The Hype: what’s hot and happening in premium retail?

Welcome to The Hype – a monthly digest of the hottest products, trends and innovations from the world of premium and luxury retail, hand-picked by our Premium Panel.

Apple Watch launch

On the 24th of April, the long-awaited Apple Watch Sport, Watch and Watch Edition will go on sale. There are three different models on offer in two different sizes and prices range from £299 to an eye-watering £13,500. In addition to telling the time through a range of customisable clock faces, the Apple Watch offers notifications, health and fitness tracking and new ways to communicate with others. Several apps will be available on the Watch too, including Siri, Messages and Maps along with information pulled from calendars and email. There’s been very mixed opinions on the Watch especially from the fashion world who have viewed the watch as a gadget, rather than this season’s must-have accessory. Whatever your opinion, it’s guaranteed to cause chaos outside Apple stores across the globe when it launches in a few weeks.

The Cult and Classic

This month sees the launch of The Cult & Classic, a new womenswear e-commerce site. Having gone live with a preview site on March 18th, the official launch is scheduled on April 15th. Founder Beth Wallace, who was previously Michael van der Ham’s Business Partner, selects labels ranging from emerging talent, to wardrobe staples and heritage brands with an edited selection of pieces from these collections. Our Premium Panel has been eyeing up their collection of iconic Bella Freud Jumpers.

The Cult & Classic also focus on the very best customer experience. All customers will receive a personal shopper who will be on hand to answer any queries and they also offer a generous loyalty scheme to all registered customers on the basis of one point earned for every pound spent. Check it out here: www.thecultandclassic.com.

An exclusive discount from Secret Linen Store

Secret Linen Store

In our last survey, our panel members stated that they’d like to access more discounts and offers from premium and luxury brand. In light of this, we are delighted to offer our Premium Panel members an exclusive discount from luxury bed linen destination Secret Linen Store!

The Secret Linen Store offers the most luxe bedding we’ve ever come across. All bedding is designed in-house and woven in Portugal using the best cotton yarns and come in an array of beautiful prints and patterns.

Not only do they already offer beautiful linen at up to 40% less than the high street – they’re also tempting us with an extra 12% OFF* their new collection.

Just use code MAKEMYBED at the checkout to receive your discount until 30th April 2015. *Please note offer is not valid on clearance lines, or valid with any other offer.

Visit Secret Linen Store here: http://www.secretlinenstore.com/

Spring fashion picks

With Spring well on the way, our Premium Panelists have been looking to purchase some new-season staples. We’re clearly ready to ditch our boots as high on the panel’s wish lists is footwear from strappy ballet flats to bright and colourful trainers.

Two new launches that have caught our panel’s eye this month are the Addidas x Pharrell Williams Supercolour range which come in a spectrum of 50 different colourways as a ‘celebration of equality through diversity’.

Nike have also launched their Air Max City Collection which is made up of six pairs which represent the fashion-forward capitals of London, Milan, New York, Paris, Shanghai and Tokyo each sporting a vibrant, floral pattern that symbolises its region. We want them all!

Shopping survey

Thanks to everyone who completed our Easter survey last month and congratulations to Naomi Flood who won our hamper of Easter goodies from Hotel Chocolat!

If you’re interested in reading about the findings of our shopping survey’s – check out our new series on our blog each week – the Insight Edit.

See you next month!

Insight Edit 5 – how consumers make big ticket furniture purchases online

Here at Leapfrogg, we have a panel of more than 800 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

This week we are focussing on what factors influence purchasing decisions for consumers buying big ticket items online.

55% of our panel have made a big ticket furniture purchase (over £100) online in the last six months. We asked them which methods of consideration they used when making those purchases:

Insight Edit 5

 

As you can see, by far the most important method of consideration our panel used was looking at the product in detail on the retailers website (78.31%). This was over and above looking at the product in store (60%.) This shows that contrary to popular belief, there are a growing number of people who are prepared to buy furniture having not seen the product in real life.

Next came the researching of price(46.99%) which showed us that price does have a role to play when consumers are buying big ticket items and are still keen to get a good deal.

38.5% of our panel members use customer reviews as a decision making aid. Reviews play a key role in giving consumers security in their purchase decisions and they are even more important when spending larger amounts of money.

