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Price comparison and vouchers play an important part in online Christmas shopping decisions

As many as 40% of UK consumers expect to do at least half their Christmas shopping online this year, according to new research

OMNICHANNEL

Price comparison and vouchers play an important part in online Christmas shopping decisions

As many as 40% of UK consumers expect to do at least half their Christmas shopping online this year, according to new research

Commissioned by EPiServer, the survey of 2,000 UK adults was carried out in December 2010 and also reveals that 39% agree the amount of shopping they do online has increased over the last 12 months.

Not surprisingly, price was cited as the most important factor when shopping online, however, the survey also shows UK shoppers are more savvy when it comes to buying on theweb. Almost half (45%) say they check more than one site to compare prices and products before making a purchase and around a third (35%) will search for a voucher or discount code before committing to buying.

Women appear to be the most savvy when it comes to bagging a bargain online, with 39% checking for a voucher or discount code before purchasing, compared to just 29% of men. They are also much more likely than men to compare prices across sites, with almost half of women (48%) hunting bargains, while 61% of men don’t bother.

Neal Perry, UK Country Manager, EPiServer, said: “While it’s no surprise that online shopping has increased, the fact that two in five consumers will buy more than half their Christmas goods over the web underlines how fundamental the web has become for British consumers. While this is positive for British retailers, the survey also reveals a critical challenge, with a significant number of consumers shopping around and comparing products before making a purchase. To convince these savvy shoppers to buy, retailers need to deliver an engaging and satisfying online experience, otherwise they’ll merely migrate to the competition.”

The Retail Bulletin is organising their 2nd Multichannel Summit, to be held in London February 2nd 2011. The event is sponsored by k3 retail and will look at how retailers can maximize profits, market share and loyalty through cost effective, seamless, integrated multichannel strategies.
If you would like to attend as either a delegate or Networking Partner, go to www.retailbulletinconferences.com/multichannel2011

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