Deals lure Indians to buy apparel online

Nearly 50 percent of apparel consumers who buy online in India, do it to get better deals and variety, proving that digital channels are now an integral part of the shopping experience. Bollywood continues to set fashion standards with nearly 40 percent consumers looking to famous

celebs for purchase decisions. Nearly 25 percent consumers continue to buy unbranded traditional clothes, 70 percent more than the Chinese but less than the Malaysians.

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study, ‘PwC Experience Radar 2013: Lessons from the Global Retail Apparel Industry’ confirmed these findings sometime back. It was a global study that tracked how local culture and practices in Asia drove different types of purchase decisions and revealed features in the retail shopping experience that inspires consumers to pay a premium.

E-shopping pushes sales

As per the study, over 50 percent of Indian shoppers buy online to get better deals and variety. Nearly 90 percent in developing Asia browse or buy online (versus fewer than 80 percent for developed countries). However, online payment security is still an issue for almost 20 percent shoppers. Online experiences can provide richer, more robust, and more personalised shopping experiences that customers crave for. Shoppers are using their smartphones to check prices and reviews in-store, spending an average of 15 minutes online per store visit. One in three customers wants to access enhanced product information via in-store tablets.

The study says that companies need to harness the ‘mobile’ by building apps that provide regular style and merchandise tips or supplement the in-store experience to attract savvy high-spenders and convince shoppers to stay longer. Many shoppers browse online but buy in-store. Providing customers a seamless experience that allows them to access product information, pricing, and their own account information across channels is critical to building a strong retail brand.

Show me the brands

The study points out that, two-thirds of shoppers agree that access to leading brands is the heart and soul of their ideal apparel shopping experience. These newly affluent consumers place so much value on it that they are four times more willing to pay for access to branded apparel than shoppers in developed nations. This implies that luxury brands need to align price with brand equity.

Premium pricing reflects exclusivity and quality, which attracts affluent developing Asia shoppers looking to showcase their status. Businesses can help assure consumers of the authenticity of their products by providing information and demonstrations both in-store and online, and by posting online authentication guides to help consumers identify counterfeits.

It further states that since family and friends are the foundation of society in developing Asia, these relationships influence shopping decisions. Using customer analytics and store knowledge, businesses can identify key brand advocates and cultivate relationships with them through incentives such as discounts and invitations to exclusive events. In countries like India and China, celebrity culture is a huge driver of lifestyle. Leveraging film stars, sports icons, and other celebrities can be a powerful tool in building brand awareness.