CorpComms Magazine

The popularity of online shopping is fast catching up with that of the high street, according to a new survey by communications agency Likemind. The study reveals that 88 per cent of consumers have purchased goods online in the last year - just eight per cent fewer than those buying in-store. 

Older shoppers are leading the trend with those aged 55+ most enthusiastic about online shopping, perhaps ranking the ease of ordering from home above the immediacy of getting their hands on purchases over-the-counter.

Quality of service is also a key factor drawing people away from traditional retailers. Almost half of customers now feel they get better service online, with 66 per cent of consumers admitting having previously been dissuaded from making a purchase by poor customer care. The findings suggest that consumers now have equally high expectations of their online experience as of that in-store, putting a premium on friendly service, speed of service, product information and easy to find products.

Nick Jefferson, chief executive of Likemind, said of the results: 'The way technology is being used to replicate and improve on the ideals of service is constantly evolving and making a much stronger impression on shoppers than bricks and mortar retail experience do. This really puts the pressure on companies to work hard to understand their website user needs and learn from analytics how visitors are behaving on their site.'

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