Just 7% of Brits browse exclusively in-store before making a high-value purchase (defined as over £250), according to research by Divido involving 2,005 people.
But all is not lost for the High Street. 28% of consumers like stores for looking at items before splashing out, while 32% are happy with just having the option to complete a transaction in-store. The research also found that, despite retailers’ heavy investment in social media, its impact on buying decisions is minimal. Facebook, Twitter et al have no influence on 70% of Brits who instead turn to friends and family for recommendations (69%).
"The continued growth of online means that retailers are now realising that their stores must excel if they are to attract and retain customers,” says Andrew Busby, Founder and CEO of Retail Reflections. “Whilst we enjoy researching high-value purchases online, we also value a great in-store experience where we can interact, touch and feel the product before we make the final purchase decision.”