Drapers has exclusively surveyed 2,000 UK consumers to find out how they browse and buy today, and how they would like to shop in the future.
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Just over nine months into the year, and 2016 has been full of change. From high street staples such as BHS disappearing to online businesses such as Missguided unveiling plans to open bricks-and-mortar stores, retailers of all shapes and sizes are adapting their propositions in order to stay ahead of the multichannel curve.
This is all being driven by the consumer, who instead of being simply sold to on the retailer’s terms, now dictates how they want to be retailed to.
So it is with this in mind Drapers brings you the 2016 edition of the Multichannel Customer Insight Report. We have surveyed a nationally representative pool of 2,000 UK consumers to get their views across six retailing areas, from online, to mobile and tablet, in-store, social media, personalisation, and delivery and returns.
We have compared the findings with the results from our 2014 and 2015 consumer surveys to identify year-on-year changes and then spoken to key retailers such as JD Williams, Thomas Pink and Missguided to get their reactions to the responses.