Multi-channel 'the future for e-commerce'

Category: Internet Trends

March 26th 08, 11:00

Consumers are set to adopt an increasingly integrated approach to shopping, combining e-commerce resources with high street browsing, buying guides and word-of-mouth information, it has been asserted.

Local shopping search data company Krillion and the e-tailing group has highlighted a demographic group dubbed "web-informed buyers", which spends more than 50 per cent of its shopping time researching products online.

Meanwhile, 67 per cent of online shopping experts spend more than 30 per cent of their total purchase time investigating items in cyberspace, the investigation found.

Some 55 per cent of shoppers had purchased an item online and collected it in-store - a figure that rises to 60 per cent among "web-informed buyers".

Sherry Thomas-Zon, vice-president of marketing at Krillion, said: "Consumers are actively gathering detailed product information, insight from other shoppers and third-party validation from multiple sources - regardless of where they end up consummating the final purchase."

In related news, a recent article in E-consultancy advised that Tesco's website could be improved by the provision of an email contact facility.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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