Summer 2019 – Inside Outdoor Magazine

Inside Outdoor | SUMMER 2019 10 DATA POINTS Source: Merit Mile Source: GlobalWebIndex #3 36.8% years past Fear slowing sales due to rising interest rates Use social networks to research products Discover brands via recommendations/comments on social media Motivated to purchase by lots of “likes”/good comments on social media Motivated to purchase by a “buy” button on a social network Clicked on a sponsored post on Instagram Social Commerce Activities Conducted by Internet UsersWorldwide, Q3 2018 % of respondents 42% 24% 21% 11% 9% ring: Source: eMarketer Source: iVend Retail 26.0% .5% Down 5% 30% Unchanged 35% Up 5% 19% ts comments on ucted by Internet 42% 18-34 35-54 55-64 Total Age 68% 66% 48% 60% Quick and easy checkout Earning rewards or loyalty points Free or easy returns Click and collect/buy online, pickup in-store Personalized offers, experiences and communications Technology like AR, voice-assisted shopping, virtual dressing rooms 83.0% 58.7% 56.7% 44.3% 37.1% 17.7% Which Aspects of the Retail Shopping Experience Do Internet UsersWorldwideValue Most % of respondents, Jan 2019 U.S. Digital BuyersWho Have Purchased Clothing, Shoes or Acces- sories Digitally, by Demographic, April 2019 Source: eMarketer % of respondents in each group Gender Female Male 18-34 35-54 55-64 Total Age 68% 68% 66% 52% 48% 60% Social Moves Down the Funnel While brand awareness is still the bread and butter of social marketing, it also seems to be gaining a place further down the path to purchase. Internet users primarily use social media as a way to research products and discover brands, as cited survey by GlobalWebIndex. However, 21% of users said they were motivated to buy something based on a lot of “likes” and positive comments on social media, indicating that social has the power to influence purchase decisions. Checkout is Still King Despite calls for unique, digital and experiential retail experiences, as well as the concept of “retailtainment,” consumers still say it’s a quick and easy checkout experience that they value the most, show findings from iVend Retail. More Digital Buyers Buying Clothing Online Consumers who have avoided buying clothes online usually cite an inability to deter- mine fit and feel, as well as apprehension toward the return process, as reasons to not purchase. But improved product information and streamlined logistics are changing some consumers’ minds, suggest findings from eMarketer. Kohl’s recent announcement that its brick and mortar locations will handle returns for Amazon could also prove a game changer. Average net promoter score of outdoor apparel brands according to a sur- vey of 597 outdoor apparel consumers by investment banking firm Stifel. The NPS index ranges from negative 100 to positive 100 with a rating of 50 considered ex- ceptionally high. Outdoor ap- parel category scored higher than nearby categories Stifel surveyed, including athletic apparel (30). Source: Shape Security 43