Almost half, 45%, of UK shoppers still use the high street as their main shopping channel, new research has shown.
A report by BookingBug called The Modern Consumer said the death of the high street has been “overplayed” as almost half of consumers rely on stores while shopping.
A survey with 1,000 shoppers found 95% of people use multiple channels while making a purchase but only 15% of shoppers use online as their main shopping avenue.
Around 70% of shoppers said they researched products online before buying them in store and half said they will look in-store before buying online.
Glenn Shoosmith, chief executive of BookingBug, said: “People have been writing about online shopping nibbling away at the revenues of offline retailers for years. Yet, as any retailer worth their salt understands, the two channels aren’t exclusive. In fact more and more often shoppers are switching between the two.”
“It’s clear these physical locations played a key role in helping customers understand a brand’s identity, as well as providing key information about products and services. It’s time for retailers to reconsider how we engineer the in-store experience, and focus it on the customers where it really makes a difference.”