I was interested to read from the research that more and more people are shopping online and using the internet as a main source of browsing for and purchasing products. What do you think this means for the traditional British high street shop and so you think it will eventually be replaced by the convenience of online shopping?
The GLM research for 2014 does indeed show that online shopping continues to be a popular habit for British consumers, with almost half of people (48%) shopping online at least once every two months. Consumers now have the ability to shop for items at any time and from any location (where the internet is accessible) and for some people, this can be much more convenient that visiting a high street store. However, it is very unlikely that physical stores will be completely replaced by online shopping – for many, visiting the shops is a leisure activity and a website cannot replace the social experience of shopping. High-street stores create a “brand experience” for shoppers which simply cannot be created through online shopping. The physical store acts as a showcase for buyers, many of whom stilsl prefer to see and feel the quality of products (and also try on clothing) before committing to buying. Some people avoid internet shopping as they are worried about the security of online transacting and some people who are concerned about the delivery of items choose to buy online and collect in-store.
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