3C Payment
Subscribe to our e-newsletter
Follow us on Twitter
Privacy and cookies
Established 1996
Tuesday 20 August 2019

LATEST NEWS 

Shoppers ‘research online before buying in-store’

Written by Anthony Strzalek
18/08/2017

The majority of retailers are seeing an increasing number of customers researching purchases online before heading to the High Street, a new Qmatic survey has shown.

The research found that 70 per cent of retailers frequently see customers researching a product online before coming into a store to purchase it, with an additional quarter of respondents (24 per cent) seeing this happen some of the time.

These habits are particularly pronounced among younger consumers, with all of the retailers surveyed finding that those aged between 18-24 researched products online before buying in-store.

However, the growth in the online retail channel may pose a challenge to retailers with 87 per cent stating that they frequently see customers do the reverse process, trying or researching items in-store before buying them online.

Vanessa Walmsley, managing director at Qmatic, said: “Retailers must deliver a consistent, seamless experience across all retail channels. With increasing numbers of customers trying items in-store and then purchasing online, retailers must continue to invest resources in improving the customer journey and ensuring the success of brick and mortar stores.

“Our research reveals that physical stores have a vital role to play in the future of retail, enabling consumers to see an item in the flesh, which they may only have seen online, before they buy it. Many customers do not feel comfortable buying a product online without seeing it first, and enjoy the experience and convenience of being able to take the item home with them immediately.”



Related Articles

Money Europe

Klarna

Talking shop: retail technology solutions from Brother
Retail Systems editor Peter Walker sits down with Brother’s senior commercial client manager Jessica Stansfield to talk through the company’s solutions for retailers and hospitality businesses, what’s new in labelling technology, and the benefits of outsourcing printing.

Why the High Street needs a digital upgrade
Fluent Commerce’s EMEA managing director Rob Shaw sat down with Retail Systems editor Peter Walker to discuss omnichannel opportunities, the best way to tackle technology and how the company is expanding into the UK and Europe.
Most read stories...
World Markets (15 minute+ time delay)