The consideration methods that our panel used the least when buying furniture was reading bloggers opinions and reviews (13.25%). This suggests that this sector is less swayed by influencers than other premium sectors such as fashion.

Engaging on social media also held less sway in the purchase journey with only 8.43% using social media to influence their decision to purchase.

To conclude, having a strong, clear and engaging website with high quality imagery is paramount for furniture retailers. Investment should be made in ensuring the website is user friendly and easily found before other forms of engagement such as social media, blogger PR etc.

Please see our recent report of Customer Engagement in the Retail Sector to find out which furniture retailers are doing well to engage their customer base during all stages of the buying journey.

The Insight Edit – how to make your customers feel valued

Here at Leapfrogg, we have a panel of more than 900 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

This week we are focussing on the ways retailers make their customers feel valued. Feeling valued by a brand or retailer is a large factor in a consumer’s decision to remain loyal and we wanted to find out what factors contribute to that.

We asked our panel to think of the brands they feel value them as a customer and then asked them to think about why that was.

Making customers feel valued

As you might expect customer service was the top response with 72.29% of respondents selecting it.

Ensuring you offer exceptional customer service is the best way to make your customers feel valued. It is therefore key you invest in this area within your business across internal processes, staff training, delivery methods and response times.

Next in importance is the way you communicate with your customers (54.2%). Understanding who your customers are and therefore the way in which they would like to be communicated with is important to not only make the first sale but to create customer loyalty and encourage repeat purchases. Interestingly men found this to be of far more importance than women with 70% of men and only 48.3% of women selecting it as a factor.

Offering discounts make 30% of customers feel valued. This suggests it is not always necessary to offer discounts to your loyal customers. If you offer a great customer service and communicate and engage your customers effectively then you can charge for your products profitably.

Loyalty schemes were a close 4th place with 28.9% of respondents stating it as a factor. This perhaps suggests that many loyalty schemes don’t create the warm fuzzy feeling towards a brand that is expected. Perhaps consumers don’t appreciate the benefits on offer and see through the schemes as a device to make them spend more.

Asking your customers for their opinion is the least important factor in making them feel valued (27%). However, this is only a couple of percentage lower than the previous two factors and so should not therefore be overlooked. Asking for customers input on new product development or asking them what they want from you can often generate a wealth of useful information you can use to increase revenue and profit.

The key takeaway from this week’s Insight Edit is that the physical service your customers receive from you is the lynch-pin in making them feel valued. Ensure you offer them great service and communicate with them effectively – easy!

The Insight Edit – brand loyalty and engagement

Here at Leapfrogg, we have a panel of more than 900 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations.

Every month, we question them on a range of topics from buying behaviours and brand opinions, to emotional purchase triggers and their recent shopping experiences. We then collate the results into a weekly bite-size edit of the insight we gain in our search to truly understand the mind of the premium customer.

This week we are focussing on the elements our panel believe are most important for brand loyalty and what it is that brands or retailers do to make them feel valued as a customer.

Firstly, we asked our panel to think of the brands they are most loyal to and tell us what category of retailer they fall under:

Insight edit

As you can see, the retail categories that have the most loyalty within our panel are those that sell either fashion or multiple products with 30% of the vote each.

One might argue that this is because consumers are likely to purchase multiple times from these categories as fashion is seasonal and multiple product retailers offer a wider range of products.

However, when we dig into male and female responses there are marked differences. Men are far more loyal to clothing brands. This indicates that men tend to find a style they are happy with and are likely to stick to one brand rather than shop around. This highlights how important it is for men’s fashion retailers to deliver a good shopping experience first time round to encourage repeat purchases.

Only 10% of women chose fashion as their most loyal brands and instead chose multiple product retailers (30%). This highlights how women tend to shop around for fashion and how much harder a women’s fashion retailer or brand has to work to retain customers.

We then asked our panel to rate the factors that influence their brand loyalty:

Insight Edit 2

InsightEdit3

The quality of the product came out as the most important factor with 89% of respondents rating it as very important. Next was customer service with 62% rating it as very important and then price came in 3rd with 59% rating it as very important. An engaging brand was of least importance to our panel, although 39% still rated it as somewhat important.

We then looked the variations on these responses according to gender, age and income.

