Suits You, Madam? Silent Salesman Is Best For Bra Sales

New study reveals the vital statistics of the lingerie shopper.

Buying a bra, that most intimate of shopping experiences, has traditionally required the services of a sales assistant to measure up. But a new MORI study published today reveals that most women would rather get all their intimate information from a merchandising unit.

'On-Line or In-Store?', a market monitor commissioned by shopping specialists Kesslers International, revealed that 70 per cent of respondents believe that in-store bra merchandising units, such as that developed for Playtex Wonderbra , provide them with enough information to make a purchase decision without having to get help from an assistant. The study goes on to reveal that customer service has hit new lows: over half (53 per cent) 'have more trust in the information on stands that what an assistant says' while 82 per cent agree that they 'prefer to have the information on the stand to save me having to ask an assistant'.

And when it comes to internet shopping, many said that the enjoyment of going to the shops (51 per cent), coupled with the interaction with other shoppers (35 per cent), were the key advantages of buying in-store rather than on-line, while one third (34 per cent) cite the enjoyment of 'retail therapy' as the main reason why they would be 'unlikely' or 'certain not to' buy products or services over the internet in future.

Over a quarter (26 per cent) believe that it is easier to learn about products in a shop environment, while 60 per cent cited the in-store advantage of seeing and feeling the product, rising to 84 per cent for lingerie. Over three quarters (78 per cent) said they were more likely to buy on impulse when shopping in store.

The findings of the study demonstrate that the e-revolution in shopping is still a long way away. 37 per cent of the study said they would 'never' purchase products or services using digital television, while those that are surfing the net are using it to research products before making the purchase in-store across a variety of products including flights and holidays (45 per cent use internet to research, 26 per cent to buy), CD's (49 per cent to research, 39 per cent to buy) and pre-recorded videos (35 per cent to research, 16 per cent to buy).

Fear of credit card fraud over the net has increased since the study was first carried out two years ago: 23 per cent cited credit card fraud as a key disadvantage of internet shopping, versus 13 per cent in 1999.

Technical details

MORI conducted 160 personal interviews among the general public between 10th February and 3rd March 2001. A boost sample of those who had 'personally ever looked at products or services available for purchase over the internet' was included. This accounted for 96 of those interviewed. 56 respondents had bought products or services over the internet.