September 20, 2006, 12:00 AM

More U.K. shoppers using web to research and buy, study finds

Cited by 59% of online users surveyed, product research is the top online shopping activity in the U.K, says Jupiter Research. Retailers can leverage web-to-store purchases with a holistic cross-channel strategy.

 

Cited by 59% of online users surveyed, product research is the top online shopping activity in the U.K, says Jupiter Research. Retailers can leverage web-to-store purchases with a holistic cross-channel strategy.

Though trailing the U.S. in its adoption of the Internet for shopping purposes, the United Kingdom now finds the channel well-established in the product purchase cycle of consumers, according to new findings from Jupiter Research: three-quarters of U.K. online users research or purchase goods online. But with product research the most popular online shopping activity, multi-channel merchants in the U.K. must take care to meet price and product features formed by consumers online when those shoppers get to the store.

So concludes a new Jupiter Research report, “Online Retail in the U.K.: Understanding the maturing online shopping market.” Multi-channel U.K. retailers can leverage their presence on both the online and offline channels by implementing a holistic, cross-channel merchandising strategy, the report says.

Cross-channel options such as in-store pickup of online orders and online visibility into a store’s inventory can help bring online consumers into the store. Retailers can take advantage of that store traffic by promoting in the store items that aren’t profitable to sell online, for example. At the same time, the online channel can display large items whose size limits their display in brick-and-mortar stores.

However, “retailers will be unable to gain the maximum benefit if they don’t view their merchandising strategies for all channels as elements of one unified strategy,” notes the report.

 

 

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