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94% of Brits research products online before making a purchase

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High street jewellers must be savvy with omnichannel retail in order to survive in the digital age, new research warns.

A survey of 1,056 UK adults carried out by digital marketing agency, Marketingsignals.com, revealed that while 85% of people still prefer to spend money in store, despite the convenience offered by online shopping, 94% will research a product online before heading to the high street.

That’s the equivalent of 9 in 10 shoppers doing an internet search before committing to a purchase, and if customers are looking online first, jewellery retailers do not want them browsing on a competitor’s website.

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In today’s competitive retail environment, it’s more important than ever before for a jeweller to be part of the entire consumer journey.

Jewellery retailers that embrace technology and allow shoppers to visit a website and store have a better chance of surviving the high street.

Gareth Hoyle, managing director at Marketingsignals.com, comments: “Retailers who utilise digital technologies to drive in store footfall, whilst tracking and attributing customers to their digital spend are setting themselves up most likely to succeed in the modern age.

“In an ideal world, consumers would rather visit a store to make a purchase, though due to time constraints, stock issues and ultimately, convenience, many turn to shopping online. This is a lesson for retailers to ensure their digital presence is working as hard as it possibly can for them, offering an omnichannel journey and an experience that is most convenient for customers.”

The agency goes on to say that incentives for consumers to buy inside one store over another will help drive sales too.

These include Google Store Visits, loyalty schemes and click and collection.

Tags : high streetMarketingsignalsomnichannelRetail
Stacey Hailes

The author Stacey Hailes

Editor, Professional Jeweller

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