23/05: eCommerce goes mainstream
I was in Freeport Maine to pick up some outdoor gear before I head to Ottawa. The Senators are finally in the Stanley Cup finals. One night over a campfire, I made a promise to head up there for a game if they ever made it to the finals. You really don’t want to hear what I promised to wear if they win.
Anyway, my dear friend and LL Bean Chairman, Leon Gorman, met me to catch up and try on some new cold weather gear that he recommends. While we were walking around, he mentioned that sales from the website have been booming, and the demographics of the online shoppers are now closely matching the rest of their operations.
On the way back, I was given a report that Forrester had just released regarding online shopping habits. While there wasn’t a ceremony, apparel became the top category in online sales in 2006, trumping the previous long time leader, computer hardware and software.
This is pretty impressive and points to ecommerce going mainstream. Clothing sales online was always considered to be the tough one. People need to try on those bell bottoms before they buy them. But I think a couple of factors helped drive this:
1- eCommerce is finally easy – the ordering process is smooth and natural
2- Internet usage matching demographics of apparel consumers – Sure we all need to wear clothes, but it is the teens that spend the most on apparel. They are also the group spending the most time online. Transacting online is natural to them
3- Clicks and Bricks works – Buying online with the ability to return in store is a big deal, and remove much of the risk
4- Online stores are offering more than just a catalog – Online stores are great for assembling wardrobes on the fly, recommending pieces based upon body size and suggesting what is hot based upon real-time purchase data. This allows the online stores to offer much more than simply a rack of clothes and a dressing room.
On to Ottawa- Go Sens!
Anyway, my dear friend and LL Bean Chairman, Leon Gorman, met me to catch up and try on some new cold weather gear that he recommends. While we were walking around, he mentioned that sales from the website have been booming, and the demographics of the online shoppers are now closely matching the rest of their operations.
On the way back, I was given a report that Forrester had just released regarding online shopping habits. While there wasn’t a ceremony, apparel became the top category in online sales in 2006, trumping the previous long time leader, computer hardware and software.
This is pretty impressive and points to ecommerce going mainstream. Clothing sales online was always considered to be the tough one. People need to try on those bell bottoms before they buy them. But I think a couple of factors helped drive this:
1- eCommerce is finally easy – the ordering process is smooth and natural
2- Internet usage matching demographics of apparel consumers – Sure we all need to wear clothes, but it is the teens that spend the most on apparel. They are also the group spending the most time online. Transacting online is natural to them
3- Clicks and Bricks works – Buying online with the ability to return in store is a big deal, and remove much of the risk
4- Online stores are offering more than just a catalog – Online stores are great for assembling wardrobes on the fly, recommending pieces based upon body size and suggesting what is hot based upon real-time purchase data. This allows the online stores to offer much more than simply a rack of clothes and a dressing room.
On to Ottawa- Go Sens!