We noticed that men found customer service slightly less important than women with 60% of men selecting it as somewhat important vs. 60% of women choosing it as very important.
Men were also less focussed on price than women, with only 30% selecting price as very important to them. Combining this with the fact 90% of men stated that the quality of products is very important shows that if brands have good products and can provide a good shopping experience first time – they will gain long term loyalty from male customers.

We found across the board that age and salary showed a similar response pattern and therefore the importance of product, customer service and price tended to be universal across age and salary. Gender was the only factor that affected opinion on brand loyalty.

The key takeaway from this week’s Insight Edit is that if you have both male and female customers – make sure you are catering to their shopping preferences in order to gain their loyalty.

See you next week!

 

The Insight Edit – Engaging elements of email for premium consumers

Here at Leapfrogg, we run a panel consisting of more than 700 premium retail consumers. We engage with them on a regular basis to help us understand their customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

This week we are focussing on the factors that make emails from brands & retailers the most engaging for our panel.

We asked our panel to pick three reasons why they frequently open emails from brands & retailers and why they enjoy reading them.

Insight Edit

Discounts and offers

With 72% of respondents selecting it as important, emails that offered discounts and offers to the reader came in head and shoulders above all factors.

This reinforces the shopping behaviours that we have seen in recent years – that there has been a shift in buying behaviour and across all sectors of society and consumers have become more price conscious and constantly looking for the best deal or discount.

We drilled our data down further into gender and age group specifics, and found that only 30% of male respondents chose this factor opposed to 6 % of women. This highlighted how women are far more price conscious than men. The highest proportion of those that selected offers (27%) were in the age category 31 – 35. This is generally the age at which disposable income is squeezed the most as consumers have young children, mortgages etc.

Many retailers have struggled with the offer and discount culture and the effect it has on their brand and profit. Therefore to retain a premium and profitable customer base we recommend rather than cutting prices and offering deals on a regular basis, brands should focus more on exclusive offers for loyal customers that provide added value to their purchases.

Timing is everything

The next most important factor in creating engaging emails was related to the timing of them rather than content. 52% of people felt it was important that they were not inundated with emails. Therefore a crucial part of a good email campaign is to test and refine your send times and frequency, particularly within the premium sector.

Again, drilling into gender shows a marked difference with 70% of male respondents selecting it vs. 45% of women.

Curate specific products to suit your customers

Showcasing new and recommended products came a close third and fourth place. This highlights the importance of understanding the buying habits and behaviours of your customer base and being able to curate specific products to suit them.

Apart from product content, providing other types of content was only of medium importance across the board. This does not mean that it isn’t important for retailers not to have this type of content within their emails to engage and inspire, rather that it is a nice to have after getting the basics of product, offer and timing right.

Mobile optimisation

Interestingly, only 4% of our panel believed that mobile optimised were important. This is likely due to a lack of understanding of how the emails they are viewing on their mobile devices have already been mobile optimised to allow for easy reading.

The key takeaways from this week’s edit is that it is crucial to understand the type of customer you are sending your email to as there are large differences in how email is read and received across different genders and age groups. A ‘one size fits all’ email strategy will not provide high engagement rates and conversion and could end up alienating your customers instead of retaining them!

The Hype: what’s hot and happening in premium retail this month?

Welcome to the February edition of The Hype – our monthly digest of the hottest products, trends and innovations from the world of premium and luxury retail, hand-picked by our Premium Panel.

The Culture Cloud

Lulu Guinness has just launched The Culture Cloud – an interactive hub and online magazine. Each issue will present a new topic to explore, collaborating with a brand partner to give exclusive content and will also offer the chance to review products, attend exclusive events and win prizes. Click here to join the newsletter.

Very Exclusive launches

This month also saw the launch of Very’s new online shopping destination Very Exclusive.

The site is the latest project of Sarah Curran, founder of My-Wardrobe, and offers an expertly edited selection of over 100 of the world’s leading designers and beauty brands.

The bit that has got everyone the most excited is the fact that the site operates on Very’s payment model, allowing customers to buy an item and spread the cost in installments in order to make luxury designer labels accessible to all.

The Premium Panel were impressed with the new website which looks slick and stylish but also includes every ecommerce tool, filter option, social media links and product information that you see other websites criticised for not including. The user journey and editorial content is also seamless with links to inspiration pieces which add value to the customer and link to the products on offer.

