By Derek Eccleston

Emails, retail websites and social media sites are the most popular to visit, with 59%, 50% and 48% of consumers respectively saying that they have all accessed these when out shopping on the high street.

A staggering 62% of these have accessed a mobile retail site whilst in the store of another retailer, marking both a threat and an opportunity for high street and multichannel brands. Of these, an overwhelming 71% said that they did so to check if they could get a product cheaper elsewhere. Another 14% said that they did so to read customer reviews, whilst just 4% said they were looking at other retailers’ sites for a similar product.

Perhaps more importantly, 40% of these browsers have gone on to make an actual purchase. 65% said that the reason behind the transaction was down to price, whilst another 26% said they did so due to a special or limited offer on specific products at another retailer. Only 7% said that an online only offer was the reason behind their purchase.

Mobile is increasing becoming the cement between stores and websites. If retailers want to drive their mobile strategies forward with mobile sites, shopping apps and localised deals, then it is important that they offer customers to ability to connect. As John Lewis rolls out free wifi across all of its stores, and as Tesco continues to trial the idea, a quarter (25%) of consumers are telling us that they would use their mobiles more whilst they shop if free wifi was more readily available, highlighting the importance for retailers to consider the possibility and the potential an in store internet connection could offer them.

The results also highlight the growing use of QR codes by retailers to enhance shopping experiences. Over half (55%) have seen a QR code whilst out shopping before, yet just under half (46%) know how to use them. 33% of these have scanned a QR code whilst out shopping before, representing just 15% of all shoppers.

David J Smith, Chief Marketing & Communications Officer at IMRG, said: “The results of this research further reinforce our expectation that this could be the first truly mobile Christmas for retailers. The development of a multichannel strategy is becoming absolutely crucial for consumer engagement, as demonstrated by consumer willingness to shop around at alternative retailers even within another retailer’s store.

“QR codes are one to watch as, although only 46% know how to use them, they are increasingly becoming a staple in retail marketing. If they are felt to have serious potential by a large retailer, a campaign centred around scanning them to gain access to savings for example could really increase their perceived value to consumers.”

Survey information

The eCustomerServiceIndex (eCSI) survey of 2,000 consumers was conducted between the 13th and 15th October 2011 using a nationally representative sample from a consumer omnibus.

About the author and eDigitalResearch

Derek Eccleston is Research Director at eDigitalResearch, which is a specialist with expertise in online business. When you have to make critical business decisions – we can give you the precise multichannel insight and informed direction you need. Surveys, panels and communities combine to provide holistic insight which gives clients the confidence and evidence to make crucial decisions on product range, marketing, customer service, supply chain and even basic positioning.

For more information please visit www.edigitalresearch.com.

About IMRG

IMRG (Interactive Media in Retail Group) is the UK’s industry association for e-retail. Formed in 1990, IMRG is setting and maintaining pragmatic and robust e-retail standards to enable fast-track industry growth, and facilitates its community of members with practical help, information, tools, guidance and networking. Consumers can be confident when dealing with IMRG Members because all interact in an environment where they are encouraged to operate using methods that are Honest, Decent, Legal, Truthful and Fair, and have undertaken to not bring the industry into disrepute. The strength of IMRG is the collective and cooperative power of its members.

For more information please visit http://www.imrg.org.