29%.

Satisfy the needs of customers.

However, shop display will also give consumers inspiration, especially those who are prone to impulsive consumption.

Lifestyle survey found that 45% of consumers used shop display and window display as the inspiration for clothing matching.

In addition, 7% of consumers asked shop assistants for dress matching methods.

"You can make shop shopping experience fun, but you have to meet the basic needs of customers."

Dan Butler said, "shop assistants must be friendly, appear at any time, understand the needs of customers, the most important thing is to take care of every guest in the shop; the shop environment must be neat and clean; to display the latest goods, the old goods will be off shelves."

Compared with the rich and varied clothing, many retailers begin to tailor their clothes according to their needs.

From the US retailers Urban Outfitter and Anthropologie to boutique Curated in Brooklyn and UnionMade in San Francisco, these stores attract consumers through clothing, art, home textiles, music and even other elements.

"Through the modern interpretation of lifestyle to reflect the elements of clothing, to grasp the needs of customers, to provide a unique clothing series suitable for them."

"These integrated forms of life also help improve the physical store experience," Zgutowicz said.

Ralph Lauren and Polo tried this method several years ago, and today it is still effective.

Improving try on service and playing virtual

Shops are also trying to improve try out service.

According to a survey conducted by a British market research firm Opinion Matters for home textile brand Isme.com, 58% of women said that the fitting room experience made them feel uncomfortable.

Many retailers are working on the fitting room reform: Ann Taylor decorating the crystal in the fitting room; Old Navy moves the fitting room to the middle of the shop; Macy s builds luxurious dressing room, sets up flat panel TV for waiting for the wife or mother to try on the husband or child, and provides comfortable seats.

"Retailers regard dressing room service as an opportunity, because in general, if you can make customers try on clothes, chances are that she will buy it."

Butler said.

Envision Retail's survey shows that consumers who try out clothes have 67% chance to buy clothes, while those who do not try out clothes only have 10% of them to buy.

Some retailers are studying virtual technology to provide services to consumers who are busy shopping.

Topshop uses Microsoft technology to show consumers the image of clothes on them; while the "digital tailoring" of Brooks Brother Madison Street flagship store in New York is tailored for consumers through 3D image scanning; Macy s True Fit technology allows consumers to create archives by describing their body characteristics, clothes owned and worn, and then providing personalized size recommendations to consumers.

Kurt Salmon Zgutowicz said: "virtual fitting room is a hot topic, so that consumers can experience the advantages of shop shopping environment through online retail channels."