Digital marketing firm Rakuten Marketing has revealed the global retail power channels influencing sales for over 400 brands across the fashion, luxury and beauty sectors.
The findings show the devices and publisher models where these sectors are most likely to see sales.
Key stats include:
• 40% of beauty sales are incentivised by vouchers or special offers
• 66% of luxury sales are motivated by shoppable style guides
• Luxury shoppers are most likely to buy through tablet
• 29% of fashion shoppers look to loyalty and cashback
Trends tracked across Rakuten Marketing’s network of over 200,000 UK publishers, highlight differences in buyer behaviour across shopping audiences; from the rise of beauty bargain hunters to the influence of shoppable content for luxury browsers.
Commenting on the findings, MD of Rakuten Marketing, Mark Haviland said: “Brand managers today have the unenviable task of attributing budget across an ever expanding number of marketing channels. As a result, shopper insight data is becoming essential to simplify the process and allow more informed decisions to drive measurable return on investment.”
Beauty Bargains Hunters
When it came to the beauty industry, data revealed that Brits remain highly motivated by a timely deal, with 40% of beauty sales through the network incentivised by vouchers or special offers. The second biggest driver of beauty purchases was loyalty and cash back schemes such as Nectar and Quidco, which accounted for 33% of sales through the site. When it came to the highest converting shopping device, beauty brands were most likely to convert buyers through a tablet (6%). Beauty shoppers were also revealed to be more likely to make a mobile purchase than luxury or fashion shoppers.
Content Led Luxury Shoppers
Luxury shoppers were revealed to be far more content and advice focused when making a purchase. A staggering 66% of luxury sales were motivated by shoppable style guides such as Fashion Beans and SheerLuxe, as well as shopping curation sites like Polyvore and ASOS Fashion Finder. A further 8% of purchases were driven by lifestyle and fashion blogs. From a device perspective luxury shoppers were more likely to buy through a tablet than PC or mobile device. Luxury shoppers were the least likely shopping audience to buy through mobile.
Fashion Hunters and Reward Seekers
Fashion shoppers occupied a middle ground between beauty and luxury audiences. As with beauty shoppers, data showed fashion shoppers were highly likely to be tempted by special offers and vouchers, with deal sites dominating 32% of sales through the network. Loyalty and cash back sites came in a close second accounting for 29% of sales volume for fashion hunters. However, content sites were also found to play a significant role, with style comparison sites, such as ShopStyle accounting for around 13% of sales and shopping guides a further 5%.
Source: www.rakutenmarketing.co.uk
