There’s a new, influential shopper in malls and these Divas look before they leap
By Jay Keller
These new shoppers are twice as likely to use mobile devices while shopping in stores, giving them both access and inclinations to communicate.
Researchers at the Terry J. Lundgren Center for Retailing found Digital Divas to be powerful fashionistas who value price, quality and a multichannel experience.
Digital Divas, according to the data, have higher than average incomes and are split almost equally among men and women.
Researchers found that nearly two-thirds of these shoppers are between 25 and 44 years old, have children and are more often the primary wage earners in the family.
Why do they matter? Their purchasing power and influence, according to the survey, comprises nearly all fashion dollars spent in the U.S. and Europe.
That means these “Divas” are five times more likely to influence friends, family and colleagues.
“Retail has moved far from the days of Mom and Pop stores where consumers were known by name,” researchers said in a recent press release. “Connecting with your customers across physical and virtual touch points is more important than ever.”
But, it’s how these “Divas” shop that really matters.
An overwhelming majority shop at brick-and-mortar locations but use an average of four “technologies and visit an average of 3.4 destinations” like retailer Websites before buying apparel, footwear and accessories.
With the power to influence and money to spend, Digital Divas are worthy of red-carpet treatment,” researchers said. “Make it easy for them to engage with you anywhere, and then listen to – and act on – what these brand advocates say.”
In an effort better understand fashion consumers in the changing face of retail, survey data was collected from representative online panels in the U.S., UK, France and Germany during the fall of 2012.
For more data and details from this consumers study, the “Who are Digital Divas and Why should Retailers Care” may be downloaded at Demandware.