Interviews, insight & analysis on digital media & marketing

Shoppers want to see more digital in their store experience

Clothing shoppers around the world are ‘highly receptive’ to the use of digital technology within their in-store experience, according to research produced by materials science company Avery Dennison, in partnership with GWI.

The survey of 6,300 consumers from seven countries found that 60% of fashion shoppers are open to scanning QR codes on garments to read care instructions, while 51% showed an interested in creating a digital inventory of the wardrobe.

The overall comfort of consumers around digital triggers on garments has increased across the world, and many in China, Europe (UK, France, Germany), and the US already use digital tools to read wash care instructions and to obtain proof of garment authentication.

“Digital technology continues to create new and exciting opportunities within retail. These findings confirm fashion shoppers expect stores and products to be enhanced with smart digital solutions that will make their experience more convenient, informative and engaging. Consumers want tech tools to help them make conscious decisions, and adopt habits such as resale and recycling,” said Michael Colarossi, Vice President of Innovation, Product Line Manager and Sustainability, Apparel Solutions at Avery Dennison.

With the rise of the metaverse and NFTs, 47% of global fashion shoppers have an interest in virtual experiences, and more than a third are keen to purchase digital outfits for their virtual characters. Perhaps unsurprisingly, the research found that male shoppers are more likely to engage with technology than their female counterparts, particularly within these gaming environments.

“Our latest study with Avery Dennison helps us to understand consumers’ collective headspace when it comes to the shopping experience – and shows changes in consumer sentiment. A mutually-beneficial relationship between in-store and online will be a game-changer. Digital tools, from QR codes linking to product information to VR experiences will help retailers be more efficient, support consumers, and help the industry adopt new models for sustainability, transparency, and circularity,” said Chase Buckle, Vice President of Trends at GWI.