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Purse-strings are looser online, says Deloitte

10 Dec 10

Survey finds consumers are more cautious with their spending on the high street, while richer shoppers are more likely to use the internet and catalogues

Consumers who shop using several channels – inckuding catalogues and online stores - spend 82 per cent more per transaction than those who shop in-store, according to new research from Deloitte. The average expenditure for “multi-channel” customers across the clothing, home and electrical categories is £116 per transaction, compared with £64 for store-only customers.

Ian Geddes, UK head of retail at Deloitte, said: “The commercial imperative for retailers to tackle multi-channel and the incentive for getting it right is clear. The multi-channel consumer is particularly well informed about the products they buy and this greater confidence is resulting in a higher value and a higher volume of purchases.

“The digital revolution in retail is at a tipping point with consumers expecting to shop through any channel and receive consistent service. There are already examples of UK retailers doing well in multi-channel but the overriding feeling is that there are many more opportunities to grow. This is particularly the case for those retailers able to respond quickly to customers changing buying habits between channels, for example, the recent growth of clothing online.”

The research also found consumers from higher socioeconomic groups are more likely to be multi-channel shoppers, with 33 per cent of ABs looking beyond the highstreet, compared to 22% of those in the DE group.

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