The number of people using online channels to search for their latest purchase is set to overtake traditional in-store shopping, according to new research.
Data from Likemind and Vision Critical found that 90 per cent of UK consumers fired up their computer to look for new items to buy rather than take a trip to the shops.
Furthermore, around 50 per cent of those polled said that they received a better level of service by using the internet than they did when opting for the face-to-face interaction of high-street shopping.
Nick Jefferson, chief executive of Likemind, said that putting the customer at the centre of the shopping experience was key for businesses if they want to build up brand loyalty.
“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,” he added.
Recently, it was reported that online sales during February were given a boost by Valentine’s Day.