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Online v. Offline? We’re better together.

Web Bureau

25 June 2013 by Web Bureau

Yes, it’s true: online retail revenue is the one thing that is driving UK retail sales higher than expected in May 2013.

Figures from the British Retail Consortium (BRC) confirm it – online sales were up 11.0% compared with May 2012, it’s that figure’s growth that you should keep an eye on.

David McCorquodale, Head of Retail, KPMG – “to some extent retailers had their bacon saved by online sales, underlining the growing importance of the digital channel”

Plus, in the battle for retail revenue, one thing is becoming clear: this is not online versus offline.

In fact, in the spirit of everything that is good about the internet and its potential, we get the best results when everything works together to create a seamless customer journey.

And the evidence backs this up: the BRC has noted that were figures are stronger, it’s where retailers are investing in making their websites more accessible, easier to use, more trustworthy and responsive to user needs.

So established retailers are finding that while their sales figures may be stagnant in the real world, any growth they do experience is coming from online orders.

Responsive Design - As consumers change their shopping habits, embracing the convenience of tablets and smart phones to helping them make buying decisions – and to buy – retailers must also look to see where they can meet their customers in new places that aren’t necessarily on their premises.

It’s a glimmer of hope for retailers who may otherwise be thinking of throwing in the towel – spending some time analysing where and how you can improve your customers shopping experience could reap exciting rewards. And now is a great time to do just that.

Take some time to analyse your website experience – Do your customers know you’re there and what do they want from your website?

To browse products and features or to check availability? One of the biggest success stories in online retailing is the functionality to Click and Collect. Customers like it because they don’t have to wait for delivery and they’re confident they won’t have a wasted trip. For retailers, it’s an easy way to deliver on their promises and bodes well for building trust and engagement with your brand.

You’d be surprised how small tweaks and changes to your site could help sales and give your business a brighter outlook. Ask us what we would do.


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