Promotions are important to fashion shoppers, but not the number one influencer on their behavior.
According to the new SAP Fashion Index, 85% of 5,750 consumers polled rated outstanding customer support as most important when shopping a fashion brand. In addition, 81% of the survey respondents said they expect brands to go above and beyond with offers and promotions.
The survey also revealed significant gaps between consumer expectations and experiences when dealing with fashion retailers. For example:
• 75% of respondents have high expectations for digital shopping experiences, but only 63% believe brands are delivering.
• 73% of respondents expect brands to go above and beyond for delivery and pickup, while only 59% believe brands are performing.
• 57% of respondents expect reward and loyalty programs as part of the overall experience, and only 47% of brands are fulfilling these expectations.
“Understanding the consumer’s ideal shopping experience gives brands an advantage in today’s retail landscape,” said Lori Mitchell-Keller, SAP Industries co-president. “As survey respondents indicated, outstanding customer support is a top desire. Retailers should adhere to this demand, offering personalized, in-the-moment experiences to deliver on expectations.”