The new High Street label

Another new launch this month was the highly anticipated new fashion label Finery London. The label is the brainchild of a former Topshop designer and ex-Asos fashion and buying directors and offers luxurious, concept-driven designs at an accessible price point. The Premium Panel were particularly excited about this new launch due to the uniqueness and price of their garments which are reminiscent of labels such as Cos and Whistles.

Live trends at London Fashion Week

Last week also saw London Fashion Week come round once again with designers showing off their AW15 collections. This year, more brands than ever used technology during to engage their customers and deliver an omnichannel experience for not only those attending the shows but also for shoppers.

Topshop and Hunter both launched large scale outdoor digital ads to engage with fashion fans not attending the trade event.

Tosphop teamed up with Twitter to analyse real-time data to identify trends as they emerged and allow shoppers to buy goods in real-time. As key trends emerged they appeared in the Topshop trend cloud on billboards as hashtags such as #colourblocking, #pleats and #utility.

Topshop then allocated a screening area at its Oxford Circus flagship store to allow customers to watch the Topshop Unique fashion show streamed live from Tate Britain. The move furthers the brands attempt to democratise London Fashion Week for its customers and involve them in the event.

Customers were then able to Tweet @Topshop using one of the trend hashtags to receive a curated shopping list from the store which was inspired by the trend.

Hunter streamed their Fashion Week show live across the UK. In partnership with Ocean, an outdoor marketing specialist, the brand’s autumn/winter show in London was shown to shoppers and fashion fans on large-scale outdoor screens in some of Britain’s largest cities; including Glasgow, Birmingham and Manchester in order to bring their show to a wider national audience.

Forward thinking British brand Burberry also partnered with Twitter and offered users of the social media site the chance to capture pictures of its show live from the runway.

By tweeting #Tweetcam to the @Burberry Twitter account, users will trigger a camera to take a photograph from the best vantage point within the show space as the models walked down the runway.

Each picture is then personalised with the user’s Twitter handle, a time stamp of the moment the image was taken and then tweeted back to them.

The Leapfrogg Premium Panel survey

Thanks to all who filled in our February survey. You can read about our findings on sale shopping over on The Insight Edit. Big congratulations to Laura Mottam who won our survey giveaway and will be receiving a rather lovely subscription to Not Another Bill.

Watch this space for our next survey launching mid-March!

The Insight Edit – Sale Shopping

Here at Leapfrogg, we have a panel of more than 700 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behavious and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

This week we are focussing on how our panel took advantage of the sales this year.

Surprisingly, only 10% said they took full advantage of the sales by buying multiple items with 73% spending the same or less than the year before.

44% said they bought a few items but a significant proportion of the panel (30%) bought nothing at all.

We looked at the differences in the way men and women approached sales and found a similar pattern with the only difference being that NO men bought multiple items, with a slightly higher percentage (60% compared to 45% of women) buying a few items.

We then assessed if income was a factor in whether our panel were shopping in the sales and found that it had no real effect on the patterns of behaviour. We can assume from this that no matter what income bracket you are in; there are similar proportions of people who like to shop for a bargain in comparison to those who are not prone to sale shopping.

Age did however seem to be more of a factor in sales purchases, with 0% of the panel more than 45 buying multiple items in the sale. Perhaps more mature shoppers know exactly what they want and are less likely to be swayed by a deal?

We then asked what particular items people were purchasing in the sales. As we expected the majority of purchases made within the sales period were for clothing (57%). The next highest category was home accessories (20%) with electrical goods next (14.4 %).

Perhaps unsurprisingly and conforming brilliantly to stereotype, is the fact that the category in which the highest proportion of men purchased were electrical goods and the category they purchase the least in being health and beauty.

Age and income seemed to have limited bearing on these categories with fashion, home accessories and electrical goods being popular across all age and income groups.

So our Insight Edit this week highlights no great surprises in the buying behaviours and categories for this year’s sales, apart from perhaps the fact that contrary to what the mass media might suggest, few of our premium panel are avid sales shoppers.

The lack of sale shopping this year may also be due to retailers feeling a “hangover” from Black Friday. Towards the end of November, many retailers were discounting heavily so consumers were able to snap up bargains before Christmas which according to IMRG figures is having a knock-on effect on January sales growth.

