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85% of UK consumers prefer to shop in store

Tom Bottomley
25 March 2019

A new nationally representative survey of over 1,000 adults has revealed that a surprising 85% of UK consumers still prefer to physically purchase products in store, despite the convenience of online shopping.

The survey, which was carried out by digital marketing agency Marketingsignals.com, highlights the importance of omnichannel in the retail sector.

Furthermore, the new findings discovered that 94% of consumers research a product online before heading in store to make a purchase, and retailers are failing to attribute store visits to digital marketing activity. The new research has warned that retailers must be savvy with omnichannel technological integration in order to survive in the digital age.

Although the rapid growth of e-commerce has significantly reduced footfall to the high street, the research found that 82% of the people surveyed prefer to make a purchase in store because they prefer to receive the product as soon as they’ve purchased it.

Gareth Hoyle, managing director at Marketingsignals.com, comments: “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. Technologies such as Google Store Visits allow retailers to directly attribute digital marketing spend to increased footfall.”

Hoyle believes 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.

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