By the arrival of eCommerce and social networks , consumers are changing their habits . So much so that according to the report ‘ Loads od fashion? The relationship with the omnichannel customer in the fashion sector in Spain. Challenges and Opportunities’ , elaborated by PwC in collaboration with Coonzoom and Comerzzia, based on interviews and analysis of behavior in social networks of 1,000 consumers aged 16 to 65 years, 40% of consumers follow an omnichannel process of purchasing decision and 18% of fashion online purchases are through mobile devices (up to 50% in some brands). In addition, the report notes that average order value of online shopping is two to three times higher than in physical stores. 9% said that the apps are their main means of consultation and 11% use them as their main channel of purchase. So we must pay attention to the 3 profiles of buyers based on their way to buy:
- Traditional buyers. Remain the majority (60%). They do not adapt to the online world and are the elderly and children who buy with their parents.
- Digital purchasers. They represent 21.2% of the total. Composed mainly of women between 25 and 44 years. Pragmatists and opportunists.
- Mixed buyers. Accounting for 18.4% in total. Mailny men under 44 who perform a type of very thoughtful purchase.
In conclusion we can say that there is a 40% buyers buying in digital media or their purchase decisions occur in the online environment. Not only that, more than 80% of online shoppers said to check websites or apps brands and 53% have a look in social networks. In fact, in 2015, 72% of brands have some kind of eCommerce presence. At this point is when we have to focus on influencers. They have great power of prescription among consumers. On average, brands have a percentage of influencers ranging between 24% and 60% among the total of his followers. A brand that is able to identify their influencers and manage their relationship with them will have a competitive advantage.