Customers are still drawn to the hands-on shopping experience

A survey of 5,570 UK shoppers by customer intelligence solutions company, Retail Eyes found that 76.7 per cent of consumers prefer to shop in-store, even though the majority (75.6 per cent) say that the best bargains are found online.

With the retail industry waiting with bated breath for the Mary Portas High Street review, 45.2 per cent of the UK shoppers surveyed confirmed they prefer to shop on traditional high streets, compared to malls and online.

These consumers said they preferred the traditional high streets and outdoor town centres because they have a wider range of shops and character.

Tim Ogle, CEO at Retail Eyes comments: “It’s clear from our research that consumers still like to take part in the physical shopping ‘experience’ when purchasing products. However, with shoppers still being tempted to spend their money online, believing this is where the best offers are, retailers need to look at what they can offer customers to entice them into the stores.

“There’s been little let up in this tough retail climate and there’s only so much retailers can do in terms of price reductions and promotions to offer customers a bargain.

“Therefore retailers should be looking at what other ways they can differentiate themselves on the high street, in order to drive in-store conversions, one highly cost effective way is by focusing on the experience and service they give to customers.”

Parking is often a source of frustration for consumers, be it on the high street or at shopping centres; 80 per cent confirmed parking at shopping centres was very expensive and 45.8 per cent confirmed they would be put off visiting a shopping centre all together if there were bad or costly parking facilities.

“The run up to Christmas is a vital time for businesses. Even though recent British Retail Consortium figures continue to show consumer demand is weak, retailers must look to do everything in their power to maximise the service and experience they give their customers.”