Next beats other UK fashion retailers for best online shopping experience

The majority of UK fashion retailers are bombarding customers with irrelevant messages about products and items they would never want to buy, according to new research from the data-driven marketing and loyalty analytics company Aimia.

Its Loyalty Lens research shows 52% of online fashion shoppers are being shown suggestions for items to buy that are not relevant to them and 66% have experienced online adverts for fashion products that they would never buy.

By contrast, just 6% say they are often receiving suggestions for fashion items that are suited to their tastes.

The findings also show 69% of consumers are likely to cut ties with these brands, closing down accounts and subscriptions and ‘unfriend’ companies on social channels as a result of poorly targeted communications.

In addition, many fashion retailers are failing to deliver quality online shopping experiences for customers with 49% of online fashion shoppers experiencing difficulty in finding what they are looking for because websites are difficult to navigate. Some 56% say the same because there are too many products.

Susan Rose managing director, Fashion Consultancy Team at Aimia, said: “This festive season, customer expectations are high. They expect retailers to know their preferences, and they want to be able to find what they are looking for at the click of a button.”

“Fashion retailers that successfully tailor customer experiences according to preferences are likely to reap the rewards of increased sales over the short term.”

She added: “Importantly though, these brands will also succeed in laying strong foundations for building long-lasting relationships with their customers once the Christmas spending frenzy is over”.

Meanwhile, the top five fashion retail brands that surveyed customers say offer the best online shopping experience are: Next (19%); M&S (15%); Amazon (11%); Debenhams (11%) and Asos (10%).

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