1. WHO ARE
Shoppers
WHY DO THEY MATTER?
Connecting with your customers across physical
and virtual touch points is more important than ever,
especially with Savvy Shoppers. Drawn from all income
groups, Savvy Shoppers use multiple devices and a
keen eye for a deal to satisfy their fashion cravings.
savvy shop-pers: An emerging and
increasingly influential segment of consumers who are highly
engaged with both fashion merchandise and digital technology
What they look like
70%
UK Savvy Shoppers are split
almost equally between men and
women. Along with higher than
average incomes, they share HAVE KIDS
other common traits:
60% 43%
EARN LESS
ARE 25–44 YEARS OLD THAN £29,000 P.A.
Where you’ll find them
France: 15%
UK: 18%
Out of four countries surveyed,
Savvy Shoppers represent
22%
Germany: 23%
US: 27%
of fashion consumers.
How they shop
In the UK, Savvy Shoppers employ
an average of 4 technologies and
visit an average of 3 destinations.
70%
at physical retail stores
51%
at retailer websites
2x AS LIKELY TO USE MOBILE DEVICES WHILE SHOPPING.
Why they are influential
In the UK, their purchasing power accounts for 69% of all fashion spend.
24%
=
Spending Power
43% 67%
UK Purchasing
Influencing Power Power
18%
of UK shoppers are
They are 5X more likely to influence friends,
Like
Savvy Shoppers
family, and colleagues compared to other shoppers.
What they value
Savvy Shopper
Other Shoppers
46% 45%
But SERVICE and
SHOPPER
SHOPPER
$ a MULTI-CHANNEL
experience rank
significantly higher
23% 17% for Savvy Shoppers
PRICE and QUALITY are top around the world.
priorities for all shoppers.
Services Multi-channel
Courting Savvy Shoppers
With the power to influence and money to spend, Savvy Shoppers are
worthy of red-carpet treatment. Make it easy for them to engage with you
anywhere, and then listen to – and act on – what these brand advocates say.
For more data and details from this
consumer study, download the full report.
The data provided in this infographic has been compiled from the results of a University of Arizona
survey completed in the fall of 2012 on behalf of Demandware. More than 7,000 consumers in the
US, UK, Germany, and France participated. demandware.com/digitaldivas
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