Therefore premium brands and retailers should focus on providing a great shopping experience in the run up to Christmas this year rather than rely on less profitable revenue generated by the post-Christmas sales period.

Next week our Insight Edit focuses on the aspects of the shopping experience our panel claim are the most important in generating customer and brand loyalty.

The Hype: what’s hot and happening in premium retail this month?

With Christmas and New Year feeling like a distant memory – plus the fact that it’s cold, dark, and we’re down to the last pennies of our bank accounts – it’s no surprise that January is often described as the most miserable month of the year.

In light of this, we thought we’d dedicate this month’s Hype to the things we’re looking forward to in premium retail in 2015.

Presents in the post

If you’re looking for something to make you smile each month then why not explore a monthly subscription box as recommended by our Premium Panelists.

Once a month, Not Another Bill sends out a beautifully wrapped and carefully curated surprise gift in the post that has been exclusively created in collaboration with a handful of top designers and artists. From their beautiful packaging to the personalised letter explaining the present, it’s clear that Not Another Bill has really considered how the whole experience looks and feels.

Also highly recommended by our Premium Panel was My Little Box which aims to surprise and delight you with a box of beauty, fashion and lifestyle discoveries each month. They have over 80,000 subscribers in France and we can see why it’s becoming so popular over here.

If you like the idea of having a treat in the post each month then also check out other subscription boxes including Glossy Box and BirchBox for beauty enthusiasts. For foodies, take a look at Flavrbox and Cocoa Runners.

Alexander MQueen Savage Beauty

From the 14th March to 2nd August 2015, the highly anticipated Alexander McQueen Savage Beauty exhibition is coming to the V&A Museum in London. The exhibition celebrates the extraordinary creative talent of one of the most innovative designers of recent times and will be the first and largest retrospective of McQueen’s work to be presented in Europe. The V&A has already sold more than 16,000 tickets and due to popular demand they have just extended the exhibition for two weeks, so it’s definitely worth booking soon if you don’t want to miss out.

Collaborations

There are plenty of big collaborations happening in 2015 to get excited about.

Beyoncé for Topshop

Beyoncé has teamed up with Topshop and will be launching a range of active wear later this year. The collection will include clothing, footwear and accessories across dance, fitness and sports categories. While celebrity and fashion collaborations are ten a penny these days, this one is meant to be more of brand in its own right with a 50/50 alliance between Topshop and Beyoncé’s company Parkwood.

David Beckham for H&M

David Beckham has long enjoyed a good relationship with H&M by previously collaborating on a highly successful underwear range. This year, he’s teamed up with the high street store once again to create Modern Essentials Selected by David Beckham. Beckham hasn’t been flexing his creative muscles for this collection but has chosen his favourite pieces from H&M’s spring 2015 Modern Essentials collection – essentially creating a guide to what he would wear if he were to shop at H&M. Think bomber jackets, white denim jackets, sharp linen blazers and crisp white shirts.

Beckham will launch the range along with his spring underwear collection for the label on the 5th March. He has also been more than obliging in modelling the range which was shot by famous film director Mark Forster.

Other collaborations to mark in your diary include H&M for Coachella, Christopher Kane for Nars cosmetics and Lily Pulitzer for Target which should be available in the UK via Net-a-Porter.

Wearable technology

For the past year or so, the main use of “wearable” technology has been for fitness, such as measuring steps, calories burnt and your heart rate. But in 2015, experts say, we can expect to move past that with an array of new wearable technology products.

Apple has announced that the Apple Watch will launch in April this year, describing it as the “most personal device we’ve ever created”. Beyond telling the time, the watch will feature a heart rate monitor as well as providing at-a-glance notifications and mobile payments. Several apps will be available on the Watch too, including Siri, Messages and Maps along with information pulled from calendars and email.

Being an Apple product, this watch will no doubt have people queuing from the early hours outside Apple stores across the world.

Pantone’s colour of the year

With every New Year comes new trends. Each year, Pantone gathers a colour committee together to debate colour trends gathered from experts around the world – and ultimately pick which shade will become the new black.

This year, Pantone have officially named the colour of the year as Masala which they describe as an “earthy red wine that embodies the satisfying richness of a fulfilling meal while it’s grounding red-brown roots emanates a sophisticated, earthiness.” The hue isn’t a risky one compared to last years’ Radiant Orchid, so expect to see this shade trickle through to your wardrobe, beauty collection and interiors this year.

