When it comes to plotting your online approach, the data needs to be parsed very carefully.
That’s the message from Martin McNulty, chief executive officer of Forward 3D, a digital agency that helps fashion players such as Gucci and Mr Porter make sense of marketing online.
McNulty used his presentation to focus on “what consumers actually do, rather than what we think they might do,” and offered some examples of how shoppers’ online behavior can confound. His presentation drew on search data from around the world and on the company’s work across 42 markets. Forward 3D sees 9.5 million digital interactions each day, including search results, display ads and social media posting.
“The intent of users still isn’t obvious even in a channel like search, where people type stuff in, you still don’t know what people actually want,” McNulty said. “Eighty-two percent of people who buy a mainline product didn’t search for the product they bought.”
This makes it hard to only buy search terms tied to products retailers have in stock, because people meander so much when they hit the Web.
“All you should really be looking at is the [return on investment] that those terms generate regardless of whether or not it’s for a product that you actually carry,” McNulty said of search terms.
And given the money brands put into driving Web traffic, there’s plenty of reason to analyze how different types of shoppers behave. According to McNulty’s research of shoppers who were drawn by clicks paid for by brands, online consumers averaged 7.4 paid clicks before they actually made a purchase.
“What’s slightly terrifying is that 45 percent of women in our data set needed at least 12 paid clicks in order to transact,” he said. “That’s a big number. That’s expensive.”
Half of men consummated their purchases with six paid clicks, while women required nine paid clicks. Despite this difference, McNulty said most brands create a uniform experience for women and men.
“Men’s pages will have men’s stuff on them, but the purchase flow is no different, it’s exactly the same,” he said. “Why is that? We know that women will spend a longer period of time in consideration. Why do we give people exactly the same retail experiences?”
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)