Multi-channel shopping thriving on both sides of the Atlantic

Research shows that one in four shoppers in New York and London plan to use the Internet to continue shopping after visiting a store.

RichRelevance have revealed the results of research conducted among London multi-channel shoppers who use the Internet to aid their in-store shopping excursions. 

The research, conducted in June by Hall & Partners on behalf of RichRelevance and retail consultancy Envirosell, intercepted shoppers outside a variety of stores including Marks & Spencer, Debenhams, Primark and BHS. Store-goers were questioned about their online and offline shopping habits and responses, and results compared with those from an identical survey carried out amongst shoppers in another global shopping destination, New York City.

In London, almost half of all shoppers surveyed left the store empty-handed.  About a quarter of these non-buyers planned to go online to continue shopping for the desired product, confirming an increased willingness to cross channels when making purchases. The New York survey results produced identical results for this dimension, with one in four shoppers planning to go online to continue shopping after leaving a store.  When it came to using the Internet to conduct product research, however, the geographically dispersed shopping segments generated disparate figures.  While a third of the London shoppers said that they used the Internet for product research, a staggering 85% of the New Yorkers claimed to have compared prices online prior to shopping in-store. 

"Retailers in the UK are starting to face the same challenges as their US counterparts," commented Paco Underhill, founder and CEO of research consultancy Envirosell. "In the 20th century, marketers and merchandisers determined what the consumer would buy. The growth of the Internet has meant that the consumer is now not only more empowered, but often three or four steps ahead."

"In the last few years, consumers have drastically changed the way they shop," added David Selinger, CEO of RichRelevance. "Multi-channel retailing is still in its infancy, but retailers need to ensure that they can accommodate complex customer behaviour no matter where customers interact with them – whether online, in store, via a mobile app or over a phone."

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