Among apparel shoppers, PC still preferred for e-commerce POS
Even as retailers work to improve their mobile optimization for an increasing number of smartphone- and tablet-based sales, they should realize that many of their customers are still using more traditional means when shopping online.
According to a Drapers study in association with Kantar Media, four out of five apparel shoppers primarily use their laptop or PC while browsing and ordering items online. By contrast, tablets were the main device for 10.7 percent of customers and only 8.5 percent on smartphones. This ratio was roughly the same regardless of the age group, with 18-24 year olds still preferring home computers more than 75 percent of the time. Desktops can provide more convenience at the point of sale, which could be influencing the habit.
Notably, apparel sales increased at the end of September, with Investor's Business Daily attributing the uptick partially to cooler weather driving the purchase of seasonal clothing. The total same-store sales were 2.1 percent higher from one year prior, and this trend might continue should the temperature hold steady – the news provider highlighted that the fourth week of September was the coldest it has been since 2006. As the fall season progresses, retail industry professionals who factor in the weather along with customers' preferred shopping methods may be able to improve their total sales before the holidays.
