The drivers of dissatisfaction in ready-to-wear
What are the drivers of dissatisfaction in ready-to-wear, and how can they be tackled?
The drivers of customer dissatisfaction
In a fashion market that is looking rather flat, where only e-commerce seems to have the wind in its sails, it is worth knowing and understanding the drivers of dissatisfaction and the points of friction that persist between retailers and their customers.
Critizr and Proxem joined forces to carry out a sector study on customer dissatisfaction in the world of ready-to-wear.
A little over 40,000 pieces of feedback were gathered for this study and its production.
Here are the main points every ready-to-wear retailer should take away from the study:
- 1 in 2 problems reported concerns size availability
- product availability and size availability are the two criteria that generate the most dissatisfaction among retailers' customers
- 53% of the problems reported concern size availability, which represents 3% of all the verbatim comments analysed. Customers are disappointed not to find every size.
- slightly more than 1% of customers also feel that garments are not always sized well.
The verbatim comments in the survey shine a light on the problem of sizing and product availability. More than ever, these have become the defining features of a poor consumer experience in the digital age.
To find out more about the drivers of customer dissatisfaction in ready-to-wear, you can download the study carried out by Critizr and Proxem.
How can you improve your customers' in-store experience?
Thanks to new technologies, brands can design an original, distinctive purchase journey while keeping the world they have built intact. People talk about “phygital”, or how to bring the strengths of digital into physical spaces. By building this hybrid dimension into their retail strategy, brands give themselves the means to reach curious, connected shoppers, but also and above all to offer a seamless purchase journey.
Whether through their smartphone or another device in store, shoppers must have access to all the information they need to make up their minds. Whether it is in your store or on your online shop, and whether it is today or tomorrow, you have to make your retail chain the one and only best choice choice they have for getting what they want: your item (or items).
Fitizzy, as an omnichannel solution, offers several products that answer retailers' challenges around this experience issue. First, a mobile app. It lets shoppers create their “morphological profile” and find out their size by scanning the barcodes of items in store with their smartphone. If an item is out of stock in store, the user can order it online directly from the retailer's online shop.
When you know that 64% of French shoppers say they use their mobile in store*, you understand how important this tool is in retailers' omnichannel strategy.
For the moment, few shoppers use their smartphone to find out the right size to buy in a store. But it is quite likely just a matter of time, and this app may soon become as essential as e-reservation or click&collect. We are betting that in a few years this innovation will have become the must-have companion on every shopping trip!
Stores have no choice but to adapt to the way shoppers behave. It is worth knowing that 25% of store visitors would rather put an item back on the rack than go and try it on. Today it turns out that the traditional fitting room has become a burden for brands and customers alike. Poor lighting, cleanliness that sometimes leaves much to be desired, cramped space and the wait to get in: fitting rooms have become a byword for bad experiences. Fitizzy offers a connected fitting room that lets any visitor find their size in the store's items without having to get undressed. The Fitiroom is an opportunity for shopping centres and boutiques alike to smooth out their customers' purchase journey.