Online fashion retailers see 31% growth in traffic

Online fashion retailers have seen a 31% increase in traffic over the past 12 months, compared to just a 1% increase for traditional catalogue companies.

The claim comes from information services company Experian in its 'Engaging Online with the Empowered Customer' report.

It found retailers were failing to capitalise on the increased take-up of online shopping by not encouraging repeat purchasing. Just 30% of customers generated almost 70% of revenues. The report also claims the 45% of customers were single purchases.

Experian accuses retailers and home-shopping companies of failing to live up to customer expectations of multi-channel. It called on them to 'blend' online and offline activities to offer customers a better experience and encourage repeat purchases.

"Greater emphasis needs to be placed on the exploitation and application of existing data assets," said Marie Myles, director of marketing consulting for Experian's integrated marketing division. "The enhanced insight derived from this approach and the move to a coordinated customer contact strategy will lead to more profitable and longer relationships between brands and consumers."

Published by: Luan Goldie

Published 6th February, 2009

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