June 20, 2016
When we talk about the U.S. apparel and accessories retail eCommerce industry, we’re talking about big business.
Revenue is predicted to skyrocket from $52 billion in 2014 to $86 billion by 2018, according to online statistics portal Statista. Even better? It shows no signs of stopping anytime soon. Total revenues for small to medium businesses from eCommerce jumped from $75 billion in 2013 to an estimated $100 billion in 2015. From big businesses to small brands, selling online is where it’s at. 
A few big name brands like Gap, Victoria’s Secret, Nordstrom and L.L. Bean have distinguished themselves as eCommerce leaders, but the field is far from the exclusive domain of conventional retailers. In this notoriously dynamic industry, success belongs to those who—regardless of size or status—adapt and evolve to changing consumer attitudes and behaviors.
This means everyone from a small luxury brand to an even smaller startup is standing on a level playing field, with the same tools and opportunities available for use. And to keep pace with consumer demand and the competition, everyone is guided by the same principle: give the consumer what they want, when they want it. Fail to keep up with the dynamics of the fashion industry (and retail industry in general), and you’ll be left behind.
Today’s screen-addicted, always connected, research obsessed consumer is the one in control and to be successful, you need to be everywhere (literally) your consumer is. It’s no longer just about offering the latest trends at the most competitive prices – fashion retailers need to consider their end-to-end service across physical stores, online channels and mobile devices. In other words, while the consumer experience used to be linear, it is now not only dynamic, but customer-led for the first time in history.
Marketing trends come and go, but there’s one “trend” that, despite some controversy, is not a trend at all, it’s a revolution: omnichannel. All growth-minded fashion e-tailers should be aware of the three most important developing consumer traits of the last decade:
Familiarization: They expect you to know who they are, what they’re interested in, and all of the channels they’ve used to interact with your brand
Personalization: They want a personalized shopping experience tailored to their preferences, tastes, demographics, and past purchase behavior
Connection: They look for brands with which they can have a sense of connection, and if they find it they’ll tell all of their followers
Remember, to your consumer, there is no omnichannel, there is no multi-channel, there is no one path to purchase, and there is certainly no magic marketing tactic that will get them to spend money. Consumers don’t care about your marketing strategy; they only care about feeling like a valued individual with an easy, hassle free shopping experience from beginning to end. Read more about how you can give consumers what they want by getting up close and personal with today’s omnichannel consumer and eight strategies for finding success in our new eBook “Fashion, the Ecommerce Evolution and the Omnichannel Imperative.”
Have omnichannel marketing questions? Tweet us at @springbot using the hashtag #UniteYourMarketing.
About Kelly Schmalz Evans
As an expert in email and social marketing strategies with a background in eCommerce, Kelly brings more than seven years of experience in omnichannel and automated marketing campaigns for fortune 500 clients and innovative retail brands. As Springbot’s Marketing Manager, she generates eCommerce marketing focused content, including customer success stories, industry related press releases, eBooks and contributes to multiple industry blogs, including Springbot’s eCommerce Marketing Blog. Follow her on Twitter for eCommerce and fashion tips @SavvySchmalz
Springbot delivers an eCommerce marketing platform to small and medium businesses (SMBs). Founded in 2012, Springbot is a Gold Technology Partner of Magento - combining the power of marketing automation and marketing analytics to deliver its Marketing Robotics™ service. Their SaaS offering integrates and makes simple the data, content and multi-channel marketing tools (social, online, email, etc.) eCommerce SMBs need to drive more traffic, conversions and overall revenue. Springbot helps eCommerce SMBs grow their revenue by taking smarter, data-driven marketing actions.