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Shoppers unmoved by physical stores from online giants finds survey

The trend for online retailers to open physical stores is well-documented. But, according to a new survey, less than a third of consumers want to see leading online brands on their local high streets.

The survey of UK consumers, commissioned by software company HSO, found that just 29 per cent wanted brands such as Amazon and ASOS to establish a physical presence. Conversely 73 per cent of shoppers wanted elements of online shopping, such as digital screens to browse extended ranges, brought into existing stores.

A large number (59 per cent) of customers cite breadth of product range as a key reason for using online retailers over high street stores; having high stock levels that are frequently replenished would encourage 61 per cent of shoppers to buy more from stores, found the survey.

“Having a breadth of products in place and ensuring items are always in stock is becoming more and more of a differentiator for retailers – and with consumers increasingly fickle these days, businesses simply can’t afford to leave them disappointed, especially on the biggest shopping days where the opportunity to drive up sales is so much higher,” says HSO retail sales director Hector Hickmott.

Hickmott says the research shows that there is continued demand for both physical and online retailing, often in combination. “As our survey indicates, while there is little interest in the big online brands setting up shop on the High Street, there is an appetite for retailers to introduce a wide range of techniques derived from online shopping in-store to enhance the ‘bricks and mortar’ retail experience,” he says.

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