Consumers are dissatisfied with the levels of customer care and advice offered by online retailers, according to a new YouGov survey, carried out on behalf of Avail Intelligence. Conducted among 2,107 UK respondents between 29 June and 1 July, it reveals that 35 per cent of Britons would spend more online if offered better customer care and advice.

One in three (30 per cent) still prefer shopping on the High Street. When asked why, better customer care (47 per cent) and access to advice and support (35 per cent) were the most popular reasons cited. Furthermore, it is apparent that some retailers are not as joined up cross channel as they should be. Only five per cent stated they found product pricing better on the High Street, far lower than online (61 per cent). Additionally, 51 per cent of respondents cited that the range of products stocked by retailers online was better than the High Street with only 13 per cent claiming the opposite was true. Only 14 per cent stated that they thought the ability to find what they wanted was better in a store than online.

“It’s clear that shoppers would spend more online, if they had access to the recommendations and advice they currently get when visiting a physical store. The challenge for retailers is offering that without impacting its cost base so much so that it takes away the benefit consumers see in terms of lower prices online,” says Pontus Kristiansson, CEO and co-founder at Avail Intelligence. “The findings also suggest that retailers should be doing more to create a consistent shopping experience cross channel for its customers. For example, the range and volume of products stocked by a store is determined by floor space. The simple addition of a web-enabled kiosk could link in-store and online and provide shoppers with access to a wide range of products increasing the chance they’ll make a purchase with you and not a competitor.”

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