5 Surprising Findings About How People Actually Buy Clothes and Shoes

According to a study by Oliver Wyman’s Retail & Consumer Goods practice - which had 1,500 participants - the following five retail myths were debunked.

1. Myth: Shopping has become truly omnichannel.
    Fact: Most journeys are still overwhelmingly single-channel, though this is changing.

2. Myth: The sales channel doesn’t matter.
    Fact: When consumers purchase online, they tend to buy more.

3. Myth: Online shopping is about instant gratification. 
    Fact: Online journeys tend to be longer than in-store.

4. Myth: The retailer doesn’t matter.
    Fact: Spend is dramatically higher at brand stores and websites than in multibrand stores.

5. Myth: Consumers always want something new.
    Fact: Very often, they are happy to rebuy the same or a similar item.

Following on from these results brands and retailers should focus on integrating their e-commerce units into the rest of their commercial organisations, replacing channels that compete for sales from the same customer with a structure that puts the customer first. In the future, customers will decide where and how they shop, and the retail business must make this as smooth - and profitable - as possible.

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