A new study has found that 85% of UK consumers still prefer to physically purchase products in-store, despite the convenience offered by online shopping.
The survey of 1,056 UK adults, by digital marketing agency Marketingsignals.com, found that 82% prefer in-store purchasing to online, as they have the product as soon as they have purchased it.
However, more than three-quarters (78%) said that they like to visit stores to see and feel a product before purchasing it online.
"Retailers who utilise digital technologies to drive in store footfall, whilst tracking and attributing customers to their digital spend are setting themselves up most likely to succeed in the modern age," commented Gareth Hoyle, managing director at Marketingsignals.com.
“In an ideal world, consumers would rather visit a store to make a purchase, though due to time constraints, stock issues and ultimately, convenience, many turn to shopping online.
"This is a lesson for retailers to ensure their digital presence is working as hard as it possibly can for them, offering an omnichannel journey and an experience that is most convenient for customers.”
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.