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The Personal Experience of Shopping

In: The Future of Shopping

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  • Julian E. Markham

Abstract

Clothing and shoe shoppers are the most promiscuous of Britain’s consumers, according to a report issued at the end of June 1996 by Harris International Marketing. Shoppers travel further, with an average of four and a half miles, and visit more shops each trip (more than five) when looking for clothes than any other shopping category. Harris says this is an indictment of retailers’ merchandising and service skills, which gives clothing and shoe shops only one chance in five of making a sale. Maybe it could also be concluded that the desire of shoppers for these articles is so great that five shops feel they can be profitable by offering competing yet comparison choice. However, this shows that shoppers for the more personal choice items, their own clothes and comfortable well fitting and fashionable footwear, are more than willing to shop personally even if more inconvenient.

Suggested Citation

  • Julian E. Markham, 1998. "The Personal Experience of Shopping," Palgrave Macmillan Books, in: The Future of Shopping, chapter 2, pages 11-14, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14797-7_3
    DOI: 10.1007/978-1-349-14797-7_3
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