More and more consumers are using digital devices on the High Street to give store feedback, check stock levels and that they are getting the best deals. That’s according to the latest eCustomerServiceIndex (eCSI) results from eDigitalResearch and IMRG.

The emergence of MEcommerce has seen the consumer taking control and having the power to shop when they want, where they want and how they want. The latest study shows that consumers are using phones and PCs as well as the High Street and now expect a seamless shopping experience from brands across all channels. It also also highlights that 25 per cent of smartphone users have been in a High Street store and used a barcode scanner on their smartphone to scan items within the store and see if they can order cheaper elsewhere.

Forty per cent of people surveyed had given feedback digitally about a High Street store after seeing a survey URL in a store or on a receipt, of those people 88 per cent gave their feedback via a PC whereas only seven per cent have utilised their smartphones to give immediate feedback. High Street stores and their staff are also starting to embrace the digital link up with staff using digital devices to check stock levels for consumers. The study shows that 39 per cent of people surveyed have had staff in a High Street use a smartphone, tablet, PC or kiosk to check stock levels for them.

David Smith, managing director at IMRG, says: “Developments in mobile-commerce have led to the phenomenon of the ever-connected consumer, who can access multiple retailer channels concurrently, while instantly comparing and contrasting with similar offerings on competitor sites. Although only seven per cent have provided immediate feedback to the store, people do update their friends on Facebook about being stuck in a long queue, receiving negative customer service or poor hygiene conditions. The need for high standards is more important than ever, as any individual retailer store is now a potential showroom for millions.”

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