The Relationship Between Online Shopping & The High Street

We are approaching the busiest shopping time of the year and with online sales constituting 30% of the economy there are opportunities for businesses large and small.

With Cyber Monday traditionally the biggest e-commerce spending day of season around the corner millions of us will be shopping online. However the traditional high street has not disappeared, but instead is supporting and enhancing online shopping.

With 87% of consumers’ researching products online before hitting the shops there is an important relationship between the two.

Online Research Gives Customers The Edge Over Store Staff

Targeted research means that when stepping in to a shop the customer may know more about a product or service than the person serving them. In fact nearly half of men and more than one third of women say they typically know more about a product than the store staff.

Customers Are Using Their Smartphones In-store

This research can be done in the moment, with customers using their smartphones to first check and research products they are looking at in-store. In fact 60% of consumers who research goods and services in-store convert to purchases on location.

High Street Logistics Infrastructure Supporting Online Sales

Online sales require a need to deliver the products to the customer; this can cause logistical issues for the retailer during busy periods and can be inconvenient for the customer.

This is why over the last few years we have seen a rise in click and collect services. These allow customers the convenience of ordering when they want and collecting them from their local store.

This is more convenient than having to shop in-store and eliminates the risk of missing an important delivery due to work or social commitments.

The way in which consumers access information and purchase goods is constantly evolving as technology develops. Retailers large and small need to continue to think creatively about how they serve their customers effectively.

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