Marketing technology agency FusePump, part of Wunderman, has published a report on the impact of dynamic product data on the success of digital marketing strategy in the fashion industry.
The report features commentary from Kantar WorldPanel, the IMRG and w digital, as well as insights from some of FusePump’s fashion clients, including schuh and MR PORTER.
Looking at some of the trends and innovations in multi-channel marketing and on-site merchandising, FusePump’s report identifies some key areas where merchants must have control of their product information to maximise exposure and impact. These include product-level Facebook ads, search engines and ‘shoppable content’ – connecting inventory information with editorial and imagery to monetise content efficiently.
Some key stats from the report include:
• Growth in online shopping for clothing was 265% between 2009 and 2014 (IMRG) and is estimated to grow 41% by 2017.
• The average fashion shopper visits 2.9 different sites before each apparel purchase (11.4 site visits in total) and considers each of these purchases for 27 days. (Google)
• 80% of fashion brands now have a mobile site, compared to less than half in 2012. 67% of brands have m-commerce capabilities compared to just 55% in 2013. (L2)
• Shoppers engaged across devices, on average, spend 50% more on fashion than those that only shop in-store and on PC, according to Shweta Pamula, client manager at Kantar Worldpanel fashion.
Sam Hodges, Head of Multi-Channel at FusePump, commented: “We work with several fashion brands, and are seeing a lot of exciting innovations in this vertical. What some retailers don’t realise is how useful product data can be in creating personalised advertising campaigns, boosting visibility in search and CSEs, and even assisting with internal expansion. Quality product data helps you take advantage of new marketing channels as they emerge, with ads that encourage online shoppers to click and to convert.”
