New YouGov research, commissioned by Callcredit Information Group, shows that retailers are failing to engage with customers in-store, as 46 per cent of Brits admit to never giving out their contact details - or give out fake details to avoid being contacted in future. However, the research reveals that 64 per cent would give out their contact details if offered a small incentive.

The research also highlights that at least one in eight online Brits (12 per cent) were planning to shop from their phone this Christmas to avoid the rush in stores. The majority of these respondents are classified as ‘Accomplished Singles’ by Callcredit’s CAMEO Lifestyle consumer classification. These are a highly affluent, upwardly mobile, energetic and ambitious group of singles, typically aged under 45.

Of people who have mobile phones that allow them to shop online, 15 per cent said they would purchase clothing, footwear or accessories this Christmas, while 12 per cent would purchase electrical goods, not including mobile phones. However, the reality is that whilst mobile shopping is appealing to some demographics, technology is a barrier as 41 per cent say they do not have the capacity to do so on their phones.

Seventy eight per cent of people who do not purchase items on their phone, but have the capability of doing so, say they would not like to do so in future. This includes 58 per cent whose main reason is that they prefer to use other methods like going in-store or shopping on their computer and 15 per cent have concerns about safety and security issues. “The results reveal that retailers are missing a big trick, as customers are most engaged with a brand at the point of purchase in store,” says Kevin Telford, director, Callcredit Information Group. “Whilst consumers have to give out contact details to make a purchase online, they are often more reluctant to do so in store - but will if they are offered a small incentive or provided with information about products and services relevant to them.”

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