Multichannel Consumer Data Report


Putting the customer at the heart of business strategies is no new thing for most retailers, but it has never been so important as in the current industry climate. As the industry goes through this transition period following the Brexit vote, retailers are tackling the challenges of having a multichannel business combined with changing consumer habits.

It is with this in mind that we bring you the 2017 edition of Drapers Multichannel Consumer Insight report, sponsored by K3 and Attraqt. We surveyed 2,000 UK consumers on topics including online and in-store shopping, use of mobile and tablet, social media, personalisation, and delivery and returns.

At the roundtable where we unveiled the report, many retailers in attendance said that it reassured them that their multichannel strategies are aligned with customers’ expectations. However, there were some unexpected findings – one was that, overall, stores are still the most popular shopping channel.
However, customer habits and expectations are shifting – and this research reveals how.

As consumer habits evolve and technology improves, it will be interesting to see how the industry continues to adjust to the changes. One thing is for sure: the customer really is king and must sit at the heart of any successful fashion business strategy. 

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