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High Street becomes show room for online shopping

22nd Nov 2012
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Yet more research into Brits' shopping habits has revealed one in three consumers is now using the high street solely to window shop.

According to a survey of 2,000 adults by digital wallet provider Skrill, 82% have bought products or services online at some point in the past year.

This doesn't necessarily mean the the death of the high street, said the report, but showed that Brits are using stores to influence their purchases in a different way. 

The figures found that 22.8% of Brits have compared prices on their mobile whilst in-store, whilst a third have saved the details of an item in-store in order to complete check-out on the web (33.6%) or have seen something in a store but ordered it online at another time (33.8%). 

Additionally, 7.4% of shoppers admitted to having used their mobile phone as an alternative check-out and purchased goods from their device whilst in-store, the figures showed.

Siegfried Heimgaertner, Skrill CEO, said: "Our research has uncovered an emerging generation of shopper, one who is combining their mobile device with the internet to reach an alternative retail check-out process.

“While we see cries of the ‘death of the high street’, consumers continue to leave the house for shopping inspiration, even if they then make the purchase via a smartphone or at home on the computer. As a result, we see an opportunity for high street retailers to turn browsers into buyers whilst in-store.”

IDC recently forecasted that ‘Showrooming’ is set to influence $1.7bn in this year's Christmas shopping with similar findings from Aprimo calling on retailers to restategise or risk losing sales. 


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