Shoppers ‘enjoy online and offline combos’

Smartphones and tablets may have changed the way people shop, but the majority of Britons prefer to do their shopping in-store, according to new market research.

Researchers from Hitachi Consulting UK found that 65% of British consumers prefer to buy their products over the counter, compared to less than 20% who said they favour shopping online.

More than half (54%) of those polled said their in-store shopping experience could be enhanced by the introduction of more discount vouchers or promotion codes that were tailored to their needs.

Two-fifths (40%) want to see stores install more kiosks, iPads, or computer terminals to check stock availability and arrange home delivery, although this percentage rose to 53% among 18 to 24 year-olds.

Almost three-quarters (75%) of those aged between 18 and 24 called for retailers to offer more self-checkout options.

Chris Gates, director of retail at Hitachi Consulting UK, said: “Despite the massive growth in online shopping over the years, it’s good to see that consumers haven’t fallen out of love with the British high street.

“The retail sector has clearly been having a difficult time lately, but our research shows that in-store shopping still has a crucial role in the modern shopping journey.”