REACHING OUT TO SECOND SCREEN SHOPPERS by Kaia McColl, Trading Executive

The online fashion market is lucrative and fast-growing.  How do we access these online shoppers with advertising and persuade them to choose our brand? Where do they spend their time?

Fashion 1
Age is just a number in this market – women who shop online range from students to middle age, and everyone in between.
Fashion 2
They are social, spending more than 10 hours a week online, most of it spent on their favourite social media sites (79% are Facebook users). They use these social platforms to connect to their favourite brands beyond the checkout.
Fashion 3
Financially, they are impulsive, not letting money worries stand in the way of a purchase.

They are multi taskers who browse online while they watch TV, making it an important tool to catch them while they are in market.

Fashion 4
An integrated strategy combining TV and online platforms offers a great opportunity to target them with a sales message spanning two devices.