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Search Expert Gives Views On Retail-And Fashion

08 April 2010 - 09:17 by Graham Miller

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A search industry figure has commented on both the positive and negative experiences of consumers looking to do some safe shopping online scene, pointing out some of the strengths of current online offerings and identifying some key areas in which online retailers need to focus.

Hannah Kimuyu, director of paid search at search marketing firm Greenlight, makes the point that as consumers all over the UK become ever more comfortable with safe shopping online and their confidence in purchasing online continues to grow, the increased demand can only be good for online retailers. However, there is some significant ground to cover.

Kimuyu believes that UK consumers are becoming more adept at finding what they want online. Expectations are changing and there is rather less tolerance of poorly designed sites, inaccurate search facilities and clumsy transaction handling. In general, consumers are spending less time in finding items and, says Kimuyu, tend to have a better understanding as to how they can make search engines work effectively for them.

Kimuyu also has a thing or two to say about online fashion retail. There is praise for online fashion retailers for providing a vast array of options for women who are shopping on the internet. However, Kimuyu points out that the evidence to date indicates that men are actually more inclined to spend greater sums on online retail than women at present.

As a result, the online fashion retail sector needs to cater fully to the male buyer. Although competition is increasing, it would appear that coverage is far from comprehensive, with many men being forced to look for off-line alternatives. Fashion retailers could, Kimuyu believes, drive the same level of revenue from men who shop online as that seen in the female fashion market.