Premium Panel

We’ve got loads of exciting stuff lined up for our Premium Panel members in 2015 – kicking off with our next survey and giveaway which will be coming your way in February. Watch this space – and don’t forget to sign up to the Premium Panel newsletter as well as joining our Facebook Group.

The Weekly Shop (5th – 9th January)

Welcome to the first Weekly Shop of 2015! This week we have predictions for 2015 across ecommerce and mobile, how this year’s Black Friday spending compared to last year and how men and women shop differently at Christmas following a survey from our Premium Panel.

Black Friday spending up 18% in 2014

New figures this week have revealed that consumers spent 18% more on Black Friday 2014 than they did on the same day in the previous year as they looked to get the best deals in the run-up to Christmas. According to data from Barclaycard, Black Friday 2014 was the highest spending day on record as UK consumers spent £810 million in one day.

Five ways technology could shape UK retail in 2015

Developments in retail technology are enabling retailers to offer a more bespoke and personalised service to customers andthis next article takes a look at five ways technology could help shape UK retail in 2015.

20 ecommerce trends and predictions for 2015

In our next article this week, Econsultancy have asked an expert panel of ecommerce professionals to predict the trends that are likely to shape ecommerce in 2015.

Six mobile retail predictions for 2015

Continuing the theme of predictions for 2015, this next article explores six big things retailers can expect to see from mobile this coming year including payments, personalisation and wearables.

Do men and women shop differently at Christmas?

Just before Christmas, we asked our Premium Panel – which is made up of over 700 UK consumers – how they were intending to organise their gift-buying this Christmas. We asked our Premium Panel two key questions which produced some interesting insights around the difference in the way that men and women shop. Head over to the Froggblog to read more.

That’s it for this week! Thanks for reading. We’ll be making a few changes to The Weekly Shop newsletter this year, so watch this space!

Do men and women shop differently at Christmas?

We know how important customer experience is to the modern consumer, which is why Leapfrogg has an ongoing quest to understand the needs and behaviours of the premium shopper. One of the most regular discussions we have about this is the difference in the way that men and women shop.

With Christmas fast approaching, we decided to ask our Premium Panel – which is made up of over 700 UK consumers – how they were intending to organise their gift-buying this Christmas.

We asked our Premium Panel two key questions and below we compare the boys to the girls.

Which channels are you most likely to use as part of your Christmas gift research?

"Likely" or "Very Likely" to use during Christmas gift research - Women

"Likely" or "Very Likely" to use during Christmas gift research - Men

At first glance it seems as though men and women are pretty similar in the mix of channels that they’re using for their Christmas shopping. There are, however, a few small but not insignificant differences we spotted:

• Women are more likely to use a number of different channels equally in combination to research purchases at Christmas
• By comparison, men are more likely to use individual brand websites (33%) and emails from brands (12%) than social-based channels
• Although marginal, women are more likely to use social channels than men to research their purchases with 24% likely to use them vs. 21% of men
• Overall, the percentage of those likely to be using social media channels is low compared to the high percentage of people likely to use brand or lifestyle websites as part of their consideration process

Therefore, retailers should be prioritising their Christmas marketing spend for digital channels in the following top five order to maximise on the research habits of their target consumers:

1. Brand website
2. Coverage on lifestyle/fashion websites
3. Email
4. Coverage on influential blogs
5. Facebook

Which channels are you most likely to go on to make your Christmas gift purchases through?

Channel most likely to make Christmas purchases through - Women

Channel most likely to make Christmas purchases through - Men

The key take out here is that although men and women are both shopping through a variety of channels, women are more likely to be using a combination of purchase channels than men (55% vs. 42%).

The main difference between the purchasing behaviour of men and women is that men are more likely to purchase numerous gifts in one place and use multi-brand retailers (28% of men vs. 18% of women).

Brands marketing to men, therefore, must make the experience on their site and in their email marketing stand out from multi-brand stockists to ensure they get the sale.

Those with a target audience including women need to understand the combination of channels most relevant to them and split marketing efforts across them to capture the broad spread of research and purchase behaviours women like to use.

To find out how you can understand more about your customers’ shopping habits and behaviours get in touch with us or read more about what we do.