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85 per cent of UK consumers prefer to shop in-store finds survey

Most UK consumers prefer to shop in-store, despite the convenience of buying online, according to new research.

Digital marketing agency Marketingsignals.com surveyed more than 1,000 UK adults, and found that 85 per cent prefer to shop in a physical store, with 94 per cent saying they research products online before heading to a store to make their purchase. The study also found that 78 per cent of consumers like to visit a store to see and feel a product before ordering it online.

The report suggests that retailer are failing to attribute in-store visits to digital activity, and vice versa. “Retailers who utilise digital technologies to drive in-store footfall, whilst tracking and attributing customers to their digital spend, are setting themselves up most likely to succeed in the modern age,” says Marketingsignals.com managing director Gareth Hoyle.

“In an ideal world, consumers would rather visit a store to make a purchase, though due to time constraints, stock issues and ultimately, convenience, many turn to shopping online. This is a lesson for retailers to ensure their digital presence is working as hard as it possibly can for them, offering an omnichannel journey and an experience that is most convenient for customers,” adds Hoyle.

“Retailers with a loyalty scheme or e-receipt service are proving to be the most savvy with attributing digital spend to in store footfall as they know who their customer is and can attribute in store sales to their email address – the same email address that Google can link back to their search history and record of which ads they were presented with.”

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