The report demonstrated that although growth in traffic had been exceptional, fashion retailers did not capitalise on repeat purchasing, with 45% of customers making just one purchase. The report also showed that just under a third of customers made up almost 70% of the revenue, customers that should be identified and encouraged to make more frequent visits.

Experian felt that retailers and home-shopping companies were not achieving customer expectations of multi-channel. It called on them to ‘blend’ online and offline activities to offer customers a better experience and encourage repeat purchases.

“Greater emphasis needs to be placed on the exploitation and application of existing data assets,” said Marie Myles, director of marketing for Experian’s integrated marketing division. “The enhanced insight derived from this approach and the move to a coordinated customer contact strategy will lead to more profitable and longer relationships between brands and consumers.”

Adidas have shown that they understand that the savy consumer researches fashion before making a purchase, in this current economical climate all purchasing is becoming more and more considered. Their new look book is very slick and with the occasional play of ‘ beggin’ from their TV ad blends the offline with the online very well.