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Eliminating Friction in Fashion Path to Purchase

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Eliminating Friction in Fashion Path to Purchase

During the purchase journey, consumers are enticed with the promise of instant gratification, but the reality is that consumers routinely encounter additional, incremental or non-essential steps, which is ‘friction’. Frictionless experiences are transparent conveniences that will encourage buying, while friction-full experiences are those that can drive people to abandon their shopping journeys altogether. This report highlights the key friction points in the consumer path to purchase for fashion brands and how mobile can help resolve them to unlock revenue.

  Published by: KPMG, Facebook & Nielsen 

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