Customer Focus

Choice of shopping channel counts: research

Having the choice of shopping online or offline helps to make the ideal shopping experience, according to more than a quarter of the 2,000 consumers quizzed in research from BT. The study was published alongside the launch of BT’s new Lighting up the High Street technology.

The freedom to choose to shop online or offline makes for the best shopping experience for more than a quarter of UK consumers, new research has found.

BT’s Lighting up the High Street study, which quizzed 100 retail managers and 2,000 consumers, found that 27% of consumers said they needed the choice of shopping channel in order to have the most rewarding experience.

Some 74% said having a safe and secure transaction was the most important issue for them, while 62% rated a wide variety of choice. Almost half (49%) rated a hassle-free transaction, 44% a quick and smooth transaction, and 41% flexible delivery options. And 18% said they needed to be able to use technology, such as a mobile phone or laptop, in order to shop in the way that best suited them.

When they were asked to identify appealing ways of improving shopping, 68% of consumers chose new ways of shopping, and 48% would opt for deals and incentives tailored to their needs. Some 27% would like free in-store wi-fi that they could access from their mobile phone, while 26% would like to be able to scan product barcodes with their smartphones, in order to get them delivered to their door. Such technological innovations were more likely to appeal to younger shoppers, while women aged 35-44 found the option of flexible delivery more attractive.

From the retailers’ point of view, 48% of those who currently only sell in-store saw a benefit to selling across a number of channels, as did 16% of those who only sell from a distance.

However, 92% of retailers say they face barriers when it comes to improving the shopping experience – most commonly the limited budgets cited by 74% of retailers.

Emer Timmons, president, BT Global Services UK, said: “We know British retailers would love to give their shoppers the most rewarding and enjoyable experience possible, but companies operating on the high street are facing some of the toughest challenges of any sector during the current economic climate. They have to prioritise their technology investment so that it delivers to the bottom line and it is no surprise something like operational efficiency comes at the top of their list. Ultimately they know that fulfilling customer demands leads to sales growth and increased revenue.”

BT’s research was published alongside the launch of its new Lighting up the High Street technology.

7 comments on “Choice of shopping channel counts: research

  1. Choice of shopping channel counts: research http://ht.ly/4kuAC

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  2. Ashworn said:

    Choice of shopping channel counts: research – http://www.internetretailing.net/2011/03/choice-of-shopping-channel-counts-research/

    This comment was originally posted onTwitter

  3. According to a BT survey 48% of consumers would opt for deals and incentives tailored to their needs. http://tinyurl.com/5vd9paf

    This comment was originally posted onTwitter

  4. Index_of_CX said:

    Freedom to shop online or offline makes for the best shopping experience for more than 25% OF UK consumers http://tinyurl.com/68d7n2h

    This comment was originally posted onTwitter

  5. VendaUK said:

    Safe transactions, choice of channels & wireless in store for mobile use are key to good experience shoppers tell BT http://bit.ly/dZ3IX1

    This comment was originally posted onTwitter

  6. ivormorgan said:

    Safe transactions, choice of channels & wireless in store for mobile use are key to good experience shoppers tell BT http://bit.ly/dZ3IX1

    This comment was originally posted onTwitter

  7. theblackhole said:

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    This comment was originally posted onTwitter

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