Great question. Luckily our friends at FusePump, a technology agency and experts in the creation of high-quality product data feeds, have put together a handy report on the subject.
Fashion & Digital Commerce: The Importance of Dynamic Data looks at the emerging channels and digital trends for fashion retailers, from mobile optimisation to Google PLAs, dynamic Facebook ads, and ‘shoppable content’. It also looks at getting more out of established channels such as display advertising and on-site merchandising.
At every digital touch-point, FusePump claims, there are opportunities for fashion marketers to either personalise content, show product attributes in a new or more exciting way, encourage click-through and sales, track engagement, or do all of the above.
It makes sense, therefore, to have a quality product data feed to promote the right attributes to customers, and connect brand content and commerce – making it easy to convert shoppers by giving them all the relevant information and a convenient path to purchase.
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.”
We were interested to learn, for example, that:
- Online fashion sales have grown 265% between 2009 and 2014 and are estimated to grow 41% by 2017, according to the IMRG
- Google claims a fashion shopper will visit 2.9 different sites before each clothing purchase – that’s 11.4 site visits in total.
- 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, based on L2 data.
- Shoppers using multiple devices spend, on average, 50% more on fashion than those that only shop in-store and on PC, according to Kantar Worldpanel fashion.
Amy Wilson of w digital also provided commentary and insight for the report, which can be downloaded (free) here.