GfK: 'Online fashion stores, focus on customer loyalty'

The toughest fashion buyers on the internet are the group of crosschannel consumers. However, they are also the least loyal to shops. GfK advises retailers to zoom in on customer loyalty in the coming years. "The market goes from push to pull. Retailers must add value for their customers and that is only possible if they know that customer

The toughest fashion buyers on the internet are the group of crosschannel consumers. However, they are also the least loyal to shops. GfK advises retailers to zoom in on customer loyalty in the coming years.

"The market goes from push to pull. Retailers must add value for their customers and that is only possible if they know that customer. What does he want? How do you manage it the best? "Gino Thuij of market researcher GfK said just at Emerce eFashion, the day convention about the online fashion industry that this time for the third time is held.

Thuij went into the figures and developments in this market during his presentation. The fashion market as a whole is about nine billion euros. Only eleven percent of this is spent on digital channels. Where the offline vendors have to deal with sales declines, online stores see sales rise.

The largest growers are currently off-site chains that are now rolling out their crosschannel strategy. Their customers can go to both the brick and digital store to browse, buy and with their service questions.

The fashion consumer is not really busy with new logistic models. Twelve percent wants to pick up their online purchases in the store, but 93 percent prefer to receive a box at home.

"Crosschannel customers spend nearly twice as much as the average offline customer per year: 1077 euros versus 590 euros. On the other hand, the same modern internet buyer has a retail loyalty of between eight and ten percent. In the other group, this is between 11 and 17 percent. "By way of illustration: at Zalando customer loyalty is thirteen percent, with Esprit at eighteen and with H & M at nineteen percent. "If you score twenty, you're already fine."

Remarkable was the observation that online fashion stores buy more in the offer than at offline stores. "And that is growing, because that is now more than last year. Online retailers now know the game of sales, advantage and promotions well. You can see that with shoes more than half of the purchases were not at the normal price, but in the offer. "