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14:21 30th November 2010
A recent study has revealed why consumers still shop on the high street despite having online stores at their fingertips back home.
Half of those questioned in the survey by research consultancy Millward Brown said they shop in stores rather than online at Christmas time because they like the ability to see and touch items before purchasing.
Those looking at web design courses will be interested to learn that 49 per cent of people surveyed said they like the ideas they get while browsing in shops, suggesting web designers can learn from the in-store experience.
Econsultancy has suggested that web designers include links to or feature preview images of recommended purchases in order to recreate the true browsing experience.
Using technology such as augmented reality and interactive product demonstrations is one of the best ways to make online retailing a more tangible experience, the digital marketing firm claims.
Writing on Econsultancy's blog, Tameka Kee said that "by stealing a few tips from physical retailers, etailers can help boost their conversions with consumers searching for that holiday spirit".
According to IMRG, the UK’s industry association for eretail, £23.2million will be spent online between 12:00 GMT and 13:00 GMT on December 6th.
Posted by Derek Oldman
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