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The Internet Is Not Killing Physical Retail, It’s Transforming It

Thursday 25 October 2018 Data Insight & AnalyticsProperty DevelopmentRetail Consultancy

Alex McCulloch's picture
By Alex McCulloch

The complexity of the path to purchase means that shoppers move fluidly between on and offline throughout the buying cycle, using stores and online at every stage. This makes unpicking channel near impossible. Because of this channel is no longer relevant, it is now about customer engagement.

Shoppers researching a new purchase move seamlessly between on and offline; over £13bn of transactions use store and online throughout the path to purchase and it’s growing. Stores also play an essential role in returns, with 39% of online purchases being returned to a physical store.

We know that the role of the store is evolving, but it remains central to the customer.

A minimum of 85% of all spend touches a store and almost 1/3 of online spend also touches a store. Of the 15% of spend that is ‘pure online’ a high proportion is in retailers whose brand trust is built from store, such as John Lewis, Next and Argos.

Download the full Retail Landscape 2018 report to find out more.
 

Key Stats:

Over £13bn of transactions use store and online throughout the path to purchase

85% of all retail spend touches a store

39% of online purchases are returned to a physical store

Retail Landscape 2018

The complexity of the path to purchase means that shoppers move fluidly between on and offline throughout the buying cycle, using stores and the internet at every stage

The Internet Is Not Killing Physical Retail, It’s Transforming It

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