A survey of 1,056 UK adults, carried out by leading digital marketing agency Marketingsignals.com, has revealed that 85% of people still prefer to physically purchase products in store as opposed to online. However, a whopping 94% of consumers research a product online before going to a store to make a purchase.
The research also found that 78% of consumers prefer to go into store to see and feel a product before going online to shop around for the best price.
According to latest ONS figures, retail sales in the UK totalled more than £366 billion in 2017, with 85% of sales still happening in stores.
Gareth Hoyle, managing director at Marketingsignals.com warns that high street retailers must be proactive with their omnichannel activity to reap the rewards of physical shopping. “Retailers who utilise digital technologies to drive in store footfall, while tracking and attributing customers to their digital spend, are setting themselves up to most likely to succeed in the modern age,” he emphasises.
Gareth says that, in an ideal world, consumers would rather visit a store to make a purchase. “However, due to time constraints, stock issues and, ultimately, convenience, many turn to shopping online,” he points out, adding: “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.”
Top: According to new research, some 85% of consumers say they prefer to buy in stores.