Consumer Research Sees Most Britons Still Keen on In-Store Shopping over Online

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18th December 2012 16:22 - Retail


A survey of 1,000 UK consumers aged between 18 and 55+ has been conducted by Hitachi Consulting to research the ‘Shopping Particle’ – a term that describes the exact moment in every retail transaction when a customer makes the decision to buy a particular item from a retailer.

The study discovered that approximately two-thirds (65%) of Britons still prefer to shop in-store instead of online. Less than 20% of the respondents said that they would rather shop via the Internet, while 13% said that they prefer to use a combination of retail channels.

When asked what would tempt them to visit a retail store over an e-commerce site, over half (53%) of the surveyants said that having the items that they want in stock more consistently would be the biggest factor.

In-store boons and technology were also popular - 54% of respondents wanted to receive more personalised discounts and promotions tailored to their needs and preferences, while 40% overall and 53% of those aged 18-24 wanted kiosks, iPads, and computer terminals that allow them to check stock availability and arrange home delivery.

Furthermore, 40% of all respondents and 70% of those aged between 18 and 24 said they would like to see more self-checkout options when visiting a store. 

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