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Scottish shoppers suffer the most ‘online shopping fatigue’ study shows

Shoppers in Scotland are keen to return to the High Street (Image: Shutterstock)

Shoppers in Scotland appear to be worst affected by online shopping fatigue, with nearly half of them saying that they would pay more to shop in high street stores.

The study by Deloitte Digital Scotland, finds that 46% of them want to shop on the high street rather than online after more than a year of on-off lockdowns and other restrictions.

Just under a third (30%) say that the online experience is simply “not good enough”, while 23% say that online shopping hasn’t met their needs.

43% of them admit that they are less tolerant of poor online service experience and 39% would spend more with any online retailer that made it easier for them to shop online and, crucially, to interact with retailers and brands online.

Debbi McLean, Practice Lead at Deloitte Digital Scotland, said the study highlights the need for businesses to continue fine-tuning their digital services and experience as the country eases out of lockdown.

“While I expect that the high street will be a real hot spot for business growth in the coming months, it is also clear that brands must not lose focus on continuing to improve their digital offerings,” she says.

McLean continues: “Alongside the joy of being able to shop in physical stores, consumers will continue to rely on digital options for the ease and choice that they offer. If a consumer has a bad experience with a brand online, they are much more likely to visit a competitor’s site.”

Other habits change

The study also finds that broader shopping habits have changed in Scotland, with 60% of Scottish shoppers saying that they are now more likely to spend more with local and independent businesses than before the pandemic. 46% are looking to spend more with companies that support local charities and food banks.

Robin Baird, Head of Strategy and Design at Deloitte Digital in Scotland, adds: “During lockdown, consumers used local stores and services out of necessity but we’re now seeing that they’re drawn to local businesses out of choice. Local brands can consider more ways to boost local loyalty, for instance by rolling-out subscription services, establishing an online presence or hosting community events.”

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