HOW PERSONAL
SHOPPERS INFLUENCE
CONSUMERS
EXPERIENCE
The percent of consumers
who still shop in brick and
mortar stores ranges in age,
which shows that there must
be a strategy within the
fashion industry which brings
consumers in store rather
than proceeding with the
‘convenient’ option of online
shopping. Shops within the
mass market like Topshop,
Debenhams and John Lewis
all offer a system of ‘personal
shopper’. (Connell, 2015)
whereby an individual whom
is normally an employee for
the business with experience
is able to assist a consumer to
give them advice and guidance
for a potential outfit. (Agency,
2014) Luxury stores also offer
personal shoppers. However,
they rely more on customer
service to go beyond what it’s
supposed to, due to consumers
only likely to purchase one item
during the shopping experience
due to high expense. (McCall,
2014) whereas companies like
New look, River-Island and Zara
are likely to be visited by a
mass of consumers throughout
the day.
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