Research from Worldpay shows that three in ten of the UK population will bypass small retail shops at Christmas because they don’t offer a digital experience which matches that of their larger competitors. The research covering 1000 consumers saw 36 per cent say that a lack of delivery options, concerns over stock availability in-store, and inflexible returns policies keep them away from independent retailers during peak season.
Worldpay’s UK managing director Dave Hobday said “It is a mistake to think that online and digital are not relevant to small retailers, and that it is enough to have a presence on the High Street. The way people shop and interact with retailers has transformed in the last few years – consumers see shopping as one experience whether online or on the High Street. Businesses which fail to adapt are at risk.”
Eighty seven per cent of purchases this Christmas will be in some way influenced by online and mobile channels; whether that’s avoiding the High Street entirely (47 per cent), browsing online before hitting the shops (27 per cent), or performing High Street reconnaissance before buying gifts online. It is not all bad news for smaller shops, however, as the research found that most consumers say they like to support smaller retailers and want them to survive and thrive during the Christmas period. This is because they very often offer unique items when three quarters of shoppers freely admit to being in need of inspiration and want to find something